This may be a Phoenix ""Landmark"" but let's be honest - the ice cream is not that good. I was very disappointed on my visit. I had heard alot of hype about Mary Coyles. As a landmark and perhaps ambiance, it's #1 - but Best Ice Cream in Phoenix it is defineately not. The ice cream was sub-par at best. I've had better store bought brands. As far as my money goes, the fact that a place has been around for 4 generations doesn't mean squat - how good is the product. They get a A for nostalgia and a D for ice cream taste.