A weft yarn measuring and storing device of a loom includes a drive roller, a support shaft, a support lever is turnably mounted to the support shaft, a feed roller that is rotatably mounted to the support lever and pressed to be contacted against the drive roller by a spring force so that the feed roller is rotated by rotation of the drive roller to pinch a weft yarn therebetween for feeding, and a storing drum that takes up and stores the fed weft yarn. The weft yarn measuring and storing device further includes a friction resistance imparting portion that imparts the support lever a friction resistance against turning of the support lever.