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But first, some reflection and observation: Imo’s Pizza is now 46 years old and shows no signs of a mid-life crisis. The store tally is holding steady at 96, largely due to two factors: Imo’s effective “reach” is relatively limited, plus they are not adding any new franchisees at the present time.
Also of note is that Imo’s seems to have successfully weathered the recent economic crisis by not, well, panicking...not cutting staff, or prices, or portions, or quality, or resorting to Grouponing, half-price deals, or the “deep discounting” tactics that are so pervasive in today’s marketing programs, preferring to instead play the coupon game more conservatively and stay clear of what many think are brand-tarnishing, dangerous, and irreversible programs.
Bottom line: such a strategy may have given some stores the resources to relocate, even though a few have moved only a short distance away. But does it really make sense to box up your restaurant and re-open it so close by? Ask Claus Schmitz of Mosaic...after his 2 block move (from 11th and Lucas to 10th and Washington), Mosaic's business apparently doubled, allowing him to add on the substantial Mosaic Lounge next door and as well as forge ahead with new projects, currently in various stages of construction and negotiation: possibly another Mosaic; a tapas-style steakhouse named Sear; and The Market Bistro at 14 N. Central in Clayton.
Speaking of Clayton, that's where we'll see a new Imo's. The location at 7359 Forsyth has had its share of lousy luck: first, years of inconvenience brought on by the Metrolink/Parkway construction, then the exodus of Wash U employees from the building next door. The new location at 23 N. Bemiston will be within walking distance of Clayton's CBD and parking and general access will be better as well. Projected opening: July 1
The Downtown Imo's at 20th and Olive is moving to 1834 Washington, catercorner to Smokin' Joes BarBQue. The new store will be brighter, smaller, and more efficiently designed. It appears the western stretches of Washington Ave are becoming a popular address for new restaurants and bars (Smokin' Joes, Ozzie's Restaurant on Washington, Jive and Wail, The Pour House). Projected opening: July 1
Imo's other downtown location is finally retiring its spartan storefront (and I'm being kind here) and moving 2 blocks South to 904 S. 4th. This store is owned by Chris Cochran, one of the more colorful and innovative franchisees in the organization. He's shlepped pizzas on the streets of downtown, sold them to people camped out at Busch, and hawked pizza-laden golf carts through the streets of Soulard. His new Imo's will have a "one stop shop" component: you'll be able to get canned beer delivered with your pizza. Like those wacky professors screamed on those Guinness ads: BRILLIANT! Projected opening: June 1. -- George Mahe
