Some commenters online argued that the sign’s “politically incorrect” label created unnecessary division. “You don’t need to call others out to express what you believe,” one critic wrote. “It’s supposed to be a family restaurant, not a political platform.”
Others pointed out that by emphasizing specific greetings and beliefs, the sign could make some customers feel unwelcome. “Not everyone celebrates Christmas,” one post read. “A simple ‘Happy Holidays’ includes everyone.”
Dairy Queen Corporation Responds
As the story spread, Dairy Queen’s corporate office released a statement clarifying that franchisees operate independently — and that the sign outside the Kewaskum location represented only the personal views of its owner, not the company as a whole.
“The views expressed by this location’s owner are his own,” the company said. “Dairy Queen values inclusivity and welcomes all customers.”
The response was measured but clear, reminding the public that while the brand supports individual franchise owners, it also aims to maintain a welcoming environment for everyone.
A Symbol Larger Than a Sign
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