[Picture: The Arch Deluxe composition from an advertisement]
In response to the demographic trend of longer lifespans and an expanding older market, McDonald's made a conscious decision to attempt to market its food to a more adult audience. Rather than compromise its existing brand images, the company decided to create a new line of burgers with more sophisticated ingredients. It commissioned Executive Chef Andrew Selvaggio to create the Deluxe line of burgers including the Fish Fillet Deluxe, Grilled Chicken Deluxe, Crispy Chicken Deluxe and the flagship Arch Deluxe.
The Arch Deluxe was released in early 1996 in one of the most expensive advertising campaigns to that date. However, customers were turned off by the high price and unconventional ads, and consumer groups were upset by the higher caloric content. The brand was gradually discontinued, and is no longer found at McDonald's stores today.
Here is the McDonald's original Arch Deluxe Website from the Internet Wayback Machine: