Fact-checked by Grok 2 weeks ago

Imo's Pizza

Imo's Pizza is a family-owned American pizza chain based in , , best known for originating and defining St. Louis-style pizza, which features a thin, crispy, edge-to-edge crust topped with tangy —a proprietary blend of , , and cheddar—and cut into even squares for easy sharing, earning it the nickname "The Square Beyond Compare." This distinctive style, developed since the chain's founding, uses high-quality ingredients like fresh-ground meats, homemade sauce, and daily-cut vegetables, setting it apart from traditional round, triangular-sliced pizzas. Founded in 1964 by Ed and Margie Imo in 's Italian-American enclave of neighborhood, the business started modestly with a single parlor equipped by a used oven, two refrigerators, and a $75 , where Ed crafted the pizzas and Margie managed orders and salads, with deliveries handled by family. A local neighborhood chef introduced the Imos to , invented in in 1947, which became a signature element of their pies and is now consumed in over two million pounds annually by the chain. The chain pioneered in the region and expanded rapidly with a second location opening shortly after the first, beginning in 1979 and reaching 30 parlors by 1985. Today, Imo's Pizza operates approximately 95 locations across , , and as of September 2025, employing over 5,000 people and serving an expanded menu that includes , sandwiches, appetizers like , and desserts alongside its core pizzas. The company has invested in growth infrastructure, including a 72,000-square-foot warehouse opened in 2016 and an additional 18,000 square feet of production space added in 2022, while also offering nationwide shipping of frozen products such as Provel bites and to preserve its heritage; in July 2025, it listed its headquarters and production facility for sale.

History

Founding and Early Years

Imo's Pizza was founded in 1964 by Ed and Margie Imo, a young couple without prior retail or culinary experience, who opened their first parlor in St. Louis's Shaw neighborhood, near , at the intersection of Thurman Avenue and . The venture began modestly with a $1,500 investment, including a used , two refrigerators, and a $75 , as the Imos sought to save for a family home while Ed continued working as a tile setter and Margie handled daily operations with help from family and friends. Drawing inspiration from the restaurants near their home in neighborhood, the Imos focused on a thin-crust that reflected their heritage, using basic dough and sauce recipes developed through trial and family input to create a crisp, thin crust suited to local tastes. The early menu emphasized simplicity, prioritizing delivery and carryout services to meet the needs of busy families; this innovation stemmed from the Imos' own frustrations with late-night pizza pickups, making Imo's the first pizzeria west of the to offer . A key milestone in 1964 was the introduction of square-cut slices, designed to facilitate easy sharing among groups and families, which quickly helped establish the first location as a beloved local staple in south . This approach, combined with the parlor's community-oriented service, fostered rapid word-of-mouth popularity and laid the groundwork for future growth into additional company-owned locations before began in 1985.

Expansion and Franchising

Imo's Pizza initiated its franchising program in 1985, enabling accelerated growth beyond company-owned outlets. This strategy led to the opening of additional locations across the region, culminating in 30 parlors by 1985, most concentrated in the metropolitan area. To secure consistent supplies of essential ingredients like dough and Provel cheese amid rising demand, Imo's acquired Costa Grocery Company during the 1980s. This move integrated distribution control into the company's operations, supporting further scaling of the franchise network. By November 2015, Imo's ranked as the 32nd-largest pizza chain in the United States, generating $93.8 million in gross sales. The chain's expansion persisted into the , surpassing 100 locations as of 2020 with entries into the Illinois and markets to broaden its regional footprint. However, not all ventures succeeded; the , location closed in 2021 due to operational challenges, including corporate mandates for relocation and remodeling. In 2022, Imo's Holding Company appointed Mark Miner as to guide continued growth. The chain introduced new menu innovations, such as the Crunchimo handheld pizza, in 2025. As of September 2025, Imo's operates 95 locations across , , and . In July 2025, the company's headquarters and production facility were listed for sale.

