The Arch Deluxe was a hamburger sold by the international fast food restaurant chain McDonald's in 1996 and marketed specifically to adults. Despite having the largest advertising and promotional budget in fast food history at the time,[2] it was soon discontinued after failing to become popular. It is considered one of the most expensive product flops of all time.[3]
In response to the demographic trend of longer lifespans and an expanding older market, and to its child-centered image, McDonald's made a conscious decision to attempt to market its food to a more adult audience. Rather than change its existing menu items or marketing strategy, the company decided to create a new line of sandwiches with what would hopefully be perceived as more sophisticated ingredients. It 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 flagshipArch Deluxe.[citation needed]
The Arch Deluxe was first tested as a "Taste of the Month" burger in October 1995 at McDonald's restaurants in Canada. Afterwards, the Arch Deluxe was officially released in May 1996 in one of the most expensive advertising campaigns to date. Customers were dissuaded, however, by the high price, which ranged from US$2.09 up to US$2.49 (equivalent to $5 in 2022),[5] and unconventional ads, and consumer groups were upset by the higher caloric content. The brand was still sold at select restaurants during 1998 and 1999. On August 18, 2000, the Arch Deluxe was finally discontinued, and is no longer found at McDonald's stores.[4]
McDonald's is estimated to have spent over US$300 million (equivalent to $560 million in 2022) on the research, production, and marketing for the Arch Deluxe.[6] The company stated in 2003 that some of its initial research into adult marketing was recycled in the development of its successful line of salads.[7]
arch, deluxe, hamburger, sold, international, fast, food, restaurant, chain, mcdonald, 1996, marketed, specifically, adults, despite, having, largest, advertising, promotional, budget, fast, food, history, time, soon, discontinued, after, failing, become, popu. The Arch Deluxe was a hamburger sold by the international fast food restaurant chain McDonald s in 1996 and marketed specifically to adults Despite having the largest advertising and promotional budget in fast food history at the time 2 it was soon discontinued after failing to become popular It is considered one of the most expensive product flops of all time 3 Arch deluxe LogoNutritional value per 1 sandwichEnergy560 kcal 2 300 kJ Fat32 gSaturated11 gProtein50 gMineralsQuantity DV Sodium64 960 mgUnits mg micrograms mg milligrams IU International units Percentages are roughly approximated using US recommendations for adults Source CSPI 1 Contents 1 Product description 2 History 3 See also 4 References 5 Bibliography 6 External linksProduct description The Arch Deluxe composition from an advertisementThe Arch Deluxe was a quarter pound of beef on a split top potato flour sesame seed bun topped with a circular piece of peppered bacon leaf lettuce tomato American cheese onions ketchup and Dijonnaise a portmanteau of Dijon mustard and mayonnaise sauce 4 HistoryIn response to the demographic trend of longer lifespans and an expanding older market and to its child centered image McDonald s made a conscious decision to attempt to market its food to a more adult audience Rather than change its existing menu items or marketing strategy the company decided to create a new line of sandwiches with what would hopefully be perceived as more sophisticated ingredients It 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 citation needed The Arch Deluxe was first tested as a Taste of the Month burger in October 1995 at McDonald s restaurants in Canada Afterwards the Arch Deluxe was officially released in May 1996 in one of the most expensive advertising campaigns to date Customers were dissuaded however by the high price which ranged from US 2 09 up to US 2 49 equivalent to 5 in 2022 5 and unconventional ads and consumer groups were upset by the higher caloric content The brand was still sold at select restaurants during 1998 and 1999 On August 18 2000 the Arch Deluxe was finally discontinued and is no longer found at McDonald s stores 4 McDonald s is estimated to have spent over US 300 million equivalent to 560 million in 2022 on the research production and marketing for the Arch Deluxe 6 The company stated in 2003 that some of its initial research into adult marketing was recycled in the development of its successful line of salads 7 See also Food portal 1990s portalMcDonald s Deluxe line McDonald s products List of defunct consumer brandsCriticized fast food products McAfrikaSimilar products from other fast food vendors Burger King products BK Crown Jewels line TenderCrisp sandwichReferences Cronin Jeff May 3 1996 McDonald s Targets Americans Hearts CSPI Retrieved October 6 2007 Collins Glenn 19 September 1996 Chief of McDonald s Defends Arch Deluxe to Franchisees The New York Times Retrieved 5 June 2023 Taylor Kate January 3 2018 McDonald s is bringing back one of its most expensive failures with one major difference Business Insider a b McGrath Jane 5 Failed McDonald s Menu Items HowStuffWorks Retrieved May 28 2018 Glass Jeremy 2021 07 23 The Arch Deluxe Was a Hell of a Burger It Was Also McDonald s Most Expensive Flop Eater Retrieved 2023 01 07 Grant Charley November 15 2019 There Isn t Enough Special Sauce to Win the Burger Wars The Wall Street Journal subscription required Bock Wally March 17 2003 McDonald s When the Passion is Gone the Profits are Over MondayMemo com Archived from the original on April 24 2003 Retrieved October 6 2007 BibliographyKeith Darren January 11 2011 I Really Hope My Local McDonald s Will Participate In This Latest Promotion The Onion External linksMcDonald s original Arch Deluxe Website from the Internet Wayback Machine Retrieved from https en wikipedia org w index php title Arch Deluxe amp oldid 1164482571, wikipedia, wiki, book, books, library,
