Arch Deluxe was the name of McDonald’s premium burger introduced in 1996.
McDonald’s developed the Arch Deluxe to appeal to adults seeking a more upscale fast-food product. The burger was marketed with a distinctive bun and an emphasis on ingredients and presentation that differed from the company’s traditional family-oriented image.
The launch was supported by a large advertising campaign, but the product did not achieve the expected level of popularity. Its failure became a frequently cited example of the difficulty of changing a well-established brand’s image through a single menu line.
The Arch Deluxe is sometimes confused with later premium burgers sold under different names. Its defining historical detail is the 1996 launch and its attempt to make McDonald’s seem more sophisticated to adult customers.