MEMORIES:
PHOTOS:
What is Rice-A-Roni? It’s the San Francisco Treat! Younger generations may not immediately associate Rice-A-Roni with San Francisco, they’re probably more likely to think of a hearty bowl of clam chowder, Ghirardelli chocolate or even San Francisco’s famous cable cars. It is those very cable cars that have been the singular image tied to the Rice-A-Roni fame. The boxes are emblazoned with the image of the trolleys, and in fact, the makers of Rice-A-Roni have become one of the most well-known advertisers on the very cars themselves.
Though Charlie DeDomenico hailed from Italy, his family would regularly enjoy an Armenian dish made up of rice, vermicelli pasta and chicken broth. The idea was simple, sauté the rice and the pasta in butter, then mix in the broth. In 1958, Vince, one of Charlie’s sons decided to take his family’s recipe and introduce it into grocery stores. Boxing up the rice and the pasta along with a dry seasoning mix in place of chicken broth, Rice-A-Roni first hit San Francisco stores in 1958. Chicken Rice-A-Roni was the first flavor and its simple preparation gained popularity with their famous jingle, “Rice-A-Roni, the San Francisco Treat!” By 1962, Rice-A-Roni was available across the United States, with the addition of Beef, Spanish and Fried varieties.
In 1964, Golden Grain Company (which Charlie founded in order to manufacture Rice-A-Roni) added Noodle-Roni to their line-up. Originally available in Parmesano, it too added new flavors, such as Romanoff, Stroganoff and Fettuccini Alfredo. Everything needed to make it (with the exception of butter and water) is in the box, the meals are easily customizable by adding veggies or meat making it another versatile favorite along with the likes of Hamburger Helper and Macaroni and Cheese. Over the years, the little box has packed a lot of flavor for family dinners and college dorm room feasts and has become an absolute favorite. Though the image has changed a bit, it’ll always be San Francisco’s treat!
