The Arch Deluxe advertising campaign took its name from McDonald's Arch Deluxe hamburger, introduced in 1996.
McDonald's positioned the Arch Deluxe as a more adult-oriented premium sandwich. Its branding emphasized a different audience from the child-focused imagery often associated with the company, and the advertising used the slogan “The burger with the grown-up taste.” The campaign became one of McDonald's most prominent attempts to market a burger around adult preferences.
The sandwich is often remembered because its advertising was unusually elaborate, not because it became a permanent core-menu success. It was discontinued in the United States after weak sales. The name itself combined “Arch,” a reference to McDonald's Golden Arches, with “Deluxe,” a word intended to signal a more upscale product.