Shake Shack has recently introduced a new limited-time menu celebrating the culinary delights of the American South, specifically highlighting pimento cheese, often regarded as the “caviar of the South.” Launched on March 31, the menu features three offerings: the Clubhouse Pimento Cheese Burger, the Clubhouse Pimento Cheese Chicken Sandwich, and a Side of Pimento, available solely for in-store customers who order at the register.
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The flagship item, the Clubhouse Pimento Cheese Burger, showcases a quarter-pound patty made from 100% Angus beef. This burger is topped with a generous helping of pimento cheese spread, complemented by fresh lettuce, tomato, and Shake Shack’s signature ShackSauce, all encased in a toasted potato bun. The pimento cheese spread features a distinctively zesty flavour profile, bringing an edge to the charred beef.
Equally noteworthy is the Clubhouse Pimento Cheese Chicken Sandwich, which also incorporates the distinctive pimento cheese spread. Alongside this creamy topping, the sandwich includes shredded lettuce, pickles, and ShackSauce. Both the burger and the chicken sandwich are priced at £9.99. For those looking to augment their meal, the Side of Pimento is available for £1.99 and can be enjoyed alongside Chicken Bites, promoting a playful twist reminiscent of the popular ‘caviar and chicken nuggets’ pairing.
From April 9 to April 12, Shake Shack customers have the opportunity to take advantage of a limited buy one, get one free deal. By using the promotional code “PIMENTO” when placing an order through the Shack app, website, or directly in-store, patrons can enjoy an additional Pimento Cheese Burger or Chicken Sandwich at no extra cost.
Pimento cheese, a beloved Southern classic, typically consists of a creamy blend of cheddar cheese, mayonnaise, and pimento peppers. Shake Shack has added its unique twist, substituting traditional pimento peppers with chopped cherry peppers. This change aims to modernise the classic spread while still honouring its roots, especially during the illustrious Masters Tournament, an event that often incorporates pimento cheese into its culinary repertoire.
John Karangis, Shake Shack’s Executive Chef and Vice President of Culinary Innovation, explained how the inspiration for this menu stemmed from a successful trial last year at a food truck during the Masters. The drive to promote a nationwide rollout came from Shake Shack’s CEO Rob Lynch, who has a personal affinity for pimento cheese, particularly being based in Atlanta, a city with deep ties to the tradition.
In an effort to provide insights into the new offerings, a tasting of the Clubhouse Pimento Cheese menu was arranged. The Clubhouse Pimento Cheese Burger was met with positive reviews for its harmonious balance of textures and flavours. The spread’s tangy, creamy consistency contrasted pleasantly with the robust flavour of the Angus beef, with refreshing bursts from the accompanying lettuce and tomato.
However, opinions varied on the Clubhouse Pimento Cheese Chicken Sandwich. While the pimento cheese spread did add flavour, its effectiveness was somewhat diminished as the spread was found to be less prominent, possibly due to its tendency to spill out of the generously stacked sandwich. However, the chicken itself was deemed flavourful and crispy, pairing well with the crunch of the pickles and the freshness of the lettuce.
Moreover, the Chicken Bites, when paired with the Side of Pimento, appeared to be a hit, providing a delightful and customisable option for those wishing to indulge in a slightly more casual meal.
The New Clubhouse Pimento Cheese offerings, along with their BOGO promotion, will be available at Shake Shack locations across the United States for a limited time. However, customers should note that this special menu will not be accessible at locations situated within stadiums, racetracks, roadways, or airports.
As Shake Shack continues to expand its menu and experiment with new flavours, the introduction of the pimento cheese range is undoubtedly an exciting venture for both the brand and its customers. It provides an excellent opportunity for those unfamiliar with this Southern classic to discover a new favourite.