Two American Favorites Square Off Over the South’s Most Sacred Sandwich Spread in a Masters Worthy Showdown

Augusta National has sold the same pimento cheese sandwich for a buck-fifty since 2002.

Now two of America's most beloved chains are fighting for the right to carry that tradition off the course.

Chick-fil-A and Shake Shack both came for the South's crown jewel – and only one of them can wear it.

How Chick-fil-A Made the Pimento Cheese Chicken Sandwich a Southern Tradition

Chick-fil-A didn't stumble into pimento cheese.

The Atlanta-based chain spent more than a year developing its Honey Pepper Pimento Chicken Sandwich – testing nearly 30 sandwich options before rolling it out nationally in August 2023.

The formula was deliberate: a classic Chick-fil-A filet, custom-made pimento cheese with sharp cheddar, green chiles, and red pimentos, pickled jalapeños for kick, and a drizzle of honey to balance it all on a toasted bun.

The response was overwhelming.

Chick-fil-A brought it back in fall 2024 with a new spicy version – because customers were already ordering it that way on their own.

The chain even started selling pimento cheese as a standalone side, available for dipping waffle fries or spreading on biscuits.

Shake Shack Launches Pimento Cheese Burger Just in Time for the Masters

Shake Shack didn't pick a random Tuesday to launch a pimento cheese sandwich.

The chain rolled out its Clubhouse Pimento Cheese Burger and Clubhouse Pimento Cheese Chicken Sandwich nationwide on March 31 – timed precisely to the 2026 Masters Tournament running April 6-12 in Augusta.

The Shake Shack version takes a different approach to the spread itself.

Executive chef John Karangis told Tasting Table his recipe was inspired by James Beard Award-winning chef Ashley Christensen's version – then he pulled the pimentos entirely, replacing them with chopped cherry peppers and ShackSauce for a sharper, creamier result.

The burger puts that spread on a quarter-pound Angus beef patty with lettuce, tomato, and ShackSauce on a toasted potato bun.

Both sandwiches run $9.99 – with a buy-one-get-one deal available April 9-12 using code PIMENTO through the Shake Shack app.

Bank of America upgraded Shake Shack's stock this week, specifically citing the new menu as evidence of the chain's continued innovation.

The Masters Pimento Cheese Sandwich That Has Cost $1.50 Since 2002

Neither chain invented pimento cheese.

The spread has been a Southern staple since the early 1900s – cheddar, mayonnaise, and pimento peppers blended into what generations of Southerners call the "caviar of the South."

Augusta National got hold of it in 1947, when a young couple named Hodges and Ola Herndon started selling homemade sandwiches at 25 cents a pop on the course.

Tournament leadership tasted one and asked them back the following year.

That humble kitchen operation grew into one of American sports' most beloved food traditions.

The Masters still sells that sandwich for $1.50 – unchanged since 2002, when Tiger Woods won his third Green Jacket.

Restaurant menu prices have climbed more than 30% since 2020.

Augusta National didn't move the needle.

Both Chick-fil-A and Shake Shack are borrowing from something that belongs to the South.

Two Different Philosophies, One Great Tradition

The matchup reveals how differently these two chains think.

Chick-fil-A stayed faithful to the original – real pimentos, custom cheese blend, traditional Southern flavors with a honey-and-jalapeño twist that respects the source material.

Shake Shack reimagined it – pulled the pimentos entirely, built its own version from scratch, and launched during the one week when the whole country is already thinking about Augusta.

Both approaches have earned serious defenders.

For the 11th straight year, Chick-fil-A topped the American Customer Satisfaction Index in 2025 – and its pimento cheese sandwich earned a devoted fall following from customers who called it worth waiting for.

Shake Shack drew strong critical praise ahead of its national launch, with Tasting Table calling the spread alone worthy of serious attention.

The South built pimento cheese. These two chains are competing to honor it best.

Which one earned the right? That answer belongs to you.

Sources:

• "Shake Shack Heads to the Clubhouse with New Pimento Cheese Menu," Shake Shack Official Blog, March 31, 2026.
• Brianna Griepentrog, "Review: Shake Shack's Masters-Inspired Clubhouse Pimento Cheese Menu Earns The Green Jacket," Tasting Table, March 31, 2026.
• "Why Shake Shack (SHAK) Stock Is Up Today," FinancialContent, March 31, 2026.
• "Chick-fil-A Introduces the Honey Pepper Pimento Chicken Sandwich," The National Provisioner, August 2023.
• "Chick-fil-A Adds a Spicy Honey Pepper Pimento Chicken Sandwich," Nation's Restaurant News, 2024.
• "Iconic Masters Pimento Cheese Stays at Same Price Once Again," ClutchPoints, April 2, 2025.