What name did McDonald’s give its 1996 premium burger line?

McDonald’s named its 1996 premium burger line the Arch Deluxe.

The Arch Deluxe was marketed as a more sophisticated hamburger for adults. Its advertising emphasized an upgraded recipe and a distinctive brand personality intended to move McDonald’s beyond its traditional family and value-focused image.

The product was introduced during a major effort to create premium menu items. Despite substantial advertising and a large launch, the Arch Deluxe did not achieve lasting popularity and was later discontinued in the United States.

It is often confused with Big N’ Tasty, another McDonald’s burger introduced in the 1990s. The Big N’ Tasty became a separate menu name, while Arch Deluxe was the premium adult-oriented branding concept launched in 1996.