Princeton's Chez Alice Thrives During The Pandemic

PRINCETON, NJ — Over the past year America has been pandemic baking to keep busy during the lockdown. But Princetonians craved delicacies from Chez Alice, the little patisserie in Palmer Square.

In fact, Princetonians ordered so much from Chez Alice that the patisserie saw their business grow during the pandemic.

“Almost all of our businesses is people coming in, grabbing stuff and leaving,” said Eben Copple, Director of Hospitality, Genesis Hospitality Group, Chez Alice’s parent company.

“What we're seeing now is people buying often - little cakes for their homes, individual desserts, or macaroons. So, I think we are in the minority, but our business actually increased during the pandemic,” said Copple.

The one thing that has not yet returned to the patisserie is orders for big parties like weddings etc.

“A decent amount of our business was making big cakes for big parties. And that obviously went away. We haven't really seen that kind of business return,” said Copple.

Last week, Chez Alice won the 2021 Best of Princeton Award in the Cafe category by the Princeton Award Program.

“The award reinforces our belief that we're doing the right thing at our establishment. People are coming to our shop and liking what we do,” Copple said.

The Princeton Award Program honors the achievements and accomplishments of local businesses in the Princeton area.

This recognition only encourages them to do better, said Coppel.

For most of last year, Chez Alice served to-go orders. They also have few outdoor tables. The Princeton Parklet - a sidewalk extension that provides outdoor seating, helped the patisserie expand their “outdoor seating footprint,” said Copple

With the weather getting warmer and residents getting vaccinated, Chez Alice hopes to see an even larger increase in business.

“The more people are walking around Princeton, the busier we are,” said Copple.

“But what I hope it does is bring more business to the retail fronts around us, because they've really been struggling.”

The patisserie is now focusing on ‘Tea Time’ — their exclusive service of French treats and tea. Offered during the weekends, Chez Alice plans to extend it all week long in the coming days.

“People can come anytime and experience the teatime here. It’s by reservation only because it’s more service-oriented and requires people to sit and hang out with us for a little while,” said Coppel.

Chez Alice has a delicious array of offerings for teatime. From scones and assorted macarons to Petit Fours and chocolate bonbon, there’s much to choose from. There is also a wide selection of English and French teas.

Timings are 2 p.m. to 5 p.m. To make a reservation, click here.

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