POPULAR PIZZERIA: “Pizza is so popular because it tastes good, and it’s healthy. It’s bread, cheese for protein, tomato, and healthy toppings. It can be a healthy meal.” Ciro Baldino, president and an owner of Conte’s, the popular Princeton pizzeria, is shown behind the restaurant’s bar.

The current site of Conte’s Pizzeria at 339 Witherspoon Street, was once a bocci court, says Conte’s president and owner Ciro Baldino.

“The Conte family lived in the house next door, and this was a bocci court,” he explains. “They had a bar, The Golden Eagle, on Leigh Avenue. They enjoyed the bocci court with their family and friends, and they often made pizza for them. It became so popular that they began to think about making it a business.

“So, in the late ‘50s, they put this building over the bocci court, moved the bar here, and established Conte’s. The Contes were a long-time Princeton family, and Sam Conte was the owner.”

“The best pizza on the planet!” says the Conte advertisement, and a lot of people agree. The popular pizzeria has been going strong all these years and continues to draw crowds of hungry customers every day.

Best Pizza

In 1967, Ciro started working at the pizzeria when he was a boy. His uncle Louie Lucullo had become owner at that time, and Conte’s had also added sausage sandwiches to the menu.

“However, in the 1970s, the New Jersey Monthly magazine survey named Conte’s as having the best pizza in New Jersey,” recalls Mr. Baldino. “From then on, the pizza soared in popularity.”

He came on full-time in 1982, after a varied career, including teaching and working for the State of New Jersey. “I was always curious, and I wanted to learn about things,” he explains.

Of course, he had been learning about running a restaurant over the years, and when Conte’s became his full-time career, he and partners Tony Baldino (vice president) and Angela Baldino (secretary) formed a corporation Cirton, Inc. to oversee the operation.

Mr. Baldino is a firm believer in “if it’s not broken, don’t fix it”, or as he says, “You don’t add ice to cognac!” Conte’s had established such a strong reputation in Princeton — and beyond — for its quality pizza, friendly service, and warm atmosphere that the plan was to ensure its continued success.

“The menu has changed very little,” Mr. Baldino notes. “You don’t want to change a good thing. What we got from the Conte family, we never changed. We have the best recipes, and the key is how you cook it and the ingredients. Our ingredients are the best in the world! We also make our own sausage. The sausage sandwich is popular, and our most popular pizzas are plain, or sausage, or pepperoni.”

Thin-Crust

In addition to sausage, other sandwiches include meatball, steak, ham, and salami. Selected choices of pasta are available, including penne and spaghetti, plain or with sausage or meatballs.

Conte’s is, of course,   known for its delicious thin-crust pizza; toppings include everything from anchovies to mushrooms, peppers, olives — and much more.

Many people enjoy ordering a salad with the pizza, adds a long-time customer,  who also points out the friendly atmosphere. “We like it that there is always a celebratory, happy atmosphere at Conte’s. It’s always a fun place to go. I like the friendly waitresses, and I like the family atmosphere, especially in the early evening when people bring everyone but the dog! You’ll see little kids, big kids, moms and dads, and grandmas. Of course, we love the thin-crust pizza.”

Many other customers agree with this assessment, and Mr. Baldino reports that there are many regulars in attendance at any given time — lunch or dinner. “70 to 80 percent of the customers are regulars, and I know them all! We have lots of weekly customers, and some come even more often.”

Neighborhood Place

Princeton residents Terri and Michael David are counted among them. They go to Conte’s every Thursday evening without fail. “We have been doing this for decades!” says Mrs. David. “Conte’s has the best pizza, possibly in the world, and we’ve had pizza in many places. Coming on Thursday gives us a start on the weekend. We also like the feeling of a cozy neighborhood place. We know a lot of other people who come, and we are friends with the wait staff. Conte’s is just dear to my heart.”

A variety of beverages is available, and Mr. Baldino points out that many customers enjoy a glass of chianti or beer to accompany their pizza.

“We have also had lots of famous people over the years,” he adds, “including the current governor, who stops in and picks up a pizza to go.”

Conte’s is also popular with groups. Various sports and school teams come in after a game, and Princeton Democrats recently celebrated the nomination of their candidates for mayor and the new Council with pizza at Conte’s.

“I enjoy all the people who come in, and they’re from all walks of life, all backgrounds — University, business, students, families. It’s fun to interact with them all,” says Mr. Baldino.

Adds secretary and owner Angela Baldino: “We have people of all nationalities coming in — from India, China, France, all over. We want them all to have a wonderful experience — great pizza, a comfortable, friendly atmosphere, and we also want to thank our loyal customers who have supported us all these years.”

Conte’s is also available for private parties on Saturday and Sunday between noon and 3:30 p.m.

Regular hours are Monday 11:30 a.m. to 9 p.m., Tuesday through Friday 11:30 to 11, Saturday and Sunday 4 to 9. (609) 921-8041. Website: www.contespizzaandbar.com.