The Power of "Free"

Yesterday was the first day of spring, which in Philadelphia meant that Rita's gave away free water ice (or Italian ice if you are not from the Philly area). Last year they handed out over 1.2 million cups of water ice in 10 hours, and that was on a first day of spring that was cold and rainy. This year they probably gave away even more because it was a gorgeous 70 degree day. This mass freebie campaign might seem a bit extreme, especially for a franchise company like Rita's, but the company has been doing it for over 19 years and remained successful. It serves as a welcome to warm weather and the only two seasons Rita's is open (spring and summer). It also ensures visitors keep Rita's in mind any time they want a cold treat. Because the franchise is only open for half the year, the "First Day of Spring" promotion keeps it relevant year after year.