What was the name of McDonald's 1990s premium burger brand aimed at adults?

Arch Deluxe was McDonald's 1990s premium burger brand aimed at adults.

McDonald's introduced the Arch Deluxe in 1996 as an effort to attract adults with a more upscale burger proposition. Its marketing emphasized ingredients and presentation intended to distinguish it from the chain's more familiar core offerings. The product was supported by a large advertising campaign and became one of McDonald's most notable branding experiments.

The Arch Deluxe is often remembered because the campaign openly tried to move beyond McDonald's traditional family-focused image. The advertisements contrasted the product with children's tastes and presented it as a sophisticated choice for grown-ups.

The burger did not become a permanent core menu item. It is also distinct from the McDLT, an earlier burger marketed around keeping hot and cold ingredients separate, and from the later Big N' Tasty. Those products belong to different periods and campaigns.