A Dairy Queen in Kewaskum, Wisconsin, went viral after its outdoor sign displayed “Merry Christmas” alongside

an offer of free sundaes for veterans. The message spread quickly online, drawing mixed reactions from across the country.

Owner Kevin Scheunemann said the sign reflected his personal values and gratitude toward those who served.

Supporters praised it as a heartwarming gesture that combined holiday cheer with honoring veterans. Critics,

however, viewed it differently, noting how public messages can carry varied meanings depending on personal beliefs and experiences.

Dairy Queen’s corporate office clarified that the message represented only the franchise owner’s views, not the company as a whole.

They emphasized the brand’s commitment to diversity, inclusion, and welcoming all guests across its nationwide locations.

Locally and online, the sign continues to spark conversation. For some, it stands as a symbol of community spirit and appreciation

for service members. For others, it raises questions about how businesses should balance personal expression with broader inclusivity.

This moment underscores the influence of words in public spaces. Even a simple holiday greeting can ripple outward,

igniting discussions about values, identity, and the role of businesses in reflecting community beliefs.