Rita’s Italian Ice & Frozen Custard, the Bensalem-based frozen treat brand, is taking a strategic step forward into what it calls “nontraditional locations.” The Mar. 20 opening of a shop within Rivers Casino Philadelphia, 1001 N. Delaware Avenue, represents a significant expansion of its traditional kiosk-mall-food truck retail footprint.

The unveiling will be part of the casino’s St Patrick’s Day Weekend. Via the Rita’s app, casino guests get a free Italian ice, part of Rita’s traditional First Day of Spring promotion. The offer runs Mar. 20–27.

“As a Philly favorite, we’re excited to open within Rivers Casino Philadelphia to create more opportunities for guests to experience Rita’s,” said Linda Chadwick, CEO of Rita’s Italian Ice & Frozen Custard. “The Rita’s model lends itself well to compact, high-volume spaces, so we expect this new shop will be a positive addition to the casino’s food lineup and a big hit.”

The casino initiative is part of Rita’s overall expansion efforts. The brand can already be found in several theme parks and stadiums, and its first airport counter service site is on the way.

“As Philly’s first casino, we’re thrilled to be the first casino to feature Rita’s Italian Ice,” said Justin Moore, general manager of Rivers Casino Philadelphia. “The first day of spring is the perfect time to bring together two of Philadelphia’s most recognizable brands. We can’t wait for guests to enjoy frozen treats all year long.”