In May, Jenny and Scott McLaughlin opened a Rita’s Italian Ice & Frozen Custard franchise at 840 A1A North, Ponte Vedra Beach, next to The Fresh Market. The shop’s most popular items are frozen custard, Italian ice and gelati, which consist of layers of Italian ice and custard — but there’s much more. The Recorder spoke with Jenny McLaughlin about the shop, what’s new and her commitment to the community.
Tell us a little bit about your treats. There are always some great flavors.
“We make our ice daily, using fresh fruit. And some of the flavors are, for instance, watermelon, lemon, cherry,” Jenny McLaughlin said. “Our top seller, nationwide, is mango Italian ice.”
In fact, Rita’s continually rotates its selection of more than 80 flavors. Each visit can be a new experience.
“And there are a lot of ways customers can create their own flair, whether it’s putting on toppings or mixing the ice with the custard,” McLaughlin added.
Rita’s was started in 1984 by a firefighter who sold the treats from his front porch window in Philadelphia. The firefighter, Bob Tumolo, named the business after his wife. Today, the company has grown to more than 550 shops in more than 30 states.
For those who are only familiar with ice cream, how would you describe custard?
“It’s got a very creamy, smooth flavor,” McLaughlin said. “It’s just different than ice cream. It’s different than frozen yogurt. It’s got a more decadent, layered flavor with creaminess.”
Even those who have tried custard elsewhere might be surprised at the unique flavor of Rita’s.
“It’s a very special recipe,” she said. “It’s confidential, proprietary. Everyone loves the custard. I think it has a lot to do with the consistency and the natural flavors — and that it’s made every day.”
What about your gelati? Do customers have some favorite combinations?
“That is definitely a favorite,” she said. “A lot of people like to mix the pina colada ice with the vanilla custard, so it tastes like if you were getting a pina colada at a restaurant! There are a lot of different things that you can do based on what flavors we have in custard, ice plus the toppings.”
Have you received much feedback since your new shop opened?
“The feedback we’ve gotten has been amazing!” she said.
Some of the best praise the McLaughlins have received has been with regards to their location. It’s near enough to Mickler’s Landing to attract beachgoers and it’s centrally located to cater to the general Ponte Vedra market. Previously, to get something from Rita’s, a Ponte Vedra resident had to drive to Jacksonville Beach or St. Augustine Beach.
“Both of those stores are amazing, but this just makes it more convenient,” Jenny McLaughlin said.
How did you decide to buy this franchise?
“The Rita’s brand is something Scott grew up on,” she said. “When we were thinking about what we wanted to do, it was the first thing that came to mind for him.”
It’s a family enterprise, with Scott McLaughlin’s father, Richard, as a partner in the business and the next generation of McLaughlins either employed there or connected in other ways. The couple are looking at possibly buying some more stores in the future.
“The long-term goal is to have these up and running and leave a legacy for our children,” Jenny McLaughlin said.
You are also very much involved in the community. Tell me a little bit about that.
“We have done several events with schools,” she said. “And we did an event with a Fourth of July golf cart veterans’ parade. We had a drive at one of the schools in the Southside area. They were doing a backpack giveaway. It was amazing to see these children who don’t really have a lot come up to the cart and get something for free.”
She said Rita’s was invited to participate by the event sponsor, Baggett Law.
“We just recently did the Jack Wheeler Foundation golf tournament,” she added.
The tournament raised money for Jack H. Wheeler Memorial Scholarships, named for the young man who was tragically lost in a traffic accident. The McLaughlins have known the Wheeler family for several years.
In addition, Scott McLaughlin has been active with youth sports programs, coaching baseball, football and basketball teams.
Tell me a little about your professional background.
“I have been in human resources, recruiting, since the ’90s,” Jenny McLaughlin said. “I’m currently the recruiting director with an IT consulting and solutions group. And then, my husband’s been in the mortgage industry for 30 years. So, we both have fulltime, regular jobs.”
Her role with the Rita’s franchise largely involves marketing and managing the business’s social media.
“It’s not an area that I have education and training in, but I’m learning it and I love it!” she said. “My purpose right now is to really network and connect and talk about brand awareness.”
Where are you from originally?
“I was born in Florida,” she said. “Been in Jacksonville since ’97. We’ve been in the St. Augustine area for 10 years. Scott is originally from the Northeast, Philly. He moved here about 20 years ago. So, we’re rooted here.”
What do you like best about living in this area?
“Obviously, the weather is nice,” she said. “We’re very outdoorsy people.”
The McLaughlins enjoy the beach, boating, canoeing, barbecuing outdoors and visiting the public swimming pool nearby.
For further information about Rita’s Italian Ice & Frozen Custard in Ponte Vedra Beach, go to ritaspontevedra@gmail.com.
