The McDonald's burger launched in 1996 as a premium choice for adult customers was the Arch Deluxe.
McDonald's developed the Arch Deluxe to appeal to adults who might view the chain as primarily a destination for children and families. Its recipe used a quarter-pound beef patty, a potato-flavored bun, lettuce, tomato, cheese, onions, ketchup, and a mustard-and-mayonnaise-based sauce. The product was supported by a major advertising campaign emphasizing sophisticated tastes.
The Arch Deluxe became one of McDonald's most prominent product launches of the 1990s, but sales did not meet the company's expectations. It was subsequently withdrawn from most markets. Its name is sometimes confused with later “deluxe” burgers, but the Arch Deluxe was a distinct product and a notable example of McDonald's attempt to broaden its brand positioning beyond fast-food staples.