St. Louis-based Imo’s Pizza is giving customers a new choice for its famous thin-crust pizza. Beginning September 25, Imo’s began offering a 10” cauliflower crust as an option when ordering the brand’s famed St. Louis-style pizza.

“We’ve had a lot of customers ask for a cauliflower crust, and we had to ensure we created a crust that wouldn’t alter our traditional crispy thin style and taste,” said Nichole Carpenter, Imo’s director of marketing. “After a lot of research and sampling, we landed on a great option for our customers who are looking for an alternative and who maybe haven’t enjoyed an Imo’s Pizza in a while. We’re really excited to add this option to our robust menu and welcome more people to the table.”

The crust will be available at all Imo’s Pizza parlors and will be an option when ordering on the Imo’s app, which can be downloaded via the App Store or Google Play Store. The app also includes Imo’s Square Deals rewards program that gives customers the opportunity to earn “Squares” toward free-or-discounted Imo’s menu items.

Related: The spirit of St. Louis-style pizza

Imo’s Pizza first opened its doors in 1964. Since then, the Imo family has welcomed generations of customers to Imo’s Pizza locations across the St. Louis area. The brand has since expanded to 99 locations, with stores in Missouri, Illinois and Kansas.

In addition to its restaurant presence, Imo’s Pizza also has a foothold in the wholesale space. The brand has 17 different products—including frozen pizzas, sauces, dressings, marinades, pizza crusts and Provel cheese products—that are available at participating grocery chains in the greater St. Louis area.

“Imo’s has earned a solid reputation and loyal following through its commitment to maintaining the highest level of quality in all of its restaurants, as well as in the grocery stores that carry its products,” a press release from Imo’s Pizza said. “This quality starts with ingredients. From fresh ground meats and the Imo family’s homemade sauce to delicious vegetables and full strips of bacon, every topping that covers its crispy, edge-to-edge St. Louis-style pizza is of the highest quality.”

Food & Ingredients