A Dairy Queen in Kewaskum, Wisconsin, gained national attention after a sign outside read “Merry Christmas” and offered free sundaes to veterans.

The message drew both praise and criticism — some saw it as a warm gesture of gratitude, while others questioned its inclusivity in a diverse community.

Owner Kevin Scheunemann defended the sign, saying it reflected his values and respect for veterans. Many locals supported him,

appreciating his generosity, while others worried it might unintentionally exclude those with different beliefs.

What began as a local holiday message soon became a nationwide debate about free expression and community identity.

Dairy Queen’s corporate office responded, clarifying that the sign represented only the franchise owner’s views.

They reaffirmed the company’s commitment to diversity, inclusion, and respect for all customers and employees.

The Kewaskum Dairy Queen sign ultimately sparked a broader reflection on kindness, communication, and the impact of simple words. Whether viewed as a heartfelt

holiday greeting or a moment to consider inclusivity, it showed how even small gestures can unite people — if not in agreement, then in meaningful conversation.