Demand for Provel Cheese, New Restaurants Equal Growth Spurt at Imo's Pizza

By Brown, Lisa | St Louis Post-Dispatch (MO), March 5, 2017 | Go to article overview

Demand for Provel Cheese, New Restaurants Equal Growth Spurt at Imo's Pizza


Brown, Lisa, St Louis Post-Dispatch (MO)


The massive walk-in cooler that Imo's Pizza built inside its warehouse in downtown St. Louis in 2015 was supposed to be large enough to hold provel cheese, boxes of sauces and toppings for the pizza chain's 100 restaurants for at least three to five years.

But within months after moving its headquarters from the Hill neighborhood to a 4.5-acre site at 17th Street and Delmar Boulevard on downtown's northern edge, company president Carl Imo realized he was already out of space.

"We're almost tripling the size of our cooler," Imo said Thursday during a walk-through of the pizza chain's warehouse, where construction workers were busy assembling a new 2,500-square-foot refrigerator that's about as big as some of its restaurants and cost $800,000.

Also nearby, the company is adding a $200,000 machine that will shred 44-pound blocks of provel cheese 10 times faster than its current method using a grinder.

Family-owned Imo's Pizza, founded by Carl's parents Ed and Margie Imo in 1964, spent more than $5 million over the past two years to buy and renovate several buildings downtown to serve as the home base for the company's future growth.

Ed Imo, a former tile setter, cut thin-crust pizza slices into square shapes, leading to the chain's slogan: "The square beyond compare." In April, for the first time, Imo's Pizza will debut a square-shaped pizza that's a nod to its motto.

"Part of our marketing philosophy is pizza is fun, so we try to be fun," Ed Musen, a partner at ESM Marketing STL, Imo's Pizza's longtime agency of record, said of the square-shaped pizza promotion. ESM Marketing STL recently moved its nine employees from Olivette to office space at Imo's headquarters complex.

Imo's Pizza has grown a following and criticism for its use of provel cheese: a processed blend of Swiss, provolone and cheddar. Some spurn the cheese but it also has a fervent fan base. Last December, from a room at its downtown headquarters, Imo's Pizza rang up $21,000 in sales in a single day for its frozen pizzas that are sold as gifts and shipped on dry ice. The company gets orders from all 50 states and regularly has to turn down international orders.

The company hadn't added any new franchisees in years because it lacked the warehouse and distribution capabilities to handle more restaurants. Now with the added space, it can buy ingredients and supplies in greater quantities, leading to savings passed on to franchisees.

With the expanded facilities, Imo's Pizza now sees growth opportunities to add more restaurants beyond its current footprint in Missouri, Illinois and Kansas. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Demand for Provel Cheese, New Restaurants Equal Growth Spurt at Imo's Pizza
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.