At many festivals, state fairs, private events, and neighborhood gatherings across the US, there is a truck decorated with the colors of the Italian flag, serving up delicious Italian ice and gelato to lines of fans of cool treats offered in various flavors. Repicci’s Real Italian Ice and Gelato is among the staple food trucks nationwide, delighting customers with their authentic Old World Italian ice recipe and a bevy of other items, such as gelato, roast coffee, and imported Italian teas.
It’s a dream that has been a long time in the making for the Repici family, beginning with Dominic Francesco Repicci in 1911. After immigrating from Messina, Italy, to Philadelphia, Repicci shared his old family Italian ice recipe with friends and neighbors. The concept took off, and today, Dominic’s grandson Frank is carrying on the family tradition.
What began in 1998 as a concessions supplier for Chattanooga parks and recreation facilities is now a family of franchisees stretching nationwide. With a passion for quality and building legacies, Repicci’s shows how, with a bit of creativity, one can build a legacy that can last through generations.
Becoming a Franchisee
Today, Repicci’s has 30 franchises nationwide, boasting growth similar to many other entrepreneurial ventures. The company started small, with weekend warriors in pop-up tents at county fairs and other local events. Still, the Italian ice and gelato offerings quickly became so popular that Repicci’s was able to begin including mobile trailers and trucks in its franchise offerings.
The initial buy-in to own a Repicci’s franchise is relatively affordable compared to other franchise opportunities.
“We are a well-established brand with a proven business model,” says Frank Repici. “People don’t have to take the risk of starting a new business from scratch. We want people to be in business for themselves but not by themselves with our full support.”
When a brand is already recognizable and expected at a state fair or neighborhood get-together, it can lead to sustainable growth.
Repicci’s offers franchisees comprehensive training, including in-depth information about set-up, using the equipment, and food licensing. Often, when people start with an idea from scratch, these steps can take months and even years to create a brand following.
Franchisees operate on an economy of scale in purchasing, marketing, and operations. They also have access to inventory and supplies at a much lower cost than independent entrepreneurs. The franchise family’s collective marketing efforts bolster each franchisee’s visibility, leading to potentially increased catering opportunities.
Perhaps the most appealing aspect of franchising for Repici and the rest of the Repicci’s team is possible family involvement. “Franchising allows families to work together,” says Repici. “Children can gain valuable entrepreneurial experience and contribute. When a franchise is successful, it can be passed down to the next generation.”
Franchise opportunities can open the door for structured business building, support, scalability, and the potential for long-term success.
The Repicci Difference
Frank Repici knows there are many franchise opportunities for hopeful business owners to choose from. He also knows that Repicci’s offers something unique.
“We have a fun, happy work environment. Everywhere we go, people are having a good time, and we make good times better,” Repici shares. “And by being mobile, we can take our authentically Italian products directly to the customers rather than waiting for them to come to us.”
Repici also knows that he is helping people establish legacies for their families due to the company’s low financial barrier to entry for franchisees, with franchise opportunities starting at an all-in entry-level expense of $70,000, including a trailer, franchise fee, and working capital. Repicci’s provides robust marketing assistance, with wrapped trucks and trailers with external video displays that make any business a mobile billboard for the company. Repici and his team even help with event strategy and location planning to ensure that trucks are going to where the people are most willing to buy and offer assistance in opening new markets, getting into popular events, and social media marketing.
“From gelato and Italian ice to our coffee and hot chocolate, Repicci’s products are 100 percent authentically Italian, and that’s what sets us apart,” says Repici.
With a business model based on lively customer interaction, low operating costs, and building success, Repici and his team carry on the legacy his grandfather started long ago when he shared his Italian ice with friends and neighbors. “At the end of the day, it’s all about creating memorable experiences wherever Repicci’s goes,” says Repici.
As a shining example of the power of family legacy, Frank Repici is proud of what they have built off of his grandfather’s Old World recipe. The true measure of success for the Repicci’s team and their franchise family lies not just in meeting financial goals but in building a legacy of opportunity for future generations.
Published by: Nelly Chavez
