McDonald's called its 1996 premium burger the Arch Deluxe.
The Arch Deluxe was introduced as an attempt to attract adults seeking a more upscale hamburger option. Its marketing emphasized a distinctive recipe and a more sophisticated image than McDonald's traditional family-oriented advertising, including the slogan “Burger with the grown-up taste.”
The product received a major promotional campaign, but sales did not meet McDonald's expectations. It was eventually discontinued in many markets, making it a notable example of a branding effort that attracted attention without becoming a lasting core product.
The Arch Deluxe is sometimes confused with the Big N' Tasty, another later McDonald's hamburger. The names, recipes, and marketing campaigns were separate. The Arch Deluxe is specifically associated with the 1996 premium-positioning experiment.