McDonald's called its 1996 premium burger campaign and product line the Arch Deluxe.
The Arch Deluxe was designed to appeal to adults rather than focusing primarily on children. Its branding emphasized a more sophisticated hamburger, with ingredients and advertising positioned as a premium alternative within the McDonald's menu.
McDonald's invested heavily in advertising for the launch, making the Arch Deluxe one of the company's most visible branding experiments of the 1990s. The campaign used humor to contrast the burger's adult positioning with the company's familiar family image.
The product is often confused with later premium burgers, including the Big N' Tasty. Those were separate menu launches. The Arch Deluxe name specifically belongs to the 1996 product and campaign.