Betty Rae's Ice Cream is opening its fourth Omaha location this week, moving into Midtown Crossing with a grand opening set for Wednesday and Thursday. The Kansas City-based scoop shop is taking over a storefront at 3220 Farnam Street, and this time it's bringing something new to the counter alongside the ice cream: premium chocolates and candy.
The Midtown shop marks a notable step for the brand, which got its start in Kansas City and now runs 12 locations there, according to Grow Omaha. It will be Betty Rae's first location to feature its own chocolate confections, expanding beyond the three Omaha shops the company already operates at Pepperwood Village, 6307 Center Street and 176th and Q Street.
Chocolate Joins the Menu for the First Time
A confectioner is joining the team as Betty Rae's adds chocolate to its menu. The Midtown Crossing shop will also carry special chocolate and candy items timed to the holiday season, giving Omaha shoppers another reason to stop in as the weather turns colder.
Shatto bought Betty Rae's in 2023 with plans to expand the company's reach, and the brand has since been pushing into franchise territory well beyond Nebraska. Startland News reports that Betty Rae's is now targeting seven regional cities for franchise growth — St. Louis, Wichita, Bentonville, Nashville, Denver, Oklahoma City and Tulsa — with partners expected to open two to five shops in each market.
A Growing Presence in Omaha's Urban Core
Omaha has become part of the company's growth plan. The team is excited to be part of the growth happening in Omaha's urban core, a nod to Midtown Crossing's ongoing development as a dining and retail hub.
The first 50 people in line each day of the grand opening will receive up to two free ice cream scoops among other specials, with the event beginning at noon both Wednesday and Thursday.
Omaha isn't the only place where Betty Rae's has gotten creative with its menu. A previous central Omaha opening at 6307 Center Street came with its own local twist: a special Big Red flavor, according to the Lincoln Journal Star. The company's first Omaha franchise location opened in September, with franchisee Zach Molacek planning to open another shop in the spring, Startland News reported.
