What was the name of McDonald’s premium burger launched in 1996?

The Arch Deluxe was McDonald’s premium burger launched in 1996.

McDonald’s marketed the Arch Deluxe as a more sophisticated menu item aimed particularly at adults. Its branding, advertising, and presentation were deliberately different from the chain’s more traditional family-focused products. The campaign became one of the company’s most expensive product launches at the time.

The burger used a quarter-pound beef patty and was promoted with ingredients and messaging intended to suggest a more adult taste. Despite the marketing investment, sales did not meet expectations, and the Arch Deluxe was eventually discontinued.

It is often confused with the later Big N’ Tasty, which was another McDonald’s burger but not the product launched in 1996. The name “Arch Deluxe” directly connected the product to the company’s Golden Arches identity.