From its beginnings on a front porch outside of Philadelphia in 1984, Rita’s Italian Ice & Frozen Custard has grown into the largest Italian ice chain in the world – putting smiles on the faces of guests and franchisees in more than 550 locations in 31 states. By Patty Horansky
From its beginnings on a front porch outside of Philadelphia in 1984, Rita’s Italian Ice & Frozen Custard has grown into the largest Italian ice chain in the world – putting smiles on the faces of guests and franchisees in more than 550 locations in 31 states.
Rita’s silky Italian ice and smooth, creamy frozen custard remain its main attractions, delivering on its iconic logo “Ice, Custard, Happiness.”
For almost 40 years, Rita’s has gained something of a cult-like following but not without change.
“We focus on new trends and consumer patterns to keep the brand fresh,’’ said Mark Jenkins, vice president of marketing. “We know that the consumers’ needs for convenience, such as delivery, are trends that are here to stay.”
Recently named one of the Top 5 Frozen Dessert Franchises by Entrepreneur, Rita’s differs from the traditional QSR by offering a low-entry, easy-to-replicate business model featuring a flexible footprint, multiple revenue streams, minimal food costs and low employee counts.
Rita’s ice is made fresh daily, using real fruit and is available in a rotating variety of flavors, such as two customer favorites: mango and black cherry. Guests get an amazing product, with a burst of flavor in every mouthful.
Rita’s offers franchisees a menu of options too. “We have a super flexible footprint that can go into a lot of areas,” Jenkins said.
In addition, traditional walk-up locations, drive-thrus and third-party delivery options, which became popular during the pandemic, have proven to be game-changers.
Rita’s is focused on engaging guests and driving sales opportunities with a digital-first strategy. Originally launching with its mobile loyalty program, Rita’s is beta-testing mobile ordering with delivery this year. Catering has continued to be another avenue to build brand awareness, attract repeat guests and increase revenue.
“It’s an excellent franchise opportunity,” Jenkins said. “The products are high-quality and craveable.”
While Rita’s is, perhaps, best-known in the Northeast, it has expanded into 31 states across the country, with a particular emphasis on drive-thrus. “People go to other states and look for Rita’s,” Jenkins said.
One Arizona couple originally from Philadelphia loved the product so much that they opened a location in Tucson. “For a franchisee, it’s a fun brand to run,” Jenkins noted. “Many of our franchisees are husband-and-wife teams. The hours and lifestyle are very manageable.”
The franchise features single-unit and multi-unit opportunities and seasonal or year-round options. It also discounts the initial franchise fee for veterans.
Unlike standard QSRs, Rita’s uses no fryers, grills or slicers, keeping costs low and creating a great part-time, entry-level job for high school and college students who often return year after year.
Rita’s highlights enjoyment, family, community and fun. It encourages franchisees to support schools, sports teams and local charities, such as Alex’s Lemonade Stand Foundation, and it celebrates special events, such as the first day of Spring. Its presence on social media, including Instagram, is strong.
Rita’s helps franchisees with site location and provides robust training that includes an online university, five days of training in a working unit at franchise headquarters in Pennsylvania, an internship at an operational shop and ongoing support.
Delivering a rewarding and memorable experience for guests and franchisees is what Rita’s is all about. “The loyalty for Rita’s is deep, and our goal is to grow that loyalty from generation to generation,” Jenkins said.
Patty Horansky