Imo's is often cited as the quintessential St. Louis style pizza. Founded in 1964, by Ed and Marge Imo, the chain is certainly one of the earliest and most prominent examples of the style. I am personally a fan of Imo's, but I think it is an example of a chain that is resting on it's laurels. As it has proliferated as a chain, the quality has somewhat lowered, and I feel that the price doesn't always reflect the product that you get. There is a particular variance in quality from one location to another, and someone who desires to try a St. Louis style pizza for the very first time could easily be disappointed. Still, this is a pizza that is satisfying, even at it's worst.
The pizza at Imo's is notable for it's crisp, thin unleavened crust, topped with sweet sauce and creamy provel cheese, which is then cut into small squares. When it is cooked just right, the pizza is very good, but if it is even slightly over-cooked, the crust becomes incredibly hard, and it doesn't work as well. The crust here offers very little in flavor, and serves mainly to contrast the soft, supple cheese.
Balance is the key to a successful thin crust pizza, and this is something that Imo's Pizza understands. This pizza has a very thin crust, but a generous portion of toppings so that the pizza is generally creamy, rather than dry and cracker-like. The slices in the center of the pie are especially thick and delicious.
I find it interesting that what many consider to be the archetype of a regional style is, in this case, a franchise with over 50 locations (Imo's is also one of the top performing pizza chains in the U.S.). There are superior examples of St. Louis style pizza in the city, but few have come close to the stardom awarded Imo's Pizza. Perhaps a bit of that is the work of advertising, but it is also a testament to the fact that people really do like the stuff at this famous pizza joint.
Imo's Pizza
http://www.imospizza.com
Check the site for locations and hours.
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