Rita’s Italian Ice Dallas Growth Plan Targets 10 New Stores

Second-generation restaurant entrepreneur Kyle Wiborg will introduce drive-thru-focused Rita’s locations across the Dallas market

Rita’s Italian Ice & Frozen Custard is preparing to expand its presence in North Texas through a new 10-unit development agreement led by Dallas entrepreneur Kyle Wiborg.

Although Wiborg has been surrounded by the restaurant franchise industry for much of his life, his interest in Rita’s began as a customer. He first discovered the frozen dessert brand while passing through an airport and looking for something refreshing before his flight home.

The experience left a lasting impression. When Rita’s later announced plans to strengthen its presence in Dallas, Wiborg saw an opportunity to turn his familiarity with franchising into a business of his own.

A Family Background in Restaurant Franchising

Wiborg enters the Rita’s system with experience that extends across multiple sides of the franchise industry.

His father, Steve Wiborg, has held corporate restaurant positions and operated franchised businesses associated with major brands such as Burger King and Taco Bell. Growing up around those businesses gave the younger Wiborg an early understanding of restaurant operations, franchise systems and the responsibilities of business ownership.

Wiborg later built his own career in finance, where he regularly evaluated restaurant transactions and worked with different foodservice concepts. That experience helped him understand the economics behind restaurant development, but he remained selective about choosing a brand for himself.

He wanted a concept that offered an established operating system, a recognizable product and room for long-term growth. Rita’s eventually stood out as the right fit.

Ten Rita’s Locations Planned for Dallas

Wiborg’s development agreement calls for 10 Rita’s Italian Ice locations throughout the Dallas area.

The deal represents a significant expansion for the brand in a market where only two Rita’s shops are currently operating. It also supports the company’s broader growth strategy as Rita’s continues moving beyond its traditional East Coast base.

The brand currently has approximately 610 locations and expects another 20 shops to open by the end of the year.

Under the Dallas agreement, Wiborg plans to open his first four locations by the end of 2026. Those initial openings will establish the foundation for the remaining units in his development schedule.

Drive-Thru Service Will Be Central to the New Locations

The upcoming Dallas stores are expected to feature updated Rita’s prototypes that include drive-thru lanes and outdoor patio areas.

For Wiborg, drive-thru capability was an important consideration when evaluating the opportunity. His background in restaurant finance showed him how convenience-focused formats can strengthen customer traffic and make a concept more accessible.

Rather than relying entirely on walk-in visits, drive-thru service gives customers another way to purchase Italian ice, frozen custard and other desserts. That flexibility can be especially valuable for parents, commuters and families with busy schedules.

Outdoor patios will also play an important role in the Texas locations. Rita’s has traditionally positioned its shops as community gathering places where customers can relax and enjoy dessert together.

The combination of a drive-thru and patio allows the brand to serve customers looking for speed while maintaining the social experience associated with a neighborhood dessert shop.

Rita’s Continues Expanding Across Texas

Rita’s President and CEO Linda Chadwick said the company was enthusiastic about Wiborg’s interest because of his restaurant background, financial knowledge and familiarity with franchising.

The Pennsylvania-based brand initially built its strongest presence in the Mid-Atlantic region before expanding into Florida, the Midwest and the south-central United States.

Texas has become an increasingly important market within that strategy. Rita’s has developed a stronger presence in Houston and has also been targeting opportunities in San Antonio and Austin.

Dallas, however, has remained relatively underdeveloped compared with those markets. Wiborg’s 10-store commitment gives Rita’s an opportunity to build greater brand recognition across one of the state’s largest metropolitan areas.

Flexible Store Formats Support Franchise Growth

Another advantage of the Rita’s franchise model is the flexibility of its real estate requirements.

The concept can operate in several types of commercial spaces, including previously occupied restaurant locations. These second-generation spaces may already have useful infrastructure, visibility or drive-thru access, potentially making them attractive options for future development.

In one example, Rita’s adapted a site that previously had two drive-thru lanes. The layout was redesigned to use one lane for vehicle service while converting the additional space into an outdoor patio.

That flexibility may help Wiborg evaluate a wider range of properties as he searches for suitable locations throughout Dallas.

Community Involvement Remains a Franchise Priority

While Rita’s is interested in experienced multi-unit operators, the company also looks for franchisees who are willing to remain actively involved in their local businesses.

Community participation is particularly important because Rita’s locations frequently build awareness through catering, youth sports, school activities and neighborhood events.

Wiborg has already begun developing local relationships and learning more about the communities where he may open stores. That involvement aligns with the brand’s preference for franchise owners who are visible, accessible and engaged.

As Rita’s Italian Ice expands in Dallas, Wiborg’s combination of financial experience, franchise knowledge and customer enthusiasm could help the brand establish a much stronger position in North Texas.

Explore more about Rita’s Italian Ice & Frozen Custard franchise opportunities.