A Dairy Queen restaurant has gotten itself into trouble with this controversial sign. The worst part? The owner refuses to apologize.

A small Dairy Queen branch in Kewaskum, Wisconsin, became the unwitting focus of a nationwide debate after a sign outside the store went viral. The hand-painted sign, which included messages like “Merry Christmas” and offered free ice cream to veterans, was described by the owner as “politically incorrect” and sparked mixed reactions across the country—from sincere praise to sharp criticism.