Business Operations

Locations and Market Presence

As of September 2025, Imo's Pizza operates 95 locations, primarily concentrated in the Midwest region. The chain's outlets are distributed across , , and , with the vast majority—approximately 84% or 80 locations—in , particularly in the St. Louis metropolitan area. Illinois accounts for about 14% (13 locations), while Kansas has 2% (2 locations). In , Imo's maintains a dominant presence as the state's favorite local restaurant chain, benefiting from strong regional loyalty in the area where over 70% of its locations are situated. The emphasizes delivery and carryout services tailored to urban and suburban delivery radii, with most locations offering no dine-in facilities to streamline operations. Since the , Imo's has adapted to by integrating online ordering through a dedicated , enhancing accessibility for customers. Despite its smaller national footprint compared to giants like Pizza Hut and Domino's, Imo's holds competitive positioning in the Midwest through its iconic St. Louis-style offerings and local brand affinity, ranking 30th among U.S. pizza chains by units and sales in 2023.

Headquarters and Supply Chain

In 2016, Imo's Pizza relocated its corporate headquarters and distribution operations to a centralized facility in downtown St. Louis, consisting of a 72,000-square-foot warehouse and a 10,000-square-foot office space designed to streamline franchise support and logistics. This move enhanced operational efficiency by consolidating production, storage, and administrative functions under one roof, with a subsequent 18,000-square-foot expansion in 2022 to accommodate growing demands for manufacturing and inventory. In July 2025, the facility was listed for sale, with Imo's intending to continue operations by leasing the space from the new owner. The facility serves as the primary hub for preparing and distributing key ingredients to franchise locations across the Midwest. A cornerstone of Imo's is its ownership of Grocery, acquired by founder Ed Imo to secure exclusive distribution rights for in after initial sourcing challenges in the company's early years. Through , Imo's gained control over the steady supply of this proprietary processed cheese—a blend of , , and cheddar—which is essential for maintaining the consistency of its signature pizzas. The acquisition addressed reliability issues from prior informal suppliers, ensuring uninterrupted access to Provel for scaling operations. Imo's employs vertical integration strategies to manage costs and quality, exemplified by in-house production at its central facility where dough is mixed and formed into thin crusts, sauces are prepared using a proprietary tangy formula, and Provel cheese is shredded and portioned for freshness. This approach, bolstered by the Costa acquisition, allows the company to oversee the entire ingredient pipeline from sourcing to delivery, minimizing external dependencies and standardizing outputs across franchises. The sourcing process for Provel involves procuring the base blend from licensed producers under exclusive regional rights, followed by custom processing at the headquarters' dedicated cheese room to achieve the desired melt and texture. This infrastructure supports over 100 locations in , , and by enabling efficient logistics, including daily or weekly deliveries of fresh, pre-portioned ingredients to ensure uniform product quality and reduce waste at individual stores. The centralized model facilitates timely distribution via a fleet optimized for regional routes, allowing franchises to focus on while adhering to Imo's standardized recipes.

Signature Pizza Offerings

Imo's Pizza offers pizzas in four standard sizes: small (10 inches), medium (12 inches), large (14 inches), and extra-large (16 inches), all featuring a thin, crispy crust cut into squares for easy sharing. The chain's signature offerings include several specialty varieties that highlight popular topping combinations, all topped with , a blend of , , and cheddar. The Imo's Deluxe, a customer favorite, features , , mushrooms, onions, and green peppers. Other notable options are the All Meat pizza with , pepperoni, , and ; the Veggie pizza loaded with mushrooms, onions, green peppers, black olives, and tomatoes; and the BBQ Chicken pizza incorporating with chicken and red onions. Customers can also build their own pizzas starting with Imo's sauce and , selecting from a wide array of over 20 toppings such as , , anchovies, black olives, and fresh-cut , with the first topping included at no extra cost. The emphasis is on high-quality, fresh ingredients, including daily-ground meats and house-made sauce, sourced through Imo's centralized supply chain to ensure consistency across locations. As of November 2025, pricing for a large specialty pizza typically ranges from $19.99 to $20.99, depending on the location and toppings, while build-your-own options start around $15 for a large one-topping pizza. Family packs, such as the Double Deal offering two large one-topping pizzas for $29.99 (with an online option for two extra-large for $33.99), provide value for larger groups and are available online.

