Here's a trend to love: More and more new businesses are giving away free food to promote themselves. In recent weeks we've seen free pizza, free hot dogs, free burgers, more free pizza — and now, free Italian ice.

Rita's, the Italian ice and frozen custard chain, is opening a new location in West L.A. This Friday, Sept. 12, is their official grand opening, and they're giving away free Italian ice all day long. 

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Not only that, the first 50 people in the door get free Italian ice for a year. This doesn't mean you can rock up any old time and eat a few gallons of syrupy ice — they're giving away 52 coupons, which can be used over the next year to each of the first 50 customers in the door.

To qualify for the yearlong deal you must bring a donation for Best Friends Animal Society, the non-profit Rita's is partnering with for this promotion. They're looking for dog and cat toys, treats and beds. Gift cards for pet stores will be accepted, as will paper towels. 

To just get free ice on the day of the opening, you don't have to bring a donation, though I'm sure they'll accept one if you decide to bring something. Doors open at 10 a.m., and the once-off free ice deal runs all day this Friday until 11 p.m. 

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