The Arch Deluxe was McDonald's short-lived premium burger introduced in 1996.
McDonald's marketed the Arch Deluxe toward adults, using a more upscale advertising style and a recipe that included a distinctive mustard-mayonnaise sauce. The campaign was designed to position the product differently from the chain's family-oriented advertising and traditional value-focused menu.
The burger is sometimes confused with the Big N' Tasty, another later McDonald's product, or with the McDLT, an earlier sandwich promoted for keeping its hot and cold ingredients separate. The Arch Deluxe is specifically associated with the 1996 attempt to create an adult-oriented premium identity.
The product became notable in branding history because its extensive advertising did not produce the expected success. Its failure is often cited as an example of how a large campaign cannot guarantee that a product's positioning will resonate with customers.