Wisconsin DQ puts up ‘politically incorrect’ sign, owner doesn’t back down

According to Scheunemann, the complaint by the student described the “politically incorrect” sign as “extremely offensive” and demanded that the company “deal with (the) franchise owner.”

Most of the comments under the photo that attracted plenty of attention but has since been deleted were in support of Scheunemann.
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.”

Scheunemann says he’s not planning on taking the sign down and adds that store is a “huge tourist landmark at this point,” with “people driving hours to take a picture with (the) sign.”


The idea to put the sign in the first place came after a complaint from a customer who was upset about the Christian music playing inside the store.

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