Yes it is loud, both times we have gone, we have gone at "off times" so there were less of a crowd. We went at like 2 one time and 3 the other, we like late lunches anyways. we're a party of 6, so we ended up in the ice room both times, but I like it a lot, and so do my kids. (the look on my oldests son's face as he ordered the chicken fried steak was hilarious.)