Additional Menu Items

In addition to its signature pizzas, Imo's Pizza provides a range of supplementary items designed to complement meals and cater to diverse preferences, including appetizers, salads, sandwiches, desserts, and beverages. These offerings reflect the chain's evolution to support family dining and casual gatherings, with items prepared using fresh ingredients to align with its roots. Appetizers and sides at Imo's emphasize shareable, comforting options such as , which features breaded, meat-filled fried until golden and served with for dipping. In 2025, Imo's introduced CrunchImos, a new handheld item featuring a buttery garlic-crusted creation loaded with gooey and bold flavors, available as an appetizer . Chicken wings are available in various flavors, including buffalo-style, providing a spicy to traditional starters. consists of warm, buttery loaves topped with garlic and sometimes , while cheese breadsticks offer crispy, cheese-topped sticks ideal for snacking. These items are popular for their portability and appeal in group settings. The salad selection includes house salads made with fresh greens, tomatoes, cucumbers, and onions, accompanied by choice of dressings such as , , or to accommodate different tastes. Sandwiches provide hearty alternatives, with the featuring thinly sliced and on bread. Submarine-style subs, like the Imo's Extra Special, combine round-top , hickory-smoked ham, salami, , lettuce, tomato, pickles, and house dressing on fresh bread, available hot, cold, or on . These selections enhance menu diversification for non-pizza diners. Desserts focus on sweet, indulgent finishes, including stix—warm, doughy sticks dusted with cinnamon sugar and served with icing for dipping—and pies, which are large, gooey cookies baked in a pie-like format and sliced for sharing. These options provide a satisfying end to meals, often enjoyed by families. Beverages primarily consist of selections from products, such as , , , and , available in cans or fountain drinks to pair with meals. Occasional seasonal drinks, like limited-time lemonades or iced teas, add variety during holidays or summer promotions.

Culinary Characteristics

St. Louis-Style Pizza Features

St. Louis-style pizza, as pioneered by Imo's Pizza, is characterized by its exceptionally thin, cracker-like crust that is rolled out to a uniform thickness and baked without significant rising, yielding a crisp texture that stands in stark contrast to thicker varieties such as deep-dish pizza. This dough, prepared with a proprietary recipe, incorporates but is handled to minimize expansion, often including for added flakiness and snap. The result is a sturdy base that supports toppings edge-to-edge without sogginess, emphasizing portability and crunch. A hallmark of the style is the square cutting method, where round pizzas are divided into small, uniform squares—typically in a grid pattern—facilitating easy sharing among groups, a practical innovation suited to social gatherings and family meals. Imo's trademarked this approach as "The Square Beyond Compare®," which enhances the pizza's communal appeal and distinguishes it from traditional slices. The baking process employs high-temperature conveyor ovens, typically around 450–500°F (232–260°C), to cook the in approximately 8–10 minutes, ensuring a quick preparation that preserves freshness, particularly for orders. This rapid, even heating crisps the crust while melting the toppings uniformly, a refined since Imo's founding in 1964. Imo's originated this style in , , in 1964, establishing the combination of thin crust, square cuts, and regional elements like as a local standard that has influenced subsequent chains while keeping the dough recipe proprietary. The integration of —a processed blend—further defines the pizza's smooth, melty profile atop this foundational structure.

