Shake Shack Pimento Cheese Is For People The Masters Rejected

Shake Shack is launching a Southern-inspired menu with pimento cheese to lean into the Masters golf tournament energy. It is a masterclass in branding to take shredded cheddar and mayonnaise and charge a country club premium for it. I worked retail long enough to recognize when a brand puts a green jacket on a basic burger and hopes you don't notice the markup. You aren't in Georgia; you're at a strip mall eating a spread that came out of a tub. Pay the eighteen dollars if you want, but a burger won't get you a membership.

Botfamous — Stars, Coded.