McDonald’s called its premium burger introduced in the United States in 1996 the Arch Deluxe.
The product was designed to attract adults with a more upscale positioning than McDonald’s traditional core menu. Its marketing emphasized ingredients and taste intended to appeal to a mature audience rather than focusing primarily on children or families.
The Arch Deluxe became known for one of the company’s largest and most expensive advertising campaigns. Commercials contrasted the burger with child-oriented McDonald’s imagery, presenting it as a product for grown-ups.
The burger did not achieve the expected success and was eventually discontinued. It is often confused with the Big N’ Tasty, another McDonald’s burger that followed later, or with the Quarter Pounder, which remained a core menu product. The Arch Deluxe is therefore important in branding history even though it was not a lasting menu item.