Provel Cheese and Ingredients

is a proprietary blend consisting of , , and cheddar, developed specifically for enhanced meltability on thin-crust pizzas. Invented in 1947 by the Grocery Company in as a low-melting-point alternative to traditional , it was designed to provide a smoky, tangy while achieving a smooth, gooey texture without excessive oil separation. Imo's Pizza founder Ed Imo popularized its use starting with the chain's opening in 1964, incorporating it as the signature topping for their -style pies to ensure even coverage and optimal browning on the ultra-thin crust. , classified as a product due to its emulsifiers and additives, has faced criticism from cheese purists for lacking the qualities of natural cheese, though it remains a beloved staple in . Imo's ingredient philosophy centers on using high-quality, fresh components to maintain and across their . The chain prepares handmade daily in-house, avoiding pre-made or frozen bases to achieve a crisp, cracker-like . Their family-recipe , made from blended with spices, onions, , and a touch of sugar, provides a tangy base without vine-ripened tomatoes. Toppings include fresh-ground meats such as and , along with crisp vegetables and full strips of , all selected for freshness and sourced to support edge-to-edge coverage on pizzas. The unique properties of contribute to its role in preventing sogginess on Imo's thin crusts, thanks to its processed formulation with low moisture content and additives like and that promote even melting at lower temperatures. This results in a velvety, non-greasy layer that adheres well during , enhancing the overall structure of the square-cut slices. Nutritionally, a 1-ounce (28-gram) serving of Provel provides approximately 100 calories, primarily from 8 grams of fat and 6 grams of protein, with no carbohydrates. On a standard Imo's pizza slice (one square from a medium ), the cheese portion typically accounts for 50-70 calories, depending on portion size and crust thickness, helping to keep the overall slice around 140-200 calories when including and minimal toppings. To ensure uniformity, Imo's acquired Grocery between the and , gaining exclusive rights to produce and distribute Provel in , where custom blending continues at their facilities. This internal allows precise control over the cheese's composition, including the addition of less than 0.05% as a , guaranteeing the same smoky profile and melt characteristics at every location.

