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Rita's Italian Ice has been giving away a free cup of regular-sized Italian ice to all customers on the first day of spring since it was founded 17 years ago. The giveaway has grown so successful that this spring, the chain's nearly 570 stores gave away 1.3 million cups of ice. Jim Rudolph, chairman and CEO, Rita's Franchise Co., the chain's parent company, shares how the event helps build brand awareness.
 
 

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