I know Rita's is a nation-wide company, nothing exclusive to New York or Hoboken but we just recently discovered it and love it. I love the stripes on the branding and the vanilla custard waffle cones. Preston loves a good swirl in a cup. And Elliott loves anything with sugar. And it's right next to Charritos, so yeah. We really love it. Have you tried Rita's? Is it not frozen heaven? The perfect summer treat!