Yum - Rita's is italian ice with "custard" soft serve in it. The italian ice comes in dozens of flavors and the fruit ones often have real chunks of fruit in them.
I'm a big fan of chocolate custard with black cherry ice. The vanilla custard goes well with a citrus or fruity ice. I think the cream ices are an abomination, but that's just personal taste.
There are also many many Rita's locations, aside from this one on Forbes