Arch Deluxe was McDonald's 1990s burger marketed as a more sophisticated alternative to the Big Mac.
McDonald's launched the Arch Deluxe in 1996 with advertising aimed at adults rather than children. The campaign emphasized a more mature taste and positioned the sandwich as an upscale addition to a menu strongly associated with family meals and youth marketing.
The product became notable for the scale of its promotion and for the difficulty of changing customer expectations about McDonald's. Its marketing often used the phrase “the burger with the grown-up taste,” but the product did not become a permanent national success.
The Arch Deluxe is frequently confused with later premium sandwiches such as the Big N' Tasty. Those products belonged to different menu campaigns and should not be treated as the same burger.