Kyle Wiborg is using restaurant finance experience and a family history in franchising to develop a multi-unit dessert business
For Kyle Wiborg, the decision to invest in Rita’s Italian Ice & Frozen Custard began with a simple customer experience during an airport stop.
He was preparing to fly home and wanted a cold, refreshing treat. After trying Rita’s for the first time, the product stayed on his mind long after the trip ended.
Years later, when the company began searching for an operator to expand the brand across Dallas, Wiborg recognized the opportunity. He signed a development agreement for 10 locations, positioning himself to become an important part of Rita’s growth in North Texas.
The deal brings together a growing dessert franchise, an experienced restaurant family and a development strategy centered on convenience, flexible real estate and community engagement.
Choosing the Right Franchise Opportunity
Wiborg did not enter franchising without preparation.
His father, Steve, built experience as both a restaurant executive and a franchise owner with nationally recognized concepts, including Burger King and Taco Bell. That exposure gave Wiborg a realistic view of the industry from an early age.
He understood that owning a franchise involved more than selecting a popular brand. Long-term success would require strong operations, appropriate real estate, disciplined financial planning and consistent local marketing.
Wiborg later developed additional industry knowledge through his own career in finance. His work regularly involved restaurant companies and business transactions, allowing him to study how different concepts performed.
Despite his familiarity with the industry, he did not rush into ownership. He waited for a concept that matched his interests and offered a compelling opportunity for growth.
Rita’s combination of Italian ice, frozen custard and family-friendly positioning ultimately gave him the confidence to move forward.
Building a Multi-Unit Business in Dallas
The Dallas agreement gives Wiborg the rights and responsibility to develop 10 Rita’s shops across the market.
Only two Rita’s locations currently operate in the Dallas area, leaving substantial room for additional development and customer awareness.
Wiborg is expected to open the first four stores by the end of 2026. The remaining locations will follow as the company identifies suitable trade areas and real estate opportunities.
For Rita’s, the agreement provides more than additional store count. A committed multi-unit developer can create stronger market coverage, improve operational consistency and generate greater recognition than isolated single-location development.
As multiple stores open within the same region, advertising, catering and community partnerships may also become more efficient.
Designing the Stores Around Convenience
One of the most important parts of Wiborg’s plan is the inclusion of drive-thru service.
Throughout his finance career, Wiborg observed that drive-thru restaurants often benefit from greater convenience and additional transaction opportunities. When considering franchise concepts, he knew he wanted a format capable of serving customers without requiring them to leave their vehicles.
The new Rita’s prototypes planned for Dallas are expected to combine drive-thru lanes with patio seating.
This design supports two different customer needs. The drive-thru can serve people who want a quick purchase, while the patio can accommodate families and groups looking to spend time together.
That balance is particularly relevant for a dessert concept. Rita’s products can be purchased as a convenient treat, but the stores can also function as neighborhood destinations.
A Value-Oriented Dessert Concept
Wiborg was also attracted to the brand’s value proposition.
Dessert businesses can appeal to a wide range of customers because they provide an affordable experience without requiring the time or spending associated with a full restaurant visit.
Rita’s menu is built around Italian ice, frozen custard and combinations of the two. The concept offers customers a specialized product in a casual setting while maintaining a format that can work for families, individuals, sports teams and community groups.
In a large and competitive market such as Dallas, that accessible positioning may help the new locations build repeat business.
The company believes convenience and value will work together as key drivers of the Dallas expansion.
Expanding Rita’s Beyond Its Traditional Markets
Rita’s began in Pennsylvania and developed a loyal following throughout the Mid-Atlantic region. Over time, the company expanded south into Florida and westward into the Midwest and south-central states.
The brand now has approximately 610 locations, with another 20 expected to open before the end of the year.
Texas is a major part of its current expansion strategy. Rita’s already has a meaningful presence around Houston and has been pursuing opportunities in San Antonio and Austin.
Dallas has not yet reached the same level of development. The new 10-location agreement is intended to close that gap and introduce the brand to more communities throughout the metropolitan area.
Rita’s leadership viewed Wiborg as a strong development partner because he combines financial discipline with direct knowledge of the franchise restaurant industry.
Using Second-Generation Restaurant Spaces
The brand’s flexible store design may also improve its ability to find real estate.
Rita’s locations do not require one rigid building format. The concept can operate in different footprints and may be able to convert spaces previously used by other restaurant tenants.
Second-generation restaurant sites can be valuable because they may already include customer parking, kitchen infrastructure, service windows or drive-thru lanes.
Rita’s has previously adapted a property with a double drive-thru by retaining one vehicle lane and converting the other area into patio seating. That kind of creative site planning allows the brand to use existing spaces without losing the customer experience it wants to provide.
For a 10-unit developer, flexibility can be particularly important. Wiborg will need to secure multiple properties while maintaining reasonable occupancy costs and market coverage.
Local Leadership Will Drive the Expansion
Rita’s is increasingly interested in franchise partners who can develop several units, but the company does not want absentee owners who remain disconnected from their stores.
Its preferred franchisees are willing to participate in operations, build relationships and represent the brand within their communities.
Catering orders, school partnerships, youth sports and local events are important promotional channels for Rita’s locations. Franchisees who develop those connections can introduce the product to new customers while building repeat business.
Wiborg has already started networking across the Dallas market as he prepares for development.
His journey demonstrates how personal product enthusiasm can become a serious business opportunity when it is supported by financial knowledge, franchise experience and a well-defined multi-unit plan.
Discover more about Rita’s Italian Ice & Frozen Custard franchise opportunities.
