RITA’S HITS THE ROAD WITH COOL WHEELS, A MOBILE MARKETING TOOL DELIVERING FREE SAMPLES TO NEW MARKET
Bensalem, PA (June 14, 2006) – When faced with the challenge of how to introduce Rita’s Italian Ice to those who had never tasted it, the nation’s largest Italian Ice chain decided to hit the road – literally.
The company recently rolled out Cool Wheels, a 2006 Freightliner RV that has been made into a roving Rita’s. The 28-foot long, 12-foot high vehicle is equipped with a pair of dipping freezers to hold the Italian Ice, a custard machine and pull-out red and white striped awning.
Operated by a three person crew, Cool Wheels can serve 2,000 free samples of Rita’s products – including Italian Ice, Frozen Custard, Gelati and Misto – before re-stocking.
Recently Cool Wheels began touring community events. One of its first stops was in West Philadelphia at a playground being rebuilt by members of the NFL’s Philadelphia Eagles. At an event at the Penn Wynne Elementary School in Wynnewood, Pa. Cool Wheels helped raise over $90,000 for Alex’s Lemonade Stand. Throughout the summer and early fall Cool Wheels will visit areas where Rita’s already has a presence or where the company has targeted for expansion.
“Once someone tastes a Rita’s product they become a fan for life,” said Jim Rudolph, CEO of Rita’s Water Ice Franchise Company LLC. “Cool Wheels will allow us to offer a lot more people the chance to sample Rita’s products and go into new areas where we might not have any existing franchises.”