Shake Shack rolls out pimento cheese-inspired menu
Shake Shack’s latest limited-time-offer lineup is inspired by a Southern staple, pimento cheese.
“greater visibility and time to optimize our go-to-market planning and training, which leads to operational excellence and consistency at launch.”
The spread is typically sharp cheddar cheese mixed with mayonnaise and diced pimentos, but Shake Shack swapped out the mayonnaise for its signature ShackSauce and pimentos for chopped cherry peppers.
The Clubhouse Pimento Cheese Burger is a quarter-pound patty topped with a spread of sharp cheddar mixed with cherry peppers along with ShackSauce, lettuce, and tomato on the chain’s signature toasted potato bun.
The Clubhouse Pimento Cheese Chicken Sandwich is made with breaded and fried chicken breast, the same spread, lettuce, pickles, and ShackSauce on a toasted potato bun.
Both are priced at $9.99.
To promote the LTOs, the New York City-based fast-casual chain is offering a buy one, get one offer from April 9 through 12. Customers can order via the app, website, or at kiosks in the restaurants and enter the code PIMENTO to get a free burger or chicken sandwich.
Additionally, guests can buy a side of the spread in-restaurant only for $1.99.
"Pimento cheese is a deeply rooted Southern staple that deserves a spot on the national stage,” Shake Shack’s executive chef and vice president of culinary innovation, John Karangis, said in a statement. “We took inspiration from traditional clubhouse recipes and gave it a signature Shake Shack twist using our premium ingredients. The result is a bold, craveable menu that honors its cultural roots. We’re excited to deliver that high-quality, nostalgic experience to every guest.”
The new LTOs are part of a 12-to-18 month innovation calendar that chief executive officer Rob Lynch discussed during the chain’s quarterly earnings call in February.
He said it has implemented a stage-gate framework to make sure all menu innovation meets three criteria: “gold-standard” innovation and quality, resonance with guests, and operational ease.
He said the longer lead time gives the chain “greater visibility and time to optimize our go-to-market planning and training, which leads to operational excellence and consistency at launch.”
So far this year Shake Shack’s menu innovation had been limited to adding sauced fried chicken bites when it brought back its Korean-inspired menu in January. It also repackaged some existing items into a low-carbohydrate, high-protein Good Fit Menu at the beginning of the year.
There are more than 660 Shake Shack restaurants globally.
