The Dallas businessman plans to open 10 Rita’s Italian Ice shops, including four locations by the end of 2026
Kyle Wiborg was not searching for his next business investment when he first encountered Rita’s Italian Ice & Frozen Custard.
He was simply passing through an airport, preparing for a flight home and looking for something cool to eat. He decided to try Rita’s, and the refreshing dessert immediately caught his attention.
The experience remained in the back of his mind. When Rita’s later began looking for someone to expand the brand in Dallas, Wiborg already understood the product from a customer’s perspective.
He also had something few first-time franchise owners possess: years of exposure to the restaurant industry through both his family and his finance career.
That combination led him to sign an agreement to develop 10 Rita’s locations across Dallas.
Franchising Runs in the Family
Wiborg is part of a second generation of restaurant and franchise professionals.
His father, Steve Wiborg, has worked inside corporate franchise organizations and has also experienced business ownership directly. His background includes involvement with major quick-service restaurant brands such as Burger King and Taco Bell.
Watching his father operate within the industry helped Kyle learn how franchise businesses function. He saw the advantages of joining an established system, but he also understood the work required to run successful restaurant locations.
Instead of immediately following the same path, Kyle developed a career in finance. Much of his work involved reviewing restaurant opportunities and participating in transactions connected to foodservice brands.
The experience strengthened his interest in ownership, although he remained patient. He wanted his first franchise investment to be a concept he genuinely liked rather than a deal selected only from a spreadsheet.
Rita’s gave him both personal interest and business potential.
A Larger Rita’s Presence Is Coming to North Texas
Wiborg’s agreement could substantially change Rita’s footprint in the Dallas region.
The frozen dessert company currently has only two locations operating in the market. Ten additional shops would give the brand much broader coverage and introduce Rita’s products to new customers throughout the area.
Four of Wiborg’s stores are planned to open by the end of 2026. Those locations will represent the first stage of the larger development agreement.
Rita’s has approximately 610 shops across its system and expects 20 more openings before the end of the year. The Dallas development is part of a wider effort to introduce the concept to markets beyond its original regional base.
A New Store Model for Busy Dallas Families
The Dallas shops will not necessarily follow the layout of a traditional walk-up dessert stand.
Wiborg plans to use newer Rita’s designs that may include drive-thru service and outdoor patios. Both elements are expected to play an important role in how the stores attract and serve local customers.
A drive-thru was especially important to Wiborg. After reviewing numerous restaurant deals during his finance career, he became convinced that vehicle access could provide a meaningful advantage.
Customers may want Italian ice or frozen custard but may not always have time to park, enter a store and wait inside. A drive-thru makes the purchase easier for parents with children, commuters and customers stopping by after work or school.
The patio serves a different purpose. It creates a place where people can sit, relax and enjoy their desserts together.
Rita’s wants its stores to retain the relaxed, nostalgic atmosphere associated with visiting a neighborhood frozen treat shop. The new prototype combines that experience with the convenience expected by modern customers.
Dallas Becomes a Priority Market for Rita’s
Rita’s began in Pennsylvania and established much of its early customer base in the Mid-Atlantic states.
The company gradually expanded into Florida, the Midwest and markets across the southern portion of the country. Texas has emerged as an important part of that growth.
Houston already has a larger concentration of Rita’s stores. The company has also been working to expand around Austin and San Antonio.
Dallas remained one of the major Texas markets where the brand had not yet established a significant footprint.
Rita’s President and CEO Linda Chadwick believes Wiborg is well suited to lead the company’s next phase of Dallas development. His understanding of restaurant finance, family franchise experience and willingness to become involved locally helped make the partnership attractive.
The agreement gives Rita’s a dedicated operator who can build several stores while maintaining a consistent strategy throughout the market.
Finding the Right Real Estate
Opening 10 locations will require Wiborg to identify properties that offer visibility, convenient access and enough customer demand.
Rita’s flexible real estate model could make that process easier.
The company can consider different store sizes and layouts instead of relying on one fixed prototype. It may also occupy second-generation restaurant properties that were previously used by another foodservice business.
These existing sites can sometimes provide valuable infrastructure, including parking, plumbing, food preparation areas and drive-thru access.
Rita’s has demonstrated its ability to modify unusual restaurant layouts. At one property with two drive-thru lanes, the company reduced vehicle service to a single lane and used the remaining area to create patio seating.
That adaptability could help Wiborg convert available Dallas properties into stores that meet both operational requirements and customer expectations.
More Than Selling Frozen Desserts
Rita’s growth strategy depends on franchise owners who are willing to become part of the communities surrounding their stores.
The company participates in catering, local sporting activities, school programs and neighborhood events. These channels help individual shops build awareness while creating relationships with families and community organizations.
For that reason, Rita’s looks for owners who are prepared to work actively in the business. Multi-unit development experience is valuable, but the company also expects franchise partners to understand their local customers and maintain a visible presence.
Wiborg has already begun meeting people and building connections as he prepares for his first Dallas openings.
His expansion story began with a spontaneous airport purchase. It is now developing into a 10-store franchise business that could establish Rita’s Italian Ice as a familiar dessert destination throughout North Texas.
Learn more about Rita’s Italian Ice & Frozen Custard Franchise opportunities.
