Of Course Someone Is Offended. Someone Is ALWAYS Offended.

A Dairy Queen owner in Kewaskum, Wisconsin is in the middle of a bit of a firestorm after people started to complain about a sign owner Kevin Scheunemann posted about four years ago.

In case you cannot read the sign above which is posted on the front door, it reads:


This Restaurant is

We have been known to Say:
“Merry Christman”
“Happy Easter”
“God Bless America”

We salute and Honor the Flag,
Give thanks to our Troops
Police Officers, and Firefighters,
Give thanks for the USA
and give free Sundaes to Veterans on Veterans Day.

If this offends you
you are welcome to contact the owner at
(insert email address here)
and arrange a designated “snowflake safe space”
a minimum 24 hours in advance.

In God We Trust.

Even though the sign has been up for four years, it was recently posted by a visiting student from Oregon to the Dairy Queen corporate Facebook page, which of course caused a bit of a firestorm.

The student’s complaint said the “politically incorrect” warning was “extremely offensive,” and demanded the company “deal with (the) franchise owner,” Scheunemann said.

Since then, DQ has continued to get comments about the Kewaskum store, most of them in support of Scheunemann and his sign:

For its part, Dairy Queen responded to the controversy with the following statement:

“American Dairy Queen Corporation does not encourage our independently owned and operated franchisees to post non-business related messages in their locations or on their external reader boards. This sign expresses the views of this independent owner only and does not speak for ADQ Corporation or any of our other independent franchise owners. We expect our franchisees and employees to treat every person who walks through our doors with the utmost dignity and respect. Nothing less is acceptable.”

The inspiration for the sign started when a customer complained about the Christian music Scheunemann had playing in the store.

Scheunemann has also had to deal with a customer who said that giving free sundaes to vets on Veterans Day was wrong and should be stopped.

I felt the sign was appropriate to hang in terms of being transparent about the views of the owner and staff supporting God and country,” said owner Kevin Scheunemann.

“It just seems that those kinds of values and principles are becoming controversial in society,” he said.

Yet what has gotten the recent publicity is the Facebook post by a student demanding that Corporate Dairy Queen “deal with” the franchise owner.

There is a bit of irony when you think that a student is “triggered” by sign that states what the owner and employees believe. After all, this is the “tolerance” we often see from people who want others to be tolerant of their ideas and beliefs, but are not tolerant of others’ beliefs. Secondly, instead of actually talking with the owner, the student went full nuclear first by going to DQ Corporate and demanding that they “deal with” Scheunemann. Lastly, Schuenemann is running a business. If he makes a wrong move in that business or offends enough customers to the point where his business is not profitable, that’s the end of the business. The risks for Scheuneman are significant due to the cost of the franchise itself:

The franchise fee for a Dairy Queen restaurant is $25,000 to $35,000. The total estimated investment ranges from $382,000 to $1.8 million, with liquid cash available of $400,000. A 4-5% royalty fee on gross monthly receipts is paid to the company.

After all, a student from out of town knows more about running a business than the guy who has successfully running the business and who knows his customers.

Luckily for Scheunemann, the whole thing is resulting in people writing Dairy Queen in support of the owner and the sign.

Furthermore, the store seems to have the support of the townspeople and the business community within the town:

Other business owners in town say they support Scheunemann’s right to run his business the way he sees fit.

“He posted it on the door so you see it before you walk in,” said April Serwe, who owns local bar PJ Magoos. “You don’t have to walk in if you don’t agree with it.”

In fact, some people in town told us there isn’t even a need for a sign like that — because most residents in Kewaskum share the same values.

“In this small community, I don’t think it’s a problem,” said resident Liz Torrison. “We’re all just liking each other and having fun.”

Next time we drive through Kewaskum, Wisconsin, (which in all honesty, will be the first time,) we plan on stopping by the DQ and getting a Blizzard just to support a business, owner, and town whose ideals are worth supporting.

2 Responses to “Of Course Someone Is Offended. Someone Is ALWAYS Offended.”

  1. Percy says:

    It is sad that an out of state student would even feel the need or has the spare time to make this a national issue. I suggest he boycott the place and never again return to the Kewaskum Wisconsin DQ. Llike you said these folks believe in freedom of speech/ideas only when it promotes their narrow minded views.

  2. Percy says:

    I wonder if the students behavior stems from being raised in the “if you see something, say something” generation which assumes that government will always take care of you and fix all your problems. The older generations seem to have more of a “if you see something, do something” attitude which led to individuals being more self-reliant and working to fix problems (or perceived problems) on their own. I kinda blame social media for creating an environment where folks feel all they have to do to solve problems is make a post on Facebook or tweet something and some higher entity will make it right.