The ‘Undercover Boss’ of Rita’s Italian Ice in Toms River Uncovers an ‘Amazing’ Story of Franchisee Owner
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January 27, 2022The ‘Undercover Boss’ of Rita’s Italian Ice in Toms River Uncovers an ‘Amazing’ Story of Franchisee Owner
Photo Credit: Screen Grab/CBS
RItas Italian Ice on Fischer Blvd
Hezron Gonzales' newest member of Rita's Italian Ice & Frozen Custard's "Treat Team" on Fischer Boulevard wasn't who he thought she was.
Marcy Morgan wasn't a retired teacher looking to start a new life as a Rita's franchisee. The film crew wasn't there making a documentary about her experience. Linda L. Chadwick, chief executive officer and president of Rita's, was actually "Marcy Morgan" under disguise. Gonzales is also set to participate in an episode of "Undercover Boss," a reality show in which bosses go behind the scenes to see what's actually going on at their businesses. The episode will run on CBS at 8 p.m. on Friday, and it will also be available on Paramount Plus. "It was a once-in-a-lifetime opportunity," Gonzales, 42, of Edison, said.Gonzales, who immigrated to the United States from the Philippines in 2006, worked at a Rita's in Union County before buying the Fischer Boulevard Rita's ice shop and a cart from its retiring owners.
In an interview with the Asbury Park Press, Chadwick said, "His story is so endearing and awesome that he worked 10 years as a manager in another location... and he saved all that time to buy this shop."Chadwick, a former Burger King executive, was assigned to work behind Rita's window, taking orders, serving ices and frozen custards, and collecting payments. While the store had a new awning and floor, she had to deal with an old register and an out-of-date credit card terminal that still used dial-up internet, which resulted in long lines for customers.
Gonzales' old-fashioned Italian ice cart, which he packs into a pickup truck and transports to events, was put to the test at a local field hockey tournament.Chadwick provided coaching and other services after the disguise was removed. (There will be no spoilers here.) And it gave Chadwick an inside look at Rita's corporate brand, strategy, and future, which she could use to assist build the link between Rita's franchisees, such as Gonzales.
"It was clear that franchisees are experts in their markets and know their communities," Chadwick said. "However, our team needs to guide and assist them with profitability since we are 100% franchise owned, and without franchisees, we are nothing."
Rita's Italian Ice on Fischer Blvd To Appear On "Undercover Boss" on CBS
Rita's Italian Ice & Frozen Custard, founded in 1984, now has almost 550 locations across the United States and Asia. It has 105 sites in New Jersey, including five in Monmouth County and 12 in Ocean County, and is headquartered in Philadelphia.
Chadwick also paid undercover trips to stores in Holland, Michigan, and Orlando, Florida, in addition to Toms River. "At the end of the day, they want to be heard," Chadwick said. "We need to do a better job of generally getting in and finding out what are the things that would make their lives as a franchisee simpler."
Hezrron Gonzales Owner of Rita's Italian Ice & Frozen Custard on Fischer Boulevard in Toms River
Gonzales claimed the first time he walked into a Rita's, he knew he wanted to own one and worked his way up to management. "I knew this was something I wanted to do, so I attempted to understand everything from the beginning," he explained.
In 2018, he learned the store in Toms River was for sale and bought it. It was difficult for him to arrive in the heart of the summer season, as he had missed out on business from the bustling spring and early summer.During the peak of the COVID-19 epidemic, however, his sales soared by 27% in 2019 and 30% in 2020. (Because there is no indoor seating at the shop, all orders must be taken to go.) Gonzales remarked, "I stuck with it."
He's now a member of the community, selling ice cream at Toms River East High School football games and contributing 20% of the proceeds to the marching band. Gonzales added, "I really like working with the community." "Because it's a small town, it's as though everyone is rooting for you and what you're trying to do."Gonzales, according to Chadwick, is doing well. Chadwick, like the other franchisees on the show, will now serve as a mentor. Chadwick stated, "I don't want him to feel like he's on an island." "He is incredibly enthusiastic about his business, his family, and why he is doing this, and he wants his business to thrive, just as I want him to succeed."
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