McDonald's called its 1996 premium burger the Arch Deluxe.
The Arch Deluxe was introduced as a more adult-oriented product, using marketing that contrasted it with McDonald's traditional focus on children and families. Its branding emphasized a more sophisticated taste and presentation.
The sandwich was promoted with a large advertising campaign and a name built around the Golden Arches. McDonald's positioned it against the growing appeal of premium or upscale fast-food burgers during the 1990s.
The Arch Deluxe is often confused with the Big N' Tasty, another McDonald's burger introduced later in the 1990s. Although both were part of the chain's efforts to broaden its burger range, they were different products with different names and launches.