As Rite Aid closes more stores across the U.S., fans of Thrifty Ice Cream are beginning to panic. Known for its affordable scoops and nostalgic charm, Thrifty has become more than just a dessert—it’s a piece of Americana. But with Rite Aid, the parent company, shutting down hundreds of its locations amid bankruptcy, many are asking: Is Thrifty Ice Cream next?
In 2023, Rite Aid filed for Chapter 11 bankruptcy due to mounting debts and legal challenges. As part of the restructuring process, the company announced plans to shut down nearly 500 stores nationwide. According to Reuters, the closures were intended to cut losses and stabilize operations.
While this news affected many customers dependent on local Rite Aid stores for prescriptions and essentials, another group found themselves heartbroken for a different reason: the potential disappearance of Thrifty Ice Cream.
Thrifty Ice Cream, which originated in California in the 1940s, was once part of a Thrifty Drug Store chain. Over the decades, its distinct cylindrical scoops, classic flavors like Chocolate Malted Krunch, and cheap prices made it a cult favorite.
When Rite Aid acquired Thrifty in 1996, it continued to sell the iconic ice cream in its stores. For many, it became a tradition—parents bringing their kids in for a treat, teenagers lining up after school, and even older generations indulging in sweet memories.
“Thrifty is not just ice cream,” said local resident Linda Morris in a CBS News article, “it’s a piece of my childhood.”
The closures are hitting fans hard in states like California, Nevada, and Arizona, where the ice cream was most widely available. Social media is filled with posts of people buying extra tubs or taking final photos with their local Thrifty counter.
Some fans have started online petitions urging Rite Aid or another company to save the brand. One such petition on Change.org has gathered over 20,000 signatures.
“We can lose Rite Aid, but don’t take Thrifty away!” — a comment on the petition reads.
For more on consumer reactions and store shutdowns, you can read this USA Today report.
According to Rite Aid, the Thrifty brand is not going away entirely. A spokesperson told news outlets that the ice cream will still be produced in its California facility and may be sold in select stores or through other retailers.
However, that hasn’t eased fans’ concerns. Without retail locations to sell scoops, the experience of buying Thrifty at a drugstore counter could be lost forever.
Industry experts suggest that Thrifty may shift to grocery store distribution or direct-to-consumer online models. Brands like Baskin-Robbins and Ben & Jerry’s have already adopted multi-channel strategies.
But will that be enough to keep the magic alive?
Thrifty’s uncertain future is part of a wider trend: beloved nostalgia brands struggling in a modern retail environment. With rising costs, changing consumer habits, and the decline of brick-and-mortar stores, many iconic products and experiences are vanishing.
“Retail chains that once served as community hubs are shrinking,” says retail analyst Susan Grant. “And with them, we’re seeing the loss of these small cultural touchstones.”
Read more about this retail trend in The Washington Post.
For fans who want to help, here are a few steps:
Also, follow updates through consumer advocacy platforms like Consumer Affairs to stay informed about where Thrifty might pop up next.
Some industry insiders speculate that if Rite Aid’s financial woes worsen, it might sell off the Thrifty brand to a grocery chain or ice cream giant.
Companies like Kroger, Albertsons, or even Walmart might see value in adopting the nostalgic brand and distributing it nationally.
“There’s strong brand loyalty here,” says food business consultant Mark Lewin. “Someone will see the opportunity.”
So, is this the end of Thrifty Ice Cream? For now, the answer seems to be no, but the future is uncertain. The brand might survive, but the traditional Rite Aid scoop counter experience could become a memory.
For the thousands of fans who grew up with Thrifty cones in hand, the current wave of closures feels like more than just a business decision—it feels like the end of an era.
Stay updated with developments from Rite Aid and Thrifty Ice Cream by checking in with Bloomberg’s Rite Aid news section.
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