Gastro Obscura tell us what it’s it – This classic San Franciscan ice cream sandwich is it, isn’t it?
What’s so delicious that everyone exclaims it’s “IT!”? It’s an It’s It, of course. These ice cream sandwiches, featuring two old-fashioned oatmeal cookies dipped in dark chocolate, have been a San Francisco Bay Area classic since 1928.
George Whitney, inventor of the It’s It, was known as “The P.T. Barnum of the Golden Gate.” Whitney managed and later owned, a seaside amusement park called Playland-at-the-Beach, located on Ocean Beach in San Francisco. It was at Playland that Whitney first began peddling the original It’s It, using vanilla ice cream.
The frozen goodness became an instant hit at Playland, where it was sold exclusively for more than 40 years. After the amusement park closed down in 1972, a man named George Mavros continued selling It’s Its on Ocean Beach. Eventually, It’s Its found new ownership and an urban home in SoMa in San Francisco, where they steadily gained traction as a popular treat, on or off the beach.
In 1976, a larger factory opened nearby to accommodate the increasing demand for It’s Its. This location is still operational, and now reportedly makes 100,000 treats per day. It is also home to a factory store, where visitors can try all seven varieties of It’s Its, including vanilla, chocolate, strawberry, mint, cappuccino, pumpkin spice, and, most recently, green tea.
Today, It’s Its are sold in 8 states. Clearly, the classic confection’s reputation precedes itself: In 2011, It’s Its sold a reported 14 million sandwiches, despite spending no money on advertising.
what’s your favorite treat that makes you say ‘it’s it?’
“it is what it is, it is what you make it.”
-james durbin
For me, my “It’s it” is Venetian Mints made by Montango Candies right here in Harrisburg, the capital of Pennsylvania. They are a third generation family-owned and operated business hand-crafting delicious confections since 1947. Their products are all natural, with no preservatives, and still hand-crafted the same way they did it over sixty years ago.
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they sound amazing
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This blog makes me say “It’s it” because it’s always a treat.
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thanks!
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For me, it’s a cake with a very healthy portion of icing!!
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Yummm
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Haha, what they come up with :-)…..I wouldn’t like an icecream sandwich, I don’t bite icecream, but rather lick it or spoon it. When it is really hot, it is a lovely treat!
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I love ice cream sandwiches , the best kind of sandwich)
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It’s-it!!!!!!!!!!!
I grew up in the Bay Area, where It’s-it were a unit of currency, the perfect date food, and ultimate post smoke munchie. I can practically taste them now.
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Good to know from one who knows!
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They have a bakery here, Lady M. They make a cake called Mille crepe. It’s not really a cake but about twenty layers of crepes with a think layer of cream in between each layer. It manages to be light and immensely satisfying at the same time. Clearly my favorite…
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that sounds delicious
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It’s so good.
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That does sound pretty darn good, Beth. In the Wayback, my It’s It was a little tub of Ben and Jerry’s … rotate the flavor … Funky Monkey … Coffee Heath Bar Crunch … Cherry Garcia. Those were the days.
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now I am getting really hungry for ice cream
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Wow, that must be a classic indeed when “It’s” popularity is still growing!
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Right!
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I remember these well.After 25 years in San Francisco I became addicted to Sourdough bread, strong coffee, and It’s-It.
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Both are wonderful
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I love ice cream sandwiches but not with cookies, just the regular ones. I’m not sure what my favorite treat is, because I wouldn’t want to hurt the feelings of ALL the things I think are delicious. Although, I must admit to being partial to GHIRARDELLI’S INTENSE DARK/SEA SALT SOIREE…in a big way. Eating it makes me feel like a magician, since I can make a bar, or bag, disappear in no time.
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It’s totally magic
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Totally.
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My ultimate it? Warm peach pie with good vanilla ice cream. Can’t beat IT.
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I love pie!
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What a classic treat…right up there with a hollowed out loaf of sourdough bread filled with clam chowder from San Francisco’s Fisherman’s Wharf!
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More reasons for me to go !
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Oh, and about two blocks from Fisherman’s Wharf is the Ghiradelli Chocolate building…
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I never had one. What a shame
Sent from my iPad
>
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It’s now in my list
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Sounds yummy! The name feels like classic 1980’s marketing to me. Like bubble gum tape, remember that? It wasn’t very good tasting, but the marketing was clever. What kid doesn’t want to chew on a measuring tapes worth of bubble gum? Ha,ha,ha
BTW: I published a post last night called “Allegories & Interlopers” inspired by your post “Child’s story” which is hot-linked at the bottom of it. The post took an unexpected turn, but weaved together well so I let it be. I always struggle with how much to share and how much to keep guarded.
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Right about the marketing and I feel like it is a difficult thing to know , how much to share, but I’ve gotten less worried about it over time )
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I never had it! definitely on my list 🙂
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Same!
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I love a good ice cream sandwich but I’d never heard of these.
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they do sound wonderful don’t they?
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I’d love to try one of those; my guess is that it’s not yet in Pennsylvania.
my It’s It would be a chocolate creme filled powdered donut
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that’s a great option
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Sounds more like a fastnacht?
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I had to look up what a fastnacht is, but it sounds a bit different from what I am thinking of. But it sounds delicious!
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I was clueless )
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there’s not many things better than fried dough… 🙂
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I must say, Beth, I have never come across them but if I did, towards the fag end of summer, I reckon I’d give it a go 🙂
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and why not?
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Oh, boy! I could get in a lot of trouble with these. Ice cream is my biggest weakness.
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pretend you never saw this! )
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Yum!
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right!
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I NEED IT(‘S IT) !!!!!
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I’ve loved them for forty years. Can’t wait to visit the factory. Saw the excellent documentary about Playland recently. Thanks for your post.
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my pleasure
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Thanks Beth–and now you did it! I’ve ordered a batch and when it comes It It’s will probably become breakfast lunch and dinner. Honestly can’t wait!
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Let us know if you love them!
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Oh my goodness! I”m salivating; wanting a really good ice cream sandwich now. I love them and try so many different kinds. Of course, as always I’m trying to diet again. Crud. Glad these aren’t sold here.
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Same here!
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Sounds amazing! I want one of those for sure!
My soft spot for a warm white chocolate and cranberry cookie may be under threat….
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Ooh
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Definitely have eaten an ‘It’s It’ since I am from San Francisco. 🙂
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Nice!
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Yum! These sound amazing! I’d love to try one! 😀
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i’m guessing most people would enjoy them-
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