A small-town Dairy Queen in Kewaskum, Wisconsin has unexpectedly found itself at the center of a national conversation after a sign outside its store went viral online. The hand-painted notice, which included greetings like “Merry Christmas” and an offer of free sundaes for veterans, was described by its owner as “politically incorrect” — and it’s stirred both heartfelt praise and heated criticism across the country.
The Sign That Started It All
It was a simple sign, but one that carried a message larger than its size.
Displayed proudly outside the ice cream shop, the notice read:
“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.
Within hours of someone sharing a photo of the sign on social media, it began circulating nationwide. Thousands of users shared it — some cheering the Dairy Queen for “standing up for its values,” others accusing the owner of alienating those who might not share the same beliefs.