Imo’s Pizza – The Store Launch Beyond Compare

When a St. Louisan thinks of St. Louis-style pizza, the first and possibly only thing that comes to mind is Imo’s Pizza. Since Ed and Marge Imo opened their first location in 1964 at Thurman and Shaw in South St. Louis, they have been putting Provel cheese on a cracker-like crust and cutting it into squares. They created their own food genre – The Square Beyond Compare, as the tagline goes – not too bad!

With over 80 locations and a long history, Imo’s has largely been able to stave off St. Louis-style competitors like Elicia’s, Cecil Whittakers, and several newcomers like Louie’s and St. Louis Pizza & Wings. While these others have each been able to carve out a nice business for themselves, Imo’s owns the hearts and minds of St. Louis-style pizza lovers. This is the pizza that St. Louis ex-pats have to get when they roll through town. In fact, you can even have Imo’s shipped to you, anywhere in the country. Not many restaurants can claim such a rabid following.

However, it is worth noting that competition is ratcheting up. The dominant position that Imo’s has held for so many years is under assault…