McDonald's launched the Arch Deluxe hamburger in the United States in 1996.
The Arch Deluxe was marketed as a more sophisticated hamburger for adults. Its campaign emphasized a quarter-pound beef patty, a potato-flavored bun, lettuce, tomato, onions, bacon, and a mustard-and-mayonnaise-style sauce. The product was part of McDonald's effort to broaden its image beyond the family and children's market.
The launch became famous for its unusually large advertising budget and adult-focused positioning. Despite the campaign, the Arch Deluxe failed to achieve the expected sales and was eventually discontinued. It is often remembered as a branding failure rather than simply a failed menu item because McDonald's tried to change how consumers viewed the entire restaurant experience.