Which phrase was used in McDonald's 1996 advertising to describe the Arch Deluxe?

McDonald's described the Arch Deluxe in 1996 advertising as “The burger with the grown-up taste.”

The phrase expressed the central strategy behind the product: McDonald's wanted to present a hamburger designed for adults rather than primarily for children. The campaign used sophisticated visual styling and humor to distinguish the Arch Deluxe from familiar McDonald's menu items and to justify its premium positioning.

The wording is easy to confuse with broader McDonald's slogans because the company has used many short, taste-focused advertising lines. This phrase was specifically associated with the Arch Deluxe campaign. The sandwich itself did not become a lasting menu staple, but its branding remains a notable example of McDonald's attempt to reposition part of its menu for an older audience.