McDonald’s 1996 premium burger was called the Arch Deluxe.
The Arch Deluxe was marketed as a more sophisticated menu item, with a quarter-pound beef patty, a potato-flour bun, lettuce, tomato, onions, and a mustard-and-mayonnaise sauce. McDonald’s positioned it toward adults rather than primarily toward children and families.
Its advertising campaign was unusually large and emphasized the burger’s supposedly grown-up appeal. Despite substantial promotion, the product did not become a lasting success and was eventually discontinued in most markets.
The Arch Deluxe is often confused with the Big N’ Tasty, another later McDonald’s burger. The Big N’ Tasty was introduced separately and was not the 1996 product at the center of the Arch Deluxe campaign.