In a world where public messaging is often carefully neutral, the words stood out. Some saw it as a refreshing declaration of patriotism and tradition; others called it exclusionary, arguing that it sent the wrong message about who was welcome.
Owner Kevin Scheunemann: “It’s About Respect”
The Dairy Queen’s franchise owner, Kevin Scheunemann, soon found himself fielding interview requests from local and national outlets alike. In his view, the message wasn’t meant to provoke — it was meant to express his values openly.
“I’m not trying to offend anyone,” Scheunemann told reporters. “I’m just sharing what I believe in — showing respect for our veterans, our country, and the traditions I grew up with. Everyone’s welcome here.”
To him, the sign represented a personal stance, not a corporate statement. He explained that he had posted the sign years earlier and never had an issue until the image went viral.