References

  1. [1]
    Imo's St. Louis-style pizza
    No information is available for this page. · Learn why
  2. [2]
    Imo's history - IMOs Pizza
    No information is available for this page. · Learn why
  3. [3]
    Imo's Pizza Brings New Handheld Creation to Menu for 2025
    Jan 13, 2025 · Imo's Pizza Brings New Handheld Creation to Menu for 2025 ... Founded in 1964, Imo's Pizza is served in 99 locations in Missouri, Illinois and ...
  4. [4]
    Imo's Pizza Celebrates 60th Anniversary
    Jan 8, 2024 · In 1964, Ed and Margie Imo opened their first Imo's Pizza Parlor at the corner of Thurman and Shaw in South St. Louis, introducing ...
  5. [5]
    St. Louis pizza is the style everyone loves to hate. Why can't ... - KCUR
    Nov 30, 2022 · Imo's was the first pizza shop in St. Louis to offer delivery, with Margie's brother serving as their dedicated driver. The revolutionary-for- ...<|control11|><|separator|>
  6. [6]
    Imos celebrate 60 years bringing Provel pizza to St. Louis
    Aug 23, 2024 · Around 1979, the Imos decided to start franchising. There are ... Eddie Imo, father of Imo's Pizza, talks home sauce, early beginnings.
  7. [7]
    Imo's Pizza awaits equipment needed to open; Brown's Furniture ...
    Jun 5, 2015 · Ed and Margie Imo opened their first Imo's Pizza in St. Louis in 1964. By 1985, they owned 30 stores and opened up the business to franchisers.<|control11|><|separator|>
  8. [8]
  9. [9]
    2015 Pizza Today Top 100 Pizza Companies
    Nov 1, 2015 · What's happening with America's largest pizza companies? Who added stores in 2015? Who pushed their sales to record highs?Missing: Imo's 32nd $93.8 million
  10. [10]
    Imo's Pizza - LinkedIn
    Imo's is known for its St. Louis-style pizza, a crispy thin crust pizza topped with tangy Provel cheese. Website: http://www.imospizza.com.<|control11|><|separator|>
  11. [11]
    Imo's Pizza In Osage Beach Has Closed, Here's Why - Lake Expo
    Sep 28, 2021 · We are closed permanently due to corporate forcing us to move to a location to accommodate a drive-up pick-up window and to remodel to Imo's new ...
  12. [12]
    [PDF] Pizza Power 2025
    Fischer's Neighborhood. Market, with 32 stores in the U.S., has partnered with. Hunt Brothers Pizza to offer fresh pies at 13 locations. ... 30 Imo's Pizza. QSR.
  13. [13]
    Your State's Favorite Local Restaurant Chain - Cheapism
    Missouri: Imo's Pizza. Imo's Pizza. ©TripAdvisor. St. Louis-style ... number of locations in Tennessee. The chicken, which is deep-fried and ...
  14. [14]
    Imo's Pizza Expands Using MapBusinessOnline's Market Analysis
    Imo's Pizza, headquartered in St. Louis, MO, has not only expanded successfully, but they've sustained that expansion through the era of COVID-19.Missing: share | Show results with:share
  15. [15]
    Imo's latest move aims to increase the options for ordering its pizza
    Jan 12, 2023 · The new app allows for quick-and-easy delivery options and the ability to track delivery status, the company said in a press release.
  16. [16]
    Hazmat crews respond to ammonia leak at Imo's Pizza Headquarters
    Sep 10, 2024 · Louis-based pizza chain relocated its headquarters and franchise operation in 2016 to the 72,000-square-foot warehouse and 10,000-square-foot ...
  17. [17]
    Imo's Pizza's Downtown West headquarters listed for sale - St. Louis ...
    Jul 19, 2025 · Imo's moved to its Downtown West headquarters in 2016 and expanded its production facility there by 18,000-square-feet in 2022. A sale would ...Missing: relocation | Show results with:relocation
  18. [18]
    Hot Seat: Carl Imo | St. Louis Magazine
    Oct 16, 2015 · Marge and Ed Imo built one of St. Louis most iconic institutions—Imo's Pizza—forever heaping praise on the city that allowed them to do so.
  19. [19]
    Making It a Great Day: Imo's Pizza Cheese Room - YouTube
    Jan 21, 2020 · National Cheese Lover's Day was on Monday so we sent Steve Harris over to the Imo's Pizza Cheese Room to see how their provel cheese is made ...Missing: supply chain vertical integration
  20. [20]
    Imo's Pizza HQ & Production Facility - Saint Louis, MO for Sale
    Jul 15, 2025 · Mission Critical Facility: The property has served as Imo's Pizza's main distribution and production facility since 2016; expanded in 2022.Missing: relocation | Show results with:relocation
  21. [21]
    Menu - Imo's Pizza
    Our History · Blog · Ship a Pizza · Shop in Stores; Order Online. Specials · Menu · Rewards & App · Join the Team · What is St. Louis Style Pizza · Our History ...<|control11|><|separator|>
  22. [22]
    Imo's Pizza - Chambers - 10010 Halls Ferry Rd, St Louis, MO 63136
