The Arch Deluxe was McDonald's 1996 burger designed as a premium alternative to the Big Mac.
McDonald's marketed the Arch Deluxe toward adults and emphasized its quarter-pound beef patty, potato-flour bun, lettuce, tomato, onions, cheese, and mustard-and-mayonnaise-based sauce. The product was supported by a large advertising campaign intended to make McDonald's seem more sophisticated and less focused exclusively on children and families.
The launch became notable because the burger was expensive to promote but did not achieve the expected sales. McDonald's discontinued it in the United States after a relatively short run, although versions or related products appeared in some other markets.
The Arch Deluxe is often confused with the Big N' Tasty, another later McDonald's burger. The Arch Deluxe belongs specifically to the 1996 premium-burger campaign and is remembered as an important branding experiment.