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We are

iMi Agency Inc Logo

Simply put, we are Building Better Beverage Business™
Better yet, we are your creative partners

And, if you must know, we have a mild obsession with business card cut-outs

Next up design


Good menu design is at the core of every great restaurant and bar. A well-designed menu ushers the guest in a desired direction while allowing them to believe it was their decision all along. It walks the line of familiarity and exploration, but like all good short stories, it should offer a sense of accomplishment when complete. This is the thought process we evoke when designing menus.

More on how we design
Next up manage


For 24 years we have kept the same value: Manage in the best interests of the client. This holds true with our open accounting policy, our decision not to accept placement fees and our reputation in the industry. We offer recommendations with the care and responsibility you would expect from a company that specializes in alcoholic beverages. We expect the same from our clients, their management and the bartenders and wait staffs who serve these products.

More on how we manage


  1. André Balazs | Standard Hotels
  2. Four Seasons Hotels and Resorts
  3. Hilton Worldwide Hotels & Resorts
  4. InterContinental Hotels Group
  5. Interstate Hotels & Resorts
  6. Kimpton Hotels & Restaurants
  7. Marriott Hotels & Resorts
  8. Morgans Hotel Group
  9. Norwegian Cruise Line
  10. Sage Hospitality
  11. Starwood Hotels and Resorts
  12. The Ritz-Carlton


  1. Applebee’s International
  2. Buca di Beppo | Earl Enterprises
  3. Carrabba’s Italian Grill
  4. China Grill Management
  5. Darden Restaurants
  6. Gibsons Restaurant Group
  7. House of Blues
  8. Lettuce Entertain You
  9. Mastro’s Restaurants | Landry’s
  10. Morton’s The Steakhouse | Landry’s
  11. P.F. Chang’s
  12. Patina Restaurant Group
  13. Ted’s Montana Grill
  14. The One Group


  1. Aramark
  2. Centerplate
  3. Delaware North Companies
  4. Sodexo
Next up create


Creative ideas are the result of consistently exercising the imagination. We create promotions that are in line with the brand but speak to the guest. Whether it’s a value proposition, a new offering or a featured favorite, the goal is to offer a unique experience that drives sales. Being creative isn’t something we offer, it’s in everything we do.

More on how we create

If you’re looking for DIY projects, search the internet for “creative ideas”, but if you’re looking for innovative ways to solve real business problems, you’re not going to find them on Google. Our best ideas come from group collaboration. We approach challenges with an ABZ method. We discuss ideas on both sides of the spectrum, simple and clear (A) and bold and risky (Z). The solution usually lands near (B). Let our seasoned professionals do the heavy brain work.

Carrabba’s Uncorked was born out of an idea to demystify wine for the guest. When wine is stripped of its most traditional austere, complexity and fancy fluff (official CU term) we are left with the basic primary and secondary flavors that people can identify. The wine wheel we all remember was reimagined, but more importantly, it was redesigned. The guest is presented with this handheld tool along with the menu when they are seated in the dining room. An interesting phenomenon happens when you arm a guest with the right mix of education and entertainment; the conversation of wine becomes more approachable.

Next up automate


Hospitality technology, when used effectively, can be the difference between staying ahead of the curve and constantly playing catch up. We believe innovation must save time, provide better results or cost less than the alternative. Outside of bar and restaurant operations, there are a plethora of systems that can help automate the backend processes that feed the machine. From menu management and promotion execution to local hospitality laws and interactive learning initiatives, we have quite a collection of shiny bar tools.

More on how we automate

Web-based Menu Management Solution - iManageMENU

This web-based menu management application is designed to create complex menus and other promotional materials while maintaining brand specs and mandates. It contains a custom library of menu items as well as a global list of beer, wines and spirits. Menus are created using Adobe InDesign, the most popular desktop publishing application on the market.

iManageMENU > Concessions

Hundreds of stadiums, arenas, concert halls and music venues depend on iManageMENU > Concessions every season. Game Day menus are automatically created from approved versions of Pre-Order menus to increase efficiency. iManageMENU is even compatible with most online ordering systems, so the price on the menu matches the price the guest pays when ordering.

Casual Dining Communication Platform - iManagePROMO

This application is designed specifically for large casual dining operations that need a communication platform to execute promotions. It can handle various concurrent promotions with large franchise groups. It manages all levels of users from bartenders and servers up to general managers and regionals. It has a rich feature set composed of Promo Details, Discussion Boards, Brand Education, Featured Drinks and Prize Details.

The most advanced feature of the iManagePROMO application is the Leaderboard. A highly customizable stat tracking playground that is designed to display detailed sales data. Information can be shared across multiple groups or closed to individual users. The Leaderboard commands the most attention from users who are anxious to win sales contests. It is a great motivator as the weeks of a promotion progress, so does the excitement levels.

iManagePROMO has the ability to become the backbone of the beverage program and a key tool to manage corporate and optional promotions.

It’s not training – It’s learning

There are three aspects of hospitality education that are essential – engaging content, cross platform unification and the ability to track and manage the process. Each client has their own set of operational and technical challenges. iManageEDUCATION is able to adapt to the environment and still provide a profound experience.

Mobile learning has emerged as a viable solution for training a younger and more diverse workforce. More organizations are considering the benefits of training on the go. Whether it’s a BYOD environment (bring your own device), or devices are provided, IMI has the tools to manage this solution.

iManageEDUCATION > iPad Version

IMI has partnered with a cross-platform LMS and Apple to provide the most engaging and interactive learning system in the industry. iPads are not just about a portable screen, they provide users the ability to engage with the content and make learning enjoyable.

