McDonald’s premium burger line launched in the United States in 1996 was the Arch Deluxe.
The Arch Deluxe was designed as a more adult-oriented product, using a quarter-pound beef patty, a potato-flavored bun, lettuce, tomato, onions, cheese, bacon, and Arch Sauce. Its advertising deliberately tried to move McDonald’s beyond a child-focused image.
The product became known for an unusually large marketing campaign and high promotional spending. Despite that effort, sales did not meet expectations, and the Arch Deluxe was eventually discontinued in the United States.
It is often confused with other limited-time McDonald’s burgers, including the McDLT and Big N’ Tasty. Those products belonged to different periods and had different positioning, while the Arch Deluxe was specifically marketed as a premium, adult-focused burger.