It's-It Ice Cream is a company based in Burlingame, California. The company's flagship product, a San Francisco Bay Area favorite since it was invented in 1928, is the It's-It vanilla ice cream sandwiched between two oatmeal cookies and covered with dark chocolate.
The It's-It was invented by George Whitney, one of the original business owners when San Francisco's Playland at the Beach opened across the Great Highway from Ocean Beach. The treat is intimately tied to San Francisco, and a part of local lore in the same manner as Rice-A-Roni. Dating to the 1920s at Playland at the Beach, the ice cream predates the Golden Gate Bridge.
For nearly forty five years, until Playland was demolished in 1972, the It's-It was available only at Whitney's shop. After Playland closed, the It's-It name was passed to George Mavros, who continued the tradition of hand-dipping the cookie-sandwiched ice cream in chocolate at another location near Ocean Beach.
In 1974, the Shamieh brothers bought the It's-It name, building its current production facility in Burlingame in 1976.[1] It's-It flavors now include chocolate, mint and cappucino in addition to the original vanilla.[2] The company has also added other ice cream products, including the "Super Sundae," the "Big Daddy", the "Super Cone" and the "Chips It".[3]