Mike’s Hot Honey, it seems, is practically everywhere in the pizza community these days. Limited-time specialty pies featuring the ingredient keep popping up on chain and independent menus alike—and the latest is the legendary brand that introduced St. Louis-style pizza to the world.
But this limited-time pie flips the famous regional style on its head, so to speak.
Imo’s Pizza, the beloved St. Louis chain, has introduced the Honey Trap Pizza, featuring a generous portion of crispy, curling pepperoni layered on top of gooey cheese and finished with a drizzle of Mike’s Hot Honey—Extra Hot.
Here’s what makes the Honey Trap Pizza different: For more than 60 years, Imo’s Pizza has built its unmistakable St. Louis-style pizza the same way: square-cut, topped edge-to-edge, finished with Provel cheese, and famously, with pepperoni placed beneath the cheese.
But not so with the Honey Trap.
“The Imo’s team is excited for fans to try this new spin on our iconic pizza,” said Imo’s President and CEO Dutch Guidici. “Cupping pepperoni is so popular now, and putting it on top of the cheese allows it to crisp and curl the way people love. Adding Mike’s Hot Honey felt like the perfect way to finish it off. It’s something new and fun, and it won’t be around forever.”
The launch also marks another major milestone for Imo’s: its first collaboration with a large national partner.
While Imo’s remains proudly rooted in St. Louis, the Honey Trap signals something bigger: the brand’s ability and willingness to compete with national pizza chains by embracing the trends consumers crave most. Hot honey and cupping pepperoni are both tracking as +400% fastest-growing pizza ingredients.
The pizza is also designed to appeal to younger consumers, particularly Gen Z, who are driving demand for bold heat-balanced flavors. “Gen Z craves heat, but not too much, and we’re hoping to catch their attention with this new premium take on our beloved St. Louis style pizza,” Guidici said.
The Honey Trap ($19.99 for a Large) is available now at all 98 Imo’s Pizza locations for a limited time.
