WICHITA, Kan. — Long before food courts and fro-yo chains, Towne East Square served up nostalgia by the scoop, thanks to Farrell’s Ice Cream Parlour, a lively eatery that became a beloved memory for many Wichitans when it opened in 1975.
That year, Towne East Square made its grand debut, ushered in by none other than celebrity Ed McMahon, who cut the ribbon on what was then a $50 million, 1.1 million square-foot mall. Anchors like JCPenney, Dillard’s, and Henry’s drew crowds, but Farrell’s, located just inside the main entrance on the mall’s east-facing side, quickly stood out as a star attraction.
A Turn-of-the-Century Throwback
Farrell’s wasn’t just an ice cream shop — it was a show. Staff donned pinstripe shirts, straw hats, and turn-of-the-century charm, serving up sundaes with a side of sirens, drum rolls, and singing waiters. A massive order like the Farrell’s Zoo — featuring 8.5 pounds of ice cream — required two employees to carry and was heralded by blaring fanfare.
Décor featured authentic Tiffany lamps, player pianos, and vintage candy counters brimming with giant jawbreakers and old-fashioned sweets. The restaurant sat 150 guests and often stayed open until 1 a.m. on weekends.
From Oregon to Wichita
Farrell’s was founded in 1963 by Bob Farrell in Oregon, and by the time it opened in Wichita, it had become part of a rapidly expanding national chain owned by Marriott Corp. The Towne East location was the 105th in the country, and it hit the ground running — local reports noted that Wichita’s Farrell’s topped all national sales during its first two weeks.
In addition to show-stopping sundaes like the Trough (“fit for a pig”) and the Gibson Girl (a blend of ice cream, sherbets, whipped cream, and almonds), Farrell’s also served up hearty entrees like burgers, fish and chips, and chef’s salads.
A Sweet Legacy, Faded
Despite its initial success, Farrell’s didn’t last long in Wichita. Its last mention in The Wichita Eagle was a help-wanted ad in September 1979, just four years after opening. By the early 1980s, sales had slumped nationwide. Marriott sold the chain in 1982, and by the 1990s, Farrell’s had mostly vanished. The final location, in Brea, California, closed its doors in 2019.
Still, Farrell’s lives on in the memories of Wichitans who experienced its over-the-top celebrations and sugar-drenched charm. For those who wandered into Towne East as kids in the late ’70s, a scoop from Farrell’s was more than a treat — it was a moment frozen in time.
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