The franchise owner, Kevin Scheunemann, addressed the attention by emphasizing that the sign was never meant to provoke controversy. He explained that it represented values he has held for years and that the message was intended to show appreciation, particularly toward veterans, rather than to divide. According to Scheunemann, the sign had been displayed for a long time without issue and only became controversial after going viral. He also stressed that all customers are welcome at his restaurant, regardless of background or beliefs, and that the sign reflects a personal stance rather than a broader statement on behalf of others.

Public reaction remained mixed as the discussion continued. Supporters praised the owner for expressing his values openly and for supporting veterans, with many local residents noting that the restaurant has long served as a friendly gathering place for families and community events. Critics, on the other hand, argued that businesses should strive for inclusive messaging that makes all customers feel equally represented. As the debate grew, it came to reflect a larger national conversation about the balance between personal expression and inclusivity in public-facing businesses. In response to the attention, Dairy Queen’s corporate office clarified that franchise locations are independently operated and that signage decisions are made by individual owners, reinforcing that the views expressed on the sign do not represent the company as a whole.