One of the brand’s earliest operators reflects on growth, community ties and building a multi-generational business

PHILADELPHIA (July 3, 2025) – Rita’s Italian Ice & Frozen Custard is marking a franchise milestone this summer: the 35th anniversary of longtime franchisee Mitch Cove, who opened the brand’s sixth location in 1990, just steps from where he grew up in Northeast Philadelphia.

Cove and his wife launched the business together after responding to a newspaper ad about the fast-growing frozen treat brand. While he continued working full-time as a CPA during those early years, she managed the shops and helped establish a strong foundation. Over time, what began as a side business evolved into a family-run operation with deep roots in the neighborhood.

“Rita’s has been part of our lives for 35 years,” said Cove. “We’ve had kids come work their first job with us, then come back 20 years later to share how it shaped them. It’s been a gift to watch this business grow with our family and our neighborhood.”

As Cove’s own family began to grow, he brought in his younger cousin, Jordan Kasner, who started working at the shop in high school and returned during college breaks. A few years later, the pair opened new shops together. Kasner went on to become a successful multi-unit operator himself, now overseeing six Rita’s locations. Another longtime team member, Dan MacKerchar — who started out working in Cove’s stores and later partnered with Cove — has also become a Rita’s franchisee.

Today, Cove owns three locations, including one co-owned with his son Brandon, a Temple University graduate who spent nearly a decade in tech consulting before joining the family business full time. Together, the pair has introduced new operational strategies and expanded mobile and catering offerings to reach customers at community events, parties and festivals.

Cove’s shops are well known in the Philadelphia area for their youth hiring, fundraising nights and partnerships with local schools, churches and first responders. Events like celebrity scoop nights and public safety pop-ups, where police and EMTs serve free treats and meet families, have become local traditions.

As the business enters its next chapter, the Coves plan to continue growing with an emphasis on mobile expansion and additional shop acquisition.

“Rita’s has evolved over the years, but the heart of it hasn’t changed. It’s still about bringing people together,” said Cove.

About Rita’s Italian Ice & Frozen Custard

Rita’s Italian Ice & Frozen Custard opened its doors in Bensalem, Pa. in 1984, and has been dedicated to spreading “Ice, Custard, Happiness!” ever since. Now, Rita’s is the largest Italian Ice concept in the world with over 575 shops. Guests around the world visit Rita’s to celebrate their everyday moments with freshly made cool treats in a fun-filled atmosphere. Known for its famous Italian Ice, made daily featuring real fruit, and signature Frozen Custard, Rita’s serves a taste of happiness with each delicious treat. As the brand continues to grow, Rita’s is actively seeking passionate franchise owners who want to bring its beloved treats to more communities. For more information on franchise opportunities, visit ownaritas.com or call 1-800-677-7482.

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Contact: Betsy DeMik, Champion

(972) 930-9933; bdemik@championmgt.com

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