For veterans, service doesn’t end when the uniform comes off. It grows!
After nearly 5 years in the U.S. Air Force, I can attest that the traits drilled into us every day discipline, accountability, operational precision, teamwork and leadership don’t disappear when military service concludes. They become the foundation for what comes next.
For thousands of veterans, what comes next is business ownership. And increasingly, franchising has become the pathway that allows veterans to continue serving their communities while building something lasting for themselves and their families. I know this firsthand, both as a veteran and as someone who has spent my career supporting franchise operators across the country.
At Rita’s Italian Ice & Frozen Custard, we’ve seen how veterans can thrive inside a franchise system and elevate entire markets. Their leadership, work ethic and commitment to mission are unmatched drivers of performance.
Why Veterans Excel in Franchising
According to VetFran, 97% of franchisors say their veteran franchisees are excellent operators. That’s no surprise. The franchise model is built on playbooks, leading teams and disciplined execution the same principles that shape every military career.
Veterans come into franchising with:
- Respect for established systems and playbooks
- Practical leadership experience
- Ability to lead and manage teams
- Comfort navigating high-pressure situations
- Operational discipline
They also bring something equally important: grit.
Opening and running a business requires long days, adaptability and resilience. Veterans are uniquely prepared for this reality.
A New Chapter of Service: The Shivers’ Story
One of the most compelling examples in our system comes from Christopher and Ashante Shivers, two U.S. Air Force veterans who opened the first-ever Rita’s in Louisiana this year.
While stationed near Washington, D.C., Rita’s became part of their family routine, a place where busy days ended in celebration and connection. When they moved back to Louisiana, their daughter kept asking for it, but Rita’s wasn’t there.
That simple request sparked an idea: What if we bring Rita’s here ourselves?
That spark ignited a grand opening in Slidell that drew more than 100 guests, community leaders, local sports teams and even the mayor. The Shivers hired local teens, filled a void in the market and immediately became community anchors.
| “Serving others has always been at the core of who we are,” — Ashante Shivers, U.S. Air Force veteran & Rita’s franchisee “Customer service was ingrained in us during our time in the Air Force. We’re bringing that same standard of excellence to every guest who walks through our doors.” — Christoper Shivers, U.S. Air Force veteran & Rita’s franchisee |
Their service didn’t end when they retired it simply moved into their community.
Why Rita’s Is a Strong Fit for Veteran Entrepreneurs
The frozen desserts category is booming, especially across warm-weather regions where year-round demand is strong and Rita’s has significant White Space. Rita’s franchise system is intentionally designed with veterans in mind.
- A simple, operationally clean model
With just two core products, Italian Ice and Frozen Custard, Rita’s offers low complexity, fast training and consistent execution.
- An accessible investment opportunity
Lower startup costs and streamlined operations make Rita’s an attractive entry point into food franchising.
- A 20% franchise fee discount for qualified veterans
As longtime members of VetFran, we are committed to making franchise ownership accessible for service members transitioning into entrepreneurship.
- A brand rooted in community and celebration
Rita’s is built around joy, nostalgia and family moments. Veterans who love connecting with their communities find that the brand naturally positions them as local leaders.
Look at franchising as your continuation of service. It allows you to lead teams, support communities and build something meaningful for the next generation.
If you’re considering franchise ownership, my advice is simple: Choose a brand you love and believe in. Passion matters.
At Rita’s, we are proud to support veterans through flexible business models, meaningful financial incentives and a community-centered brand that reflects the values many of us carried through our military careers.
For veterans ready for the next chapter, franchising offers a mission worth pursuing. And for many, Rita’s can be the place where service continues one guest, one team and one community at a time.
ABOUT THE AUTHOR
Lawrence Brown is Chief Development Officer for Rita’s Italian Ice & Frozen Custard and a U.S. Air Force veteran. His career spans leadership roles in franchising, development, finance and real estate strategy for major global brands. At Rita’s, he oversees franchise and real estate development, expansion strategy and the company’s nationwide growth focused on key markets, including the Sunbelt and Midwest regions.