Which McDonald’s sandwich was marketed as a premium product in 1996?

The Arch Deluxe was marketed by McDonald’s as a premium sandwich in 1996.

McDonald’s positioned the Arch Deluxe toward adults, using a more upscale advertising style and describing it as a sophisticated alternative within the company’s menu. Its branding was designed to move beyond the chain’s strongest associations with children and family meals.

The product received a large promotional campaign, but it did not achieve the lasting success of the Big Mac or Quarter Pounder. Its history is therefore important in McDonald’s branding because it illustrates an attempt to change the audience and tone of the brand.

The Arch Deluxe is sometimes confused with a permanent flagship sandwich. Unlike the Big Mac, it became known mainly as a discontinued product and a notable example of a costly fast-food marketing campaign.