“This restaurant is politically incorrect. We say Merry Christmas, God Bless America, and offer free sundaes to veterans.”
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.
Supporters Applaud His Boldness
Across social media, many Americans — especially veterans and small business supporters — rallied behind Scheunemann.
