The year 2024 has not been particularly kind to the fast food industry. While many might expect excitement with new releases, it has been more of a mixed bag where consumers are increasingly opting for sit-down dining experiences over the drive-thru. This year’s fast food scene has seen plenty of conversations about rising costs, prompting many to search for value meals rather than indulgence products. Despite these trends, the annual Golden Bag Awards continue, shining light on the best of what fast food had to offer this year.
Throughout the year, fast food restaurants have tried various strategies to pull back the crowds. Some chains, well aware of the public’s changing tastes, sought to mix nostalgia with innovation, reintroducing fan-favorite menu items or crafting new flavors to intrigue patrons. The result of these efforts has led to the emergence of winners and surprises within the Golden Bag Awards.
Best New Burger: Shake Shack — Smoky Classic BBQ Burger
The distinction for Best New Burger goes to Shake Shack, with its Smoky Classic BBQ Burger. This standout is celebrated for its sheer indulgence — featuring American cheese, bacon, pickles, and fried onions atop a juicy patty, all slathered with BBQ sauce on a perfectly crafted bun. The combination creates not just flavor but also texture, producing crunchiness, smokiness, and umami richness. It’s one of those burgers you can't forget, making it well-deserving of the title, even if it was offered for just a limited time.
Best New Chicken Sandwich: Chick-fil-A — Maple Pepper Bacon Chicken Sandwich
Next up is Chick-fil-A’s Maple Pepper Bacon Chicken Sandwich, which snagged the Best New Chicken Sandwich award. While it isn't fried like many traditional options, this sandwich brings forth layers of flavor from its charred notes to the herbal hints complemented by crispy maple bacon. Observers noted its compelling depth of flavor, making it irresistible. This sandwich, unfortunately only available during the summer as a seasonal item, has left fans eagerly awaiting its return.
Best New Fried Chicken Order: KFC’s Original Recipe Tender Box
KFC has long been revered for its signature Original Recipe chicken, and now it applies this beloved flavor profile to its chicken tenders for the first time ever. The Original Recipe Tender Box is celebrated as the best fast food chicken tenders, with reviewers noting the tender, juicy chicken infused with all the signature herbs and spices. The meal doesn’t just stop at tenders — it includes KFC's delectable fries and biscuit, appealing to both aficionados of the brand and newcomers alike.
Best Celebrity Meal: Jack in the Box — Deadpool & Wolverine Sauced & Loaded Mini Chimi Bang Bangs
Jack in the Box brought humor and flavor together with the Deadpool and Wolverine meal, called Sauced & Loaded Mini Chimi Bang Bangs. Although the dish’s appearance might spark doubts, its flavors do not disappoint. This playful item showcases shredded chicken, corn, and black beans, all stuffed within deep-fried tortillas — it’s indulgent and adventurous, which is precisely what one would expect from its superhero namesakes!
Most Viral Fast Food: Crumbl Cookie
Though not strictly fast food, Crumbl Cookie earned the title of Most Viral Fast Food. Known for its consistently hitting social media trends, Crumbl has captivated audiences with its unique seasonal offerings. Even with major fast food brands playing it safe, Crumbl kept up the momentum of innovation, enticing more and more customers through its delicious sweet treats.
Biggest Swing and A Miss: Jack in the Box — Ice Cube’s Munchie Meal
On the downside, the Ice Cube’s Munchie Meal left much to be desired. Following the success of Snoop Dogg’s Munchie Meal, expectations were high, but the randomly assembled items failed to reflect any connection to Ice Cube himself. This meal featured processed sandwiches and uninspired sides, not living up to the legacy of its namesake, especially when compared to last year's offering.
Best Brand Collaboration: Hot Ones x Panda Express — Blazing Bourbon Chicken
Panda Express partnered with Hot Ones this year, resulting in the Blazing Bourbon Chicken dish. While not as fiery as expected, it still presented delightful flavors with its sweet and mildly spicy notes, perfectly paired with sautéed vegetables. Despite its modest heat, it was met with positive reviews, showcasing the magic good collaborations can produce.
Worst New Dessert: Starbucks — Summer-Berry Refresher
Starbucks took the hit for its Summer-Berry Refresher, which many deemed disappointing and overpriced. The drink was merely flavored water, lacking any distinguishing character. With the addition of peculiar edible bubbles, it created more confusion than satisfaction, culminating dissatisfied customer reactions.
Most Surprising New Menu Item: Jack in the Box — Smashed Jack
On the flip side, Jack in the Box astonished consumers with its Smashed Jack burger, which quickly gained popularity for its juicy beef and perfectly caramelized onions topped with delightful sauce. This burger became such a hit, it transitioned to the permanent menu — catering to fans craving its rich combination of flavors.
Best Overall Brand: Taco Bell
Finally, Taco Bell swooped up the Best Overall Brand award for its tireless efforts to keep their menu innovative and affordable. The brand maintained favor with consumers through new value menus and by bringing back nostalgic items, like the Meximelt. Their ability to engage with patrons amid the broader industry struggles speaks volumes about their dedication.
The fast food world may have encountered several hurdles this past year, yet certain franchises emerged higher, continuing to deliver delight — even if customer habits seem to shift. The winners of the 2024 Golden Bag Awards serve as shining examples of what’s still possible within the fast food universe.