Sarah stared at the endless line snaking around the corner from her local Starbucks, clutching her empty reusable cup and checking her watch for the third time. Twenty minutes until her next meeting, and she was still at least fifteen people away from ordering her usual matcha latte. Just as frustration started to bubble up, her coworker texted: “Skip Starbucks – Rita’s has frozen matcha now and there’s no line!”
That moment perfectly captures what’s happening across America right now. While coffee lovers have been religiously queuing up at Starbucks for their matcha fix, a surprising competitor has quietly entered the ring with a frozen twist that’s turning heads and changing daily routines.
Rita’s Italian Ice & Frozen Custard, the beloved dessert chain known for its colorful Italian ice and creamy custard treats, just launched something that has Starbucks looking over its shoulder. Their new Frozen Matcha isn’t just another menu addition – it’s a direct challenge to the coffee giant’s dominance in the trendy matcha market.
The Sweet Surprise Taking On Coffee Culture
This Starbucks fast food competition comes from an unexpected source. Rita’s has built its reputation on frozen desserts, not beverages that compete with coffee shops. But with nearly 600 locations nationwide and a loyal following of sweet treat enthusiasts, the chain has the infrastructure and customer base to make a real impact.
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The timing couldn’t be better. Matcha has exploded in popularity over the past few years, with social media feeds flooded with vibrant green lattes and health-conscious consumers embracing the antioxidant-rich powder. Starbucks capitalized on this trend with various matcha offerings, but Rita’s is betting that people want something different – something frozen, refreshing, and decidedly more dessert-like.
“We’re seeing a shift in how people think about their afternoon pick-me-up,” says beverage industry analyst Maria Rodriguez. “It doesn’t always have to be hot coffee. Sometimes you want something that feels like a treat but still gives you that matcha boost.”
Rita’s Frozen Matcha combines the earthy, slightly sweet flavor of matcha with the chain’s signature smooth, frozen texture. Unlike Starbucks’ hot or iced versions, this offering leans into the dessert category while still delivering the trendy green tea experience customers crave.
What Makes This Competition Different
The battle between Rita’s and Starbucks isn’t just about matcha – it represents a larger shift in how Americans think about their daily treats and energy boosts. Here’s what sets this competition apart:
| Factor | Starbucks Matcha | Rita’s Frozen Matcha |
|---|---|---|
| Temperature | Hot or iced | Frozen/slushy consistency |
| Experience | Coffee shop atmosphere | Dessert shop fun |
| Price Point | $4.50-$6.50 | Starting around $3.50 |
| Positioning | Premium coffee culture | Affordable indulgence |
- Texture Innovation: Rita’s frozen approach creates an entirely different drinking experience that feels more like a dessert than a beverage
- Price Accessibility: Rita’s typically offers more budget-friendly options than Starbucks premium pricing
- Seasonal Appeal: Frozen drinks have natural advantages during warmer months when hot coffee feels less appealing
- Brand Differentiation: Rita’s leans into fun and indulgence rather than sophisticated coffee culture
Food trend expert James Chen notes, “Rita’s is smart to position this as a frozen treat first, matcha second. They’re not trying to be Starbucks – they’re offering an alternative that plays to their strengths while capitalizing on matcha’s popularity.”
The chain has already proven it can take on established players. Their custard-based concretes have consistently challenged Dairy Queen’s Blizzard dominance, and partnerships with brands like Reese’s and Oreo have shown they know how to create buzz-worthy limited offerings.
How This Changes Your Daily Routine
For consumers, this new Starbucks fast food competition means more choices and potentially better prices. But the impact goes deeper than just having another matcha option.
Rita’s entry into the matcha market signals that the line between dessert shops and coffee shops is blurring. Your afternoon energy boost doesn’t have to come from a traditional coffee shop anymore – it can come from wherever offers the most appealing combination of flavor, price, and experience.
Parents are particularly excited about this development. While Starbucks feels very adult-focused, Rita’s has always been family-friendly. “My teenagers can finally get their trendy matcha drink without me feeling like I’m buying them a $6 coffee,” says mom of three Lisa Johnson.
The competition could also push both chains to innovate more aggressively. Starbucks might need to reconsider its pricing or experiment with new textures and presentations. Rita’s success with frozen matcha could encourage them to expand further into the beverage category.
Industry insider David Park predicts, “This is just the beginning. If Rita’s frozen matcha takes off, we’ll see other dessert chains jumping into trending beverage flavors. The whole landscape could shift.”
Early customer reactions suggest Rita’s might be onto something. Social media posts show people genuinely surprised by how much they enjoy the frozen matcha experience. The novelty factor combined with Rita’s established reputation for quality frozen treats creates a compelling proposition.
For budget-conscious consumers, Rita’s pricing advantage could be significant. With inflation affecting everything from gas to groceries, saving a dollar or two on a daily treat adds up quickly over time.
The seasonal advantage can’t be overlooked either. While Starbucks pushes hot beverages year-round, Rita’s frozen matcha naturally aligns with warmer weather when people crave cooling refreshment. This could give them a significant edge during spring and summer months.
“What Rita’s understands is that not everyone wants their matcha experience to feel serious or sophisticated,” explains retail consultant Amanda Foster. “Sometimes you want it to feel fun and indulgent, and that’s exactly what they’re delivering.”
FAQs
How much does Rita’s Frozen Matcha cost compared to Starbucks?
Rita’s Frozen Matcha typically starts around $3.50, while Starbucks matcha beverages range from $4.50 to $6.50 depending on size and customizations.
Is Rita’s Frozen Matcha available at all locations?
The Frozen Matcha is being rolled out across Rita’s nearly 600 locations, but availability may vary by region. Check with your local Rita’s for confirmation.
Does the frozen matcha contain caffeine like Starbucks versions?
Yes, Rita’s Frozen Matcha contains caffeine from the matcha powder, though specific amounts haven’t been disclosed by the company.
Can you customize Rita’s Frozen Matcha like Starbucks drinks?
Rita’s typically offers fewer customization options than Starbucks, focusing instead on perfecting their signature preparations.
Is this a permanent menu item or limited time?
Rita’s has positioned the Frozen Matcha as a new addition to their beverage lineup, suggesting it’s intended as a permanent offering rather than a limited-time promotion.
How does the taste compare between Rita’s frozen version and Starbucks traditional matcha?
Early reviews suggest Rita’s version is sweeter and more dessert-like, while Starbucks maintains a more traditional matcha tea flavor profile.
