Since its beginning 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 and has put smiles on the faces of customers and franchisees at more than 550 locations in 31 states. By Patty Horansky
Since its beginning 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 and has put smiles on the faces of customers and franchisees at more than 550 locations in 31 states.
The brand’s silky frozen ice and smooth, creamy custard remain its main attractions, delivering on its iconic slogan, “Ice, Custard, Happiness.”
Over the past 40 years, Rita’s has gained something of a cult-like following, but it hasn’t been 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’ need 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 and easily replicated business model that features a flexible footprint, multiple revenue streams, minimal food costs and low employee counts.
The ice is made fresh daily, and the company uses real fruit along with a variety of flavors, such as 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 flexible footprint that can go into many different channels,” said Jenkins.
In addition to the traditional walk-up locations, drive-thrus and delivery became popular options during the pandemic and have proven to be game changers.
Rita’s recently developed an app that lets consumers learn what’s new and participate in their loyalty program. It also has a brand-level relationship with the third-party delivery services DoorDash, Uber Eats and GrubHub. Catering is also an excellent avenue to attract repeat customers and increase revenue.
“It’s an excellent franchise opportunity,” Jenkins said. “The products are high-quality, difficult to duplicate, and craveable.”
While Rita’s may be best-known in the Mid-Atlantic region, it is expanding into Virginia, Florida, the Carolinas and beyond. One Arizona couple originally from Philadelphia loved the product so much that they opened a location in Tucson. The company also has placed a particular emphasis on drive-thrus.
“For a franchisee, it’s a rewarding brand to run,” Jenkins noted. “Many of our franchisees are husband-and-wife teams. The hours and lifestyle can be very manageable.”
The company features single-unit and multi-unit franchising opportunities, as well as seasonal or year-round options. It also discounts the initial franchise fee to veterans.
Unlike standard QSRs, Rita’s uses no fryers, grills or slicers. This helps to keep costs low and creates a great part-time, entry-level job for high school and college students, who often return year after year.
Rita’s emphasizes enjoyment, family, community and fun. It encourages franchisees to support local organizations, charities and the long-standing brand relationship with Alex’s Lemonade Stand Foundation. It also encourages celebrating special events and holidays, such as Valentine’s Day or the first day of spring.
Rita’s helps its franchisees with seeking a location and provides robust training that includes an online university, five days of training at the franchise headquarters in Pennsylvania, an internship at an operational store and ongoing support from the corporate team.
Delivering a rewarding and memorable experience for customers and franchisees is what Rita’s is all about.
“The love for Rita’s is deep and our goal is to grow that well into the future,” Jenkins said.
Patty Horansky