A Dairy Queen in Kewaskum, Wisconsin, went viral after a roadside sign reading “Merry Christmas” and offering free sundaes for veterans sparked national debate.

While many social media users praised the message as patriotic and positive, others criticized it as “politically incorrect” or potentially exclusionary.

Owner Kevin Scheunemann defended the sign, saying it reflected his personal values and his gratitude toward veterans. Supporters applauded his honesty, while critics argued that public businesses should be more neutral in their messaging.

Dairy Queen’s corporate office issued a statement clarifying that the sign represented only the owner’s views and reaffirmed its commitment to diversity and inclusivity.

The incident has since become a discussion point about free speech, public expression, and how even simple words on a sign can spark national conversation.