Even if you have never eaten Rice-A- Roni, you are probably familiar
with the slogan and the white and red, or white and blue, or white and
brown box.
But did you know that Rice-A-Roni became a brand name in
the 1950’s; 1958 to be exact. Here is a brief overview of the history
of Rice-A- Roni.
Rice-A-Roni did not officially become Rice-A-Roni until 1995. Before
then, the macaroni and rice inspired dish was named Noodle-Roni Parmesano, and before that Nooni Roni.
The creator of Rice-A- Roni, is
a man by the name of Domenico De Domenico. He was an Italian-immigrant
who set up a homemade pasta shop in San Francisco in 1912, the company
flourished and eventually became the "Golden Grain Company."
As the story goes, Domenico De Domenico, and his wife, Lois, had come
up with a macaroni and rice dish that was a hit with family and
friends. In 1958, Domenico’s son, Vince De Domenico, decided to add a
dry chicken soup mix to the macaroni and rice dish, and Chicken
Rice-A-Roni was born, and called Nooni-Roni. Why Nooni Roni?
On a trip
to Rome, Italy, Vince, and his wife, Mildred was inspired by the pasta
dish, Noodles Alfredo, hence the original Rice-A-Roni name Noodle
Roni-Parmesano. Rice-A-Roni was such a hit, that It was only four
years later that it went on the national market to much success.
Eventually "Golden Grain Company" was sold to "Quaker Oats Company in
1986. Now, De Domenico’s family original rice and macaroni creation
has now branched out to a product line extending to over thirty
different flavors which includes: Chicken&Garlic Rice a Roni, Creamy
Four Cheese Rice a Roni, Garden Vegetable Rice a Roni and Fried Rice
Rice a Roni.
As for the commercial that coined the slogan "The San Francisco Treat"
that we all know so well. The first Rice-A-Roni commercial aired in
1959 featuring the know famous San Francisco Cable Car.
If you don’t know the words to the whole jingle, here they are" The
San Francisco Treat." Rice-A-Roni, Its Flavor can’t be beat. One pan,
no boiling, cooking ease, a flavor sure to please, Rice-A-Roni. The
San Francisco Treat! Dig! Dig!
Yeah, I dig. Who..ooooo.
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