    Rating 4.8 (30) · $$Share the Square Meal Deal box: Large Square pizza (Thin or Thick Crust) Your choice of up to 2 toppings & 16 Imo's signature toasted ravioli. $32.65. Great ...Missing: varieties | Show results with:varieties
  23. [23]
    12 Pack by Imo's Pizza - Goldbelly
    The 12-pack includes St. Louis-style pizza with Provel cheese (cheddar, Swiss, and provolone) and your choice of toppings. The pizza is circular but sliced ...
  24. [24]
    Imo's Pizza Recipe (St. Louis Style Pizza) - Food.com
    Rating 5.0 (23) · 40 minImos uses a tomato sauce mixture that has a sweet taste, but it's not so overly sweet to hide the rich tomato flavor or spices. Sauce:Combine together and it's ...
  25. [25]
    Imo's Pizza - Imo's Pizza: Home
    Great Tastes of St. Louis. $26.99. Large 2-Topping Pizza, 12 Provel Bites ... What Is St. Louis Style Pizza · Our History · Rewards & App · Blog. Contact. Find a ...
  26. [26]
    Imo's Pizza: A St. Louis Tradition and a Slice of Innovation - XLT Ovens
    Imo's growth continued steadily, with the first franchise opening in 1985. Today, they operate out of a 72,000-square-foot facility in downtown St. Louis, ...Missing: milestones | Show results with:milestones
  27. [27]
    Imo's Pizza Menu Prices With Calories [Updated 2025] - TheFoodXP
    Jan 23, 2025 · Pizzas | Appetizers | Sandwiches | Salads | Pastas | Lunch Specials | Drinks | Desserts | Dressings & Sauces |. Pizzas. Item Name. Price.
  28. [28]
    Imo's Pizza - 4479 Forest Park Ave, St Louis, MO 63108 - Slice
    St. Louis Style Pizza. Comes with our classic red pizza sauce and Provel Cheese. Choose as many toppings as you wish. You must add at least one topping.
  29. [29]
  30. [30]
    St. Louis-Style Pizza - Serious Eats
    25 hrAug 12, 2025 · Make ultra-crisp St. Louis–style pizza at home with a flaky crust, sweet red sauce, and smooth, smoky Provel-style cheese.
  31. [31]
    Homemade Copycat Imo's St. Louis Style Pizza Recipe
    40 minJan 23, 2025 · Pre-heat oven to 450 degrees and place a pizza stone in the hot oven. ... Time: 15 minutes; Category: Pizza; Method: Bake; Cuisine: American, ...Missing: temperature | Show results with:temperature
  32. [32]
    Provel® was created in 1947 to address the need for a low-melting ...
    Oct 8, 2019 · Provel® was created in 1947 to address the need for a low-melting point, mouth-watering cheese that was more flavorful than mozzarella to ...Missing: acquisition 1980s
  33. [33]
    One City's Love Affair With Processed Cheese : The Salt - NPR
    Feb 15, 2013 · "It's melted plastic from the '80s." Even its fans admit Provel is an acquired taste. For me, eating raw Provel is akin to chewing on a candle ...
  34. [34]
    How Provel Cheese Became Popular In St. Louis - Yahoo
    Dec 31, 2023 · The first Imo's location opened in 1964 and the owners used to buy Provel for their St. Louis-style pizzas quite literally out of the trunk of ...
  35. [35]
    What's the Imo's difference? It's fresh, quality ingredients ... - Facebook
    Mar 4, 2021 · It's fresh, quality ingredients that top our pizzas from edge-to-edge. It's the family recipe homemade sauce, and our attention to detail with every pizza we ...
  36. [36]
    What is Imo's-style pizza? It starts with ingredients. From fresh ...
    Nov 13, 2020 · Gale Wagoner Hi Gale. Our Imo's Pizza frozen pizzas are in select retail locations in the KC area and they can also be purchased online or at ...
  37. [37]
    A Culinary Masterpiece - Imo's Pizza
    Only the freshest and highest quality ingredients find their way onto Imo's pizzas. ... Our History · Rewards & App · Blog. Contact. Find a Location · Join the ...
  38. [38]
    IMO's Pizza Roped Provel Cheese, 32 oz - Costco Business Center
    IMO's Pizza Roped Provel Cheese, 32 oz Ropes for easy melting on pizza and more Smoky blend of cheddar, swiss and provolone Ideal for its low melting point ...
  39. [39]
    Calories in Provel from Imo's Pizza Grocery - Nutritionix
    Jan 16, 2024 · Provel ; Serving Size: slice (28g grams) ; Calories 100. Calories from Fat 70 ; 4%. Vitamin A ; 0%. Vitamin C ; 15%. Calcium.Missing: meltability | Show results with:meltability
  40. [40]
    St. Louis Style Pizza with Provel - Foodigenous
    Feb 19, 2025 · The more popular Imo's became, the more cheese was needed which resulted with them ultimately acquiring Costa Grocery and their distribution.Missing: acquisition 1980s
  41. [41]
    IMO'S PIZZA, PROVEL CHEESE Ingredients - Spoonful App
    Rating 4.3 (3,219) · Free · HealthIngredients. CULTURED PASTEURIZED MILK AND PART-SKIM MILK, WATER, MILKFAT, SODIUM PHOSPHATE, SALT, LACTIC ACID, CONTAIN LESS THAN 0.05% OF SORBIC ACID AS A ...