Imo’s Pizza – A tradition for over 60 years. Photo: © Imo’s Pizza
In 1964, Ed and Margie Imo opened a small pizza parlor in the Hill neighborhood of St. Louis, Missouri, with little more than a used oven, a repurposed cash register, and a dream. Nearly 60 years later, Imo’s Pizza has grown into a regional icon, known for its signature square-cut pies and innovative use of Provel® cheese. With nearly 100 franchise locations and a presence in retail stores across the Midwest, Imo’s has become a culinary cornerstone in St. Louis—and beyond.
A Cheese Revolution: The Birth of St. Louis-Style Pizza
When Ed and Margie opened their first pizzeria, they enlisted a neighborhood chef who introduced an unconventional twist to their pizzas: Provel® cheese. Unlike traditional mozzarella, Provel® is a blend of cheddar, Swiss, and provolone, offering a creamy, tangy flavor and a smooth, melt-in-your-mouth texture. This unique ingredient quickly became a defining characteristic of Imo’s Pizza and an essential component of St. Louis-style pizza.
The popularity of Provel® created challenges as demand grew. Initially sourced from a single distributor who delivered cheese from the trunk of his car, Ed and Margie eventually acquired the rights to distribute Provel® themselves, ensuring a steady supply for their expanding empire.
The Square Beyond Compare®
Imo’s isn’t just about cheese; it’s about creating a pizza experience that feels like home. Their square-cut pies are perfect for sharing, embodying a philosophy of family and community. Over the years, their menu has expanded to include pasta, appetizers, sandwiches, and desserts, but the heart of Imo’s remains the same—delicious, comforting pizza served with a smile.
A Legacy of Innovation
Ed and Margie didn’t just innovate with ingredients; they also changed the way pizza was delivered. Frustrated by the inconvenience of late-night pizza pickups, they pioneered pizza delivery in St. Louis, setting a standard that would revolutionize the industry.
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, packaging their iconic pizzas for nationwide shipping. From Toasted Ravioli to Provel® Bites, Imo’s has expanded its reach without compromising the quality and tradition that made it famous.
A Growing Tradition
With plans to expand their franchise footprint across the Midwest, Imo’s Pizza is poised for even greater success. Yet, at its core, the brand remains true to its roots—a family-owned business built on innovation, quality, and community. Whether you’re a St. Louis local or a pizza lover from afar, Imo’s offers a slice of history and flavor that’s truly The Square Beyond Compare®.
The above content derived from: https://www.imospizza.com/our-history/
