McDonald's premium hamburger introduced in 1996 was called the Arch Deluxe.
The Arch Deluxe was designed to move McDonald's into the premium-burger segment and appeal more directly to adults. Its launch used an extensive advertising campaign that contrasted the product with child-oriented McDonald's imagery. The burger featured a quarter-pound beef patty and a signature mustard-and-mayonnaise sauce, along with toppings and a potato-style bun intended to support its upscale positioning.
The product became known for its unusually large promotional budget and its limited commercial success. McDonald's eventually discontinued the Arch Deluxe in the United States, making it a prominent example of a branding and product-positioning experiment rather than a permanent menu fixture.
Its name is sometimes mistaken for a general “deluxe” version of another McDonald's burger. The Arch Deluxe was a distinct branded product created specifically for the company's 1990s adult-oriented marketing push.