Next up mix


The art of mixology is not just about creating a well-balanced drink. It’s about marrying a cocktail with an establishment in such a way that it was meant to be. It’s in the name, the ingredients, the sensory description and the execution. We strive to create cocktails that outlive their fads and define their bar.

More on how we mix

IMI created a signature cocktail for NBC’s “TODAY Throws a Wedding” reception. The drink was in support of The Plaza’s 100-Mile Menu. The signature drink was fittingly named the POMONA for the Roman goddess of abundance and orchards. A statue of POMONA adorns the fountain outside The Plaza’s main entrance.

According to Kerry Hassen, senior manager of corporate communication and public relations for Delaware North Companies, “We were thrilled by the amount of interest created for the Pomona. We knew going into this project that the ‘farm to glass’ concept was on the minds of many prominent caterers, but we had no idea how much of a positive response the drink would receive. Responses and inquiries from the media, including hosts at the Today Show, were also high. The Pomona is destined to become a fixture on The Plaza’s menu. Not only did we toast the wedding couple, but we toasted the entire local community by supporting local agriculture, the environment, and the economy.”

The Pomona Cocktail

  • 1 part American Fruits blackberry currant cordial
  • 1/2 part NYC rooftop honey
  • 3 parts Leib Family Cellars blanc de blancs

The Watermelon Margarita, crafted by IMI, has been on the LongHorn Steakhouse menu for 6 years strong. Made with an unusual combination of premium tequila and flavored vodka.

Don Julio® Blanco 100% Blue Agave tequila, Smirnoff® Watermelon Twist, Monin® Watermelon and all-natural sweet ‘n sour

Next up inspire


We understand from a competitive standpoint, that our employees can make the difference. Our goal is to inspire the client to take on new challenges by providing them with the necessary tools and resources. It’s about building a trusted relationship, providing the best service possible and adding value.

More on how we inspire
My most favorite experience
is when operators or suppliers come up to me and tell me how much they enjoy and appreciate working with the IMI team, it happens often and makes me feel proud to be part of the IMI family and the contributions we bring to our business and industryDon Billings   |   Founding Partner
My most favorite moment
is learning that a menu we have created is often stolen from the restaurantColleen Sisler   |   Production Manager - Creative Services
My most favorite moment
was cleaning up after the The Party in Aspen with a High School Dance theme and walking through a quiet hotel with Adam, Macayla, Kristen and Celeste as we were all dressed up in costume, (mine a blue leisure suit) carrying plants, and looking like the biggest group of weirdos. Just doing our job!Patrick McGinn   |   Account Manager
I most enjoy working
with clients in the hospitality channel. When you serve those, who themselves serve others; their appreciation for a job well done is truly humbling and rewardingCeleste Dinos   |   Vice President & Partner
My most favorite moment
is watching a restaurant guest interact with a menu or promotion that we helped create with the clientAdam Billings   |   Director, Technology & Innovation
My most favorite moment
is seeing an event that we help plan from conception to completion come to life and watching the guests enjoy themselvesKristen Araoz Gridley   |   Senior Account Manager
What I enjoy most
is the variety of people and companies we get to work with on a regular basis. Every day is different with new, and sometimes unexpected, challenges and opportunities arising out of conversations, brainstorming sessions and from contact with a variety of different peopleSherri Nadeau   |   Account Manager
Next up connect

executive team

  • Larry McGinnPresident
  • Don BillingsChairman & CEO
  • Sherry KingChief Financial Officer
  • Celeste DinosVice President of Operations
  • Adam BillingsDirector, Technology & Innovation

our team

  • Amanda MilesProject Manager
  • Anna GormanAccount Manager
  • Anne MartinAccount Manager
  • Bill McClureDirector of Beverage Category Management
  • Brandon WiseCorporate Director of Beverage
  • Cindy MullinsBookkeeper
  • Colleen SislerProduction Manager
  • Connie AllenAdministrative Coordinator
  • Hilary LeisterBeverage Project Coordinator
  • Jason LawrenceDirector of Account Management, Marriott International
  • Jason PageCreative Director
  • Jaclyn MitchumProject Manager
  • Lauren LaviolaExecutive Director, CORE
  • Lisa MooneyAdministrative Assistant
  • Liz ReesProject Coordinator, Flavors of Hilton
  • Mark GreenhalghAccount Manager
  • Mike RavenManaging Editor, in the Mix Media
  • Patrick McGinnSenior Account Manager
  • Rachel MorganInformation Technology Manager
  • Sarah HojnackiAccount Manager
  • Sarah WilburnProject Manager
  • Shannon N. BattistaAccount Manager
  • Sherri NadeauSenior Account Manager, Business Development
  • Tina NalazekSenior Accountant
  • Tonya RainsTraffic Manager


visit us

  • Atlanta

    1196 Buckhead Crossing
    Woodstock, GA 30189


    Map of the Chicago office
  • Chicago

    333 East Lake Street, Suite 135
    Bloomingdale, IL 60108


    Map of the Chicago office

drop us a line


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IMI Agency, 1196 Buckhead Crossing, Woodstock, GA 30189 © 2012 IMI Agency. All rights reserved.


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These Terms of Use are effective as of 11/5/2012

IMI Agency, 1196 Buckhead Crossing, Woodstock, GA 30189 © 2012 IMI Agency. All rights reserved.