Step inside the restaurant, and the smell of fresh pizza is everywhere. Different types of pies are on display, a surprising number of choices from the good-old regular to types that probably weren’t around four decades ago. Few can resist a slice.

This is Pelham Pizzeria & Restorante, the Fifth Avenue institution celebrating its 40th anniversary. A big “40” is painted on the window to drive the point home.

Co-owner John Ruffolo, son of one of the two brothers who founded the restaurant in 1978, said he is very happy to work at Pelham Pizza. He said he loves to see how happy customers are when they enjoy the food. To run a successful business, he said, a good owner needs to know every part of the operation so they can help out anywhere.

Pelham Pizzeria was founded 40 years ago by two brothers, Ettor and Luigi “Gino” Ruffolo, both immigrants from Italy. Ettor Ruffolo died in 1988, leaving Gino Ruffolo to run the business. When Gino passed away in 2009, John Ruffolo took over with Gino’s son-in-law Pino Mancini.

John said he has been working at Pelham Pizzeria for 16 years. Many of the employees are like family. They are all very kind to one another. Some have been working there for more than 20 years.

Of the many different kinds of pizza—buffalo chicken, reverse, Sicilian and more—the most popular are sausage and pepperoni.

The Pursels, a new family of four in town, found the food at Pelham Pizzeria to be very tasty and the restaurant convenient.

Maria Laqalante ordered chicken parmesan. “It’s like I died and went to heaven,” she said. “Best in the world. You could go to Italy and not find pizza better.”