“People are going to know what you’re talking about: cookies, ice cream and chocolate.”
After the lauded oceanside amusement park Playland-at-the-Beach was torn down in 1972, theDespite the seaside funland’s demise, Mavros set up shop near the historic windmill to continue the tradition of hand-dipping the popular ice cream sandwiches the old-fashioned way. But eventually, demand became too much for him to handle alone.
“When you say the word ‘It’s-It,’ it’s like saying the word ‘Coke,’” Shamieh said. In the late 1960s, Charles Shamieh lived a few blocks away from Ocean Beach. He would visit Playland often, braving the thrill of the Big Dipper roller coaster, or trying his luck at various 10-cent carnival games. Back then, vanilla was the only flavor, and Shamieh never forgot the taste of his first It’s-It. After Playland was demolished in the early ’70s, and Mavros took over the treasured recipe, Shamieh’s family soon purchased the It’s-It brand in 1974. They quickly expanded into a small factory in SoMa at 270 11th St. It’s now home toTwo years later, It’s-It moved operations to the 17,000-square-foot facilities in Burlingame where its headquarters have remained ever since.
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