McDonald’s called its 1996 premium burger the Arch Deluxe.
The Arch Deluxe was designed as a more upscale menu and branding initiative. McDonald’s marketed it toward adults, using a distinctive recipe and advertising that tried to separate the product from the company’s strongly family-oriented image.
The name referenced the Golden Arches while adding “Deluxe” to signal a higher-end position. The campaign received substantial attention, but the product did not become a lasting core menu item and was eventually discontinued in many markets.
The Arch Deluxe is sometimes confused with the Big N’ Tasty or with ordinary burgers sold with deluxe toppings. Those products belong to different menu initiatives. The Arch Deluxe is specifically associated with McDonald’s mid-1990s attempt to create a premium adult-focused brand extension.