I was introduced to Rita's by my best friend who lived in Hoboken, NJ.  The shop in Hoboken had about 50 flavors of ice, compared to about 10 in PHX, but it's not the phenomenon in AZ as it is in NJ.  I love their vanilla custard and lemonade ice.  My favorite flavor in any frozen concoction is usually strawberry, but not here, because it is far from a fresh strawberry flavor.  Too fake for me!