They serve (Italian) ice, custard and happiness. Forget Xanax and all those anti-depressants/anti-anxiety meds. The place is bright and a bit colorful. They have Disney animated films OST playing in the background. I got all happy when they played The Little Mermaid's "Kiss the Girl"...my favorite song/scene from my favorite Disney movie! See, it worked! It made me happy but didn't solve my ADD.
So about their ice and custard...we got a piña colada ice with vanilla custard, and a tropical fusion with strawberry custard. Their custard fits the definition of a true custard. Piña colada ice was good but I loved the tropical fusion ice. It's pretty much like POG (pineapple, orange and guava)/four seasons...brings back childhood memories! There I go with the happiness thing again!
I had my taste buds set on banana ice and chocolate custard though but when we got there, they didn't have it. They only have about 6 ice flavors. Plan B tasted good too. Rita's has been around for years in Philly (I think) so this is not trendy or elitist, just so you know. ;)