Avoid "shopping hours" on the weekends unless you don't mind waiting in line. It's a great opportunity to get to know the people in front and behind you; it's a long, long line, and waiting for half an hour isn't uncommon.
That said, the wait speaks for itself. The icecream is generally the best there is in Ontario. I say "generally," as there are times when the ice cream is allowed to get too cold and ice flakes/spicules form in the cream, and I don't care for that.
The waffle cones are super sweet, and of course the variety is amazing. When they've been out of Rocky Road, the staff has always found something close. I like Burnt Marshmallow as well, but...the RR will always be my fave.
I'd give them 5 stars, but there have been times I've been there that the young kids behind the counter have been surly/less than pleasant.