The Arch Deluxe was a hamburger created and marketed by McDonald’s with the intent of capturing the adult fast food consumer market, presented as a more sophisticated burger for an adult palate. It failed to catch on and is seen as one of the most expensive flops of all time.
In response to the demographic trend of longer lifespans and an expanding older market, McDonald’s made a conscious decision to attempt to market their food to a more adult audience. Rather than compromise their existing brand images, they decided to create a new line of burgers with more sophisticated ingredients. They commissioned Executive Chef Andrew Selvaggio to create the Deluxe line of burgers including the Fish Filet Deluxe, Grilled Chicken Deluxe, Crispy Chicken Deluxe and the flagship Arch Deluxe.