McDonald’s named its 1990s upscale burger the Arch Deluxe.
The product was introduced in 1996 as an attempt to attract adults with a more sophisticated burger positioned above the chain’s traditional core offerings. Its marketing emphasized ingredients and taste aimed at grown-up customers rather than children.
The Arch Deluxe campaign became famous for its large promotional investment and its effort to reposition McDonald’s within the fast-food market. Despite the attention, the product did not become a lasting menu success and was eventually discontinued.
The name is sometimes confused with the Big Mac because both use “Mac” or arch-related branding associations. They were separate products: the Big Mac was an established signature sandwich, while the Arch Deluxe was a 1990s premium-oriented experiment.