Hoping to capitalize on the enduring appeal of Ritter’s Frozen Custard, the chain’s New York owners are launching another attempt to right-size the franchises with a new Indianapolis store, a revamped marketing plan, and burgers and fries.
As a new owner revamps the Ritter’s business plan, at least four of the frozen custard stands in the area have either opened or are set to reopen in the same locations where they previously operated.
After purchasing the Franklin-based company two years ago, TruFoods says it now is positioned to seek franchisees in an attempt
to grow the Ritter’s chain to 100 locations within five years.
Indianapolis residents have been passionate about Ritter’s handmade frozen custard ever since it debuted almost two decades
ago. But while the ice cream is sweet, the story of the former mom-and-pop company’s attempts to morph into something grander
is decidedly bitter. Now, New York-based TruFoods, which bought the company in May 2008, is trying to get the formula
right.
The Indianapolis-based parent of the Ritter’s Frozen Custard brand has been stuck in a cold streak lately, facing scores of
new ice-cream competitors and a dwindling lineup of franchisees. But RFC Franchising LLC is planning big changes designed
to firm up the home-grown chain, which now has 48 stores in nine states, down from more than 60 locations in 2005.
