Ice, Custard and Happiness = Rita's. At Rita's, our tag line of "Ice Custard Happiness" is more than a saying. It’s our way of life. Our guests come to Rita’s to feel carefree, to escape the pressures of daily life, to take a moment for themselves, and to get a dose of happiness! Therefore, our franchise and Treat Teams stop at nothing to ensure that each guest enjoys the freshest, highest quality treats -- served quickly and with a smile.