Cold Stone Creamery

Rita's Italian Ice & Frozen Custard

Rita's Italian Ice & Frozen Custard sits on Washington Avenue in Murrieta, operating in the casual frozen-treat category where the visit fits into an evening out or weekend errand rather than a dedicated destination trip. The model centers on self-serve cups and cones — customers choose their base (Italian ice, frozen custard, or a combination), then load from a toppings bar stocked with sprinkles, candies, sauces, and mix-ins. Flavor rotation keeps the menu fresh across seasons, with seasonal offerings alongside year-round standards. The clientele clusters around families with kids stopping by after dinner, teenagers meeting up on weekend nights, and parents looking for a quick treat run during summer months when foot traffic stays steady into the evening. Winter quiets down, as is typical for frozen shops in Southern California. The self-serve format means less wait time than a full-counter operation and gives kids some autonomy in building their own bowl. It's the kind of spot where a group can spend twenty minutes or grab and go in five, depending on the occasion.