Italian ice isn’t exactly a household concept in Hawaii, where shave ice (or ice shave for Big Islanders) is king.
That said, Dean Park hopes to complement Hawaii’s shave ice scene with Italian ice, frozen custard and additional cool treats served by Rita’s Italian Ice, a national chain with more than 600 units.
Park, a Hawaiian Airlines pilot for the past 15 years, and his investor-partner, Michael Perez, formed Hawaiian Island Treats LLC and secured the area development agreement for the islands. They also are franchisees and have committed to opening 20 Rita’s locations statewide by 2025.
Park got turned on to Italian ice by a friend and mentor. Once he tried it, he thought it would do well in Hawaii.
“We’re not here to replace shave ice,” Park assured TheBuzz. Italian ice “is different,” he said.
Shave ice is ice shaved into some sort of serving vessel, presented with at least one flavor of syrup poured over it, and additional options include azuki beans and/or ice cream at the bottom and/or sweetened condensed milk poured over the top, depending on where you buy it.
Mainlanders often confuse shave ice with snow cones, but those are made with crushed ice, providing a different texture from the local favorite.
Italian ice is made differently from shave ice and snow cones. Its flavoring ingredient, whether fruit puree, fruit-flavored syrup or a similar ingredient, is frozen along with the water. It is similar to sorbet and sort of like granita.
Given Hawaii’s shave ice variations, it’s interesting that among Rita’s cool treats is something called cream ice. The Rita’s website describes it as ice cream, backward, because it’s more creamy than icy.
In addition to Italian ice, cream ice and frozen custard, Rita’s offers sugar-free Italian ice; milkshakes and sundaes with frozen custard as a base; Gelati, or a layering of Italian ice and frozen custard; Misto, a blend of Italian ice and custard; Blendini, blended Italian ice and frozen custard served with a choice of candy or cookie toppings; frozen drinks; frozen custard cakes; and frozen custard cookie sandwiches.
Park has lived in Hawaii “on and off for 15 years but permanently for the last four,” he said. Perez was born and raised here.
They know the Hawaii market is unique and, as such, have gotten permission from Rita’s corporate headquarters to do things with the restaurant, the brand and the flavors that will be unique to Hawaii, Park said.
For one, Rita’s Hawaii locations will serve traditional soft-serve ice cream in addition to its signature frozen custard. The partners also are test-marketing certain flavors that will be available only at Rita’s in Hawaii. “Even though it’s a mainland franchise, we really want to somewhat tailor it around locals,” said Park. “Hawaii’s about local people.”
The partners are contemplating having a “Rita’s girl” represent the brand, but not a sexy, pin-up girl type of model. Rather, the Rita’s girl likely would be somewhere between 8 and 14 years old and would be an ambassador for the brand.
Hawaii’s first Rita’s Italian Ice could be in the Rascal’s Family Fun Center at Dole Cannery, possibly with a counter inside and an additional service window to the outside, depending on permitting, Park said. The partners also are exploring additional locations on Oahu, and eventually will look at Maui, Kona and Kauai for new Rita’s locations.
It is likely that the partners will sell some local franchises, but they want to get their owned-and-operated units up and running first, Park said.
Reach Erika Engle at 529-4303, erika@staradvertiser.com, or on Twitter as @erikaengle.
