The Arch Deluxe was McDonald's premium burger brand introduced in 1996.
McDonald's developed the Arch Deluxe to attract adults seeking a more upscale fast-food product. Its advertising emphasized a sophisticated taste and contrasted the sandwich with food marketed primarily toward children, making it one of the company's most ambitious branding campaigns of the 1990s.
The burger used a potato-flavored bun and was promoted as a distinctive adult-oriented offering. Despite substantial advertising investment, sales did not meet McDonald's expectations, and the Arch Deluxe was eventually discontinued in most markets.
The name is easy to confuse with other McDonald's products because it combines the company's signature “Arch” identity with a premium-sounding descriptor. It was not the same product as the Big Mac, Quarter Pounder, or later Big N' Tasty.