Schwans is kinda like an ice cream truck that you subscribe to. they have "routes". they cruise around in their trucks going from "regulars" to "regulars". if you are a regular he will stop when he's in your area, drop off your most recent order and take your next one. if you are standing in your front yard and you see a Schwans truck you can flag him down and buy stuff right out the side. the free food offer is to get you on their "route".
like a high class roach coach.
we used to order all kinds of stuff from them. the ice cream sandwiches and clam strips are pretty good.