3 minute read
For more than 60 years, Imo’s Pizza has done things its own way. Square-cut slices. Toppings edge to edge. Provel cheese. And most famously, pepperoni tucked under the cheese. It’s a formula that helped define St. Louis–style pizza and built one of the region’s most loyal fan bases.
Now, for the first time, Imo’s is breaking one of its longest-standing rules.
The result is the Honey Trap Pizza, a limited-time release that flips the brand’s signature build while still staying unmistakably Imo’s.
What’s on the Honey Trap Pizza?
The Honey Trap Pizza is topped with a generous layer of crispy, cupping pepperoni placed on top of the cheese, allowing it to curl and crisp in the oven. Once baked, the pizza is finished with a drizzle of Mike’s Hot Honey – Extra Hot, adding a sweet-and-spicy kick that cuts through the richness.
The pizza is available now for $19.99 for a large at all 98 Imo’s Pizza locations, but only for a limited time.
Why This Pizza Is a Big Deal for Imo’s
It’s a clear signal that Imo’s is willing to evolve without abandoning what made it iconic in the first place.
For decades, placing pepperoni beneath the cheese wasn’t just tradition, it was part of the brand’s identity. The Honey Trap marks the first time Imo’s has intentionally reversed that technique. Putting the pepperoni on top allows it to crisp and cup, tapping directly into one of the biggest pizza trends in the country right now.
According to the brand, both cupping pepperoni and hot honey are tracking as +400% fastest-growing pizza ingredients, making this release feel less like a gimmick and more like a calculated move.
A First-of-Its-Kind National Collaboration
The Honey Trap Pizza also represents a milestone moment for Imo’s. This is the brand’s first collaboration with a large national partner, teaming up with Mike’s Hot Honey, widely known as the #1 hot honey brand in the U.S.
Mike’s Hot Honey has become a staple drizzle at pizzerias nationwide, prized for its balance of sweetness and heat rather than overwhelming spice. Pairing it with Imo’s Provel-based pizza creates a contrast that feels modern while still grounded in St. Louis tradition.
Built With Gen Z in Mind
While longtime Imo’s fans will recognize the base immediately, the Honey Trap is clearly designed to appeal to a younger audience. Heat-balanced flavors, premium toppings, and visual appeal all play well with Gen Z diners, who are driving demand for bolder, trend-forward pizza options.
Imo’s President and CEO Dutch Guidici summed it up clearly: this pizza is new, fun, and intentionally temporary. The goal is to spark excitement, not replace the classics.
Staying Local While Thinking Bigger
Imo’s has always been proudly St. Louis–rooted, and that hasn’t changed. What has changed is the brand’s willingness to compete in the same conversation as national pizza chains by embracing trends consumers actively seek out.
The Honey Trap Pizza shows that Imo’s doesn’t have to abandon its identity to stay relevant. Instead, it’s proving it can selectively bend the rules, experiment with modern flavors, and still deliver something that feels unmistakably local.
