Oh. Probably because they make rice pudding taste like candy.
Most people appear to go to Rice to Riches and just try as many samples as they can before the staff gets sick of them. Luckily, there are usually 3 or 4 employees serving the candy-flavored rice pudding so you can milk each one of them for 2 or 3 tastes each.
If you do build up the courage to order one of these million calorie snacks (sugar+rice+sugar+rice+pudding - I don't know how to make rice pudding), you have to order a lot. You might only want to eat a tiny little portion but you are instead forced to order a massive container that purports to be a small. There are actually four different sizes starting with something called the 'solo' which is a gigantic small and building up to a container that can be filled with enough rice pudding to feed a village.
I wanted two different flavors in my dish and instead of being able to fit both flavors into the 'solo' (which they easily would have) I had to order the next size up to accommodate my wishes. It was worth it though. Granny Smith Apple and Honey Graham cracker rice pudding were born to be eaten together. Super delicious.
Also, the store is full of really funny signs. It's worth going inside just so you can read all of them.
37 Spring St
(between Mott St & Mulberry St)
New York, NY 10012
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