The first time that Anthony Damiano tasted Rita’s Italian Ice he wasn’t sure that the 25-minute wait in line was worth it until that first spoonful. In an instant, Damiano was transported back to his childhood in an Italian-American neighborhood, where buying lemon or cherry flavored “East Boston slush” from his neighbor’s front stoop was as much of a tradition as riding his bike with friends.

“I had Rita’s in New Jersey and I went into a time machine,” Damiano said. Damiano’s wife, Marcia, fell in love with the refreshing, light and fluffy treat as well that day about 10 years ago. The Concord couple wanted to open a Rita’s franchise in Northern California but at that time, the company wasn’t ready to expand out West.