McDonald’s 1990s upscale burger was called the Arch Deluxe.
McDonald’s introduced the Arch Deluxe in 1996 as part of an effort to appeal to adults seeking a more sophisticated fast-food product. Its marketing emphasized ingredients and taste rather than focusing primarily on the children and families traditionally central to McDonald’s advertising.
The burger was promoted with an unusually large and expensive advertising campaign. The company used the product to support a more adult-oriented brand image, including advertising that contrasted it with familiar child-focused McDonald’s themes.
The Arch Deluxe did not become a lasting core menu item and was eventually discontinued. Its history is important in branding because it shows how McDonald’s experimented with changing the audience and tone of its marketing, not merely with adding another sandwich.