The Arch Deluxe was the McDonald's burger brand launched in 1996 as an upscale alternative.
McDonald's positioned the Arch Deluxe toward adults rather than primarily toward children. Its campaign emphasized a more sophisticated taste and presentation, distinguishing it from the chain's established family-oriented image and from its most famous standard burgers.
The launch became known for an extensive advertising campaign and for the product's relatively high development and marketing costs. Despite that investment, the Arch Deluxe did not achieve the sales success McDonald's expected and was eventually discontinued in the United States.
The Arch Deluxe is often mixed up with other McDonald's limited-time burgers, including the Big N' Tasty. Its branding history is notable because it represented an attempt to broaden the chain's appeal through a more adult-focused product identity.