In the small town of Kewaskum, Wisconsin, a Dairy Queen franchise went viral and was responsible for a heated debate regarding a bold sign on its door. In the name of being ‘politically incorrect,’ the declaration has created a bigger conversation about whether personal beliefs should be allowed in the workplace. If so, the ramifications for companies could be massive.
A Bold Declaration
The sign, which was posted in 2017 on the Dairy Queen door, stands as an apparent testament to “support for God and country.“[1] It uses phrases like “Merry Christmas” and “Happy Easter,” along with a statement offering free ice cream to veterans. Additionally, it features a large “In God we trust” on the page. The display has sparked support and criticism from patrons and observers alike.
The celebration of Judea-Christian holidays is not a new topic of conversation in America. The issue resides in being “politically incorrect” of celebrating and inherently “forcing” specific religions on strangers who may not also celebrate the holiday. That said, there is a huge difference between being included in something you aren’t part of and being excluded from something you are part of. If Dairy Queen had come out and said “anyone who does not celebrate Christmas or Easter is not welcome here”, then there would be a real problem; then you are excluding people. That is what is happening here.
The owner, Kevin Scheunemann, has defended the sign, arguing that it’s a matter of transparency regarding the establishment’s values. He says the values are rooted in faith and patriotism, despite any contentious modern societal beliefs.[2] Scheunemann has stood firm despite backlash, indicating that the sign’s placement was prompted by a customer complaint about Christian music playing in the restaurant four years ago. Despite public criticism, Scheunemann remains resolute, and he has no intentions of removing the sign.[3]
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Navigating “Politically Incorrect”
The controversy helps highlight the relationship between personal beliefs, business identity, and consumer sentiment. While the sign has clearly attracted the attention of some (clearly bored) tourists, the polarizing nature of its content has invited criticism. While some argue that strong stances can strengthen brand loyalty and resonate with specific consumer demographics, others caution against the potential risks and consequences of such actions. Research indicates that belief-driven consumers, particularly millennials and Gen Z, may prefer companies that align with their personal, social, and political values.[4]
But before companies decide to take a public stand on any issues, it’s important to carefully evaluate the benefits and drawbacks of what position to take. A company should have a crisis management plan in place can help mitigate any unforeseen consequences, like if the audience your plan on aligning with aligns with company profit margins. For example, the priority of a company’s bottom line will be impossible to ignore. As long as Dairy Queen’s profits aren’t hurting, then all this san is doing is creating free marketing.
This “Dairy Queen controversy” brings forward the broader challenges some businesses have to navigate where personal beliefs meet public perception. While taking a stand on political issues may carry inherent risks, it also presents tremendous opportunity for to connect with consumers on a deeper level. Ultimately, the decision to engage in political discourse requires careful consideration of the potential impacts and alignment with core values.
This article originally appeared on The Premier Daily and has been republished here with permission.