A Dairy Queen in Kewaskum, Wisconsin, is drawing national attention for a sign in its window proudly declaring the restaurant’s “political incorrectness.” The sign highlights greetings like “Merry Christmas,” “Happy Easter,” and “God Bless America,” while also thanking veterans and offering them free sundaes.

Owner Kevin Scheunemann says the sign has been up for nearly four years, originally posted after a customer complained about Christian music being played. Scheunemann says it reflects his dedication to God and country and hasn’t caused problems—until recently.

A tourist from Oregon took a photo of the sign and shared it on Facebook, calling it exclusive and offensive. Though the post was later deleted, it sparked a wave of online debate. Some support the sign as free expression, while others criticize it for being unwelcoming.

Local business owners defend Scheunemann, saying customers can choose whether to dine there. Many residents see the sign as simply a reflection of the owner’s beliefs.

Meanwhile, Dairy Queen’s corporate office clarified that Scheunemann’s views are his own and not officially endorsed. They emphasized that all franchisees must treat customers respectfully, regardless of faith or background.