Q&A: Rita's development chief talks expansion plans, new store formats
Rita’s Italian Ice & Frozen Custard has taken a creative approach to real estate development as it continues increasing its store count.
The East Coast quick-serve chain recently launched a flexible drive-thru prototype, adaptable to various footprints (500 sq. ft. to 2,500 sq. ft.), including walk-up and drive-thru-only builds. Rita’s also has expanded by converting former banks, dry cleaners and other nontraditional sites into thriving treat shops.
To learn more, Chain Store Age spoke with Lawrence Brown, chief development officer at Rita’s, who detailed how the chain has expanded its footprint through a flexible real estate model and adaptive reuse.
When was Rita’s launched?
Rita’s Italian Ice was founded in 1984, in Bensalem, Pa., by former firefighter Bob Tumolo. What began as a single neighborhood shop serving his family’s cherished, multi-generational Italian ice recipe, handed down from his grandmother, has grown into a beloved national brand known for spreading happiness through its frozen treats.
How many locations does the chain currently have? How many stores are slated to open in the near future?
Rita’s currently has nearly 600 locations across 30-plus states and internationally. We have already opened 16 new locations this year and plan to launch an additional 19 by the end of 2025, reinforcing our commitment to thoughtful, strategic growth in key markets.
What geographic areas is Rita's planning on expanding into, and how are these markets determined?
Rita's is especially focused on growth throughout the Sun Belt and Southeastern regions, including Florida, Texas, Georgia, Arizona and the Carolinas. These markets not only align with our warm-weather sweet spot, refreshing guests with treats, but also offer strong brand awareness, rapid population growth, and dense family demographics. We prioritize areas where our seasonal model can be effectively extended and where our franchisees are well-positioned for long-term, year-round success.
Describe the different types of store formats Rita's has and how they best fit with different types of vacant properties.
Rita’s offers a range of flexible store formats, including walk-up counters, traditional sit-down shops, and increasingly, drive-thru locations, that allow us to adapt to a variety of real estate opportunities. Our development strategy is increasingly focused on second-generation spaces, especially drive-thru-enabled properties such as former banks, QSRs, coffee shops, dry-cleaners or small-format restaurants. These sites are ideal for Rita’s because of their existing infrastructure, high visibility and strong traffic flow.
With footprints typically under 1,000 sq. ft., Rita’s is uniquely positioned to bring new life to vacant retail spaces in a cost-effective and time-efficient way. What sets us apart from other brands is our approach to these spaces. Instead of demolishing and rebuilding, we leverage the existing layout and infrastructure to build the Rita’s store. This reduces startup costs and build-out timelines significantly, allowing franchisees to open faster and at a lower expense.
Importantly, locations with drive-thru service perform better. Drive-thru access increases throughput during peak hours, supports mobile and digital ordering, drives higher average checks, and delivers the speed and convenience today’s guests expect. In colder markets, it also helps extend Rita’s appeal beyond the traditional seasonal window. This adaptive real estate approach enables us to enter new communities quickly and strategically, while providing franchisees with greater flexibility to select the ideal location for long-term success.
How does Rita's expect the QSR industry to grow over the next several years, and how is the chain adapting to changing consumer trends?
The QSR landscape is rapidly evolving, driven by consumer demand for speed, convenience, and seamless digital connectivity. We anticipate sustained growth across drive-thru service, mobile ordering through our dedicated app, and off-premise channels, including delivery, while increasing our emphasis on digital engagement and purpose-driven branding. These trends are fundamentally shaping how and where we grow.
At Rita’s, we’re evolving alongside the industry by accelerating our drive-thru expansion nationwide, enhancing our mobile and online ordering experiences to make it easy for guests to interact with us, and leveraging adaptive real estate formats to better meet customers wherever they are. But just as importantly, we’re doubling down on what makes Rita’s truly special: delivering nostalgia, joy, and family-friendly fun through high-quality, fresh-made treats every day.
In a climate where customers seek feel-good, affordable indulgences and franchisees want proven, flexible models, Rita’s is uniquely positioned to thrive. We’re not chasing trends for the sake of it. We focus on meaningful innovation that honors our legacy while making us more accessible, more convenient, and more relevant than ever.
