The '90s were wild. It was a time when frosted tips, Tamagotchis, and McDonald’s attempt at fine dining coexisted. In an era dominated by oversized jeans and boy bands, the brand experienced one of its biggest (and priciest) marketing flops when it sought to create a burger that would appeal to more sophisticated consumers.
The burger, known as the Arch Deluxe, was a bizarre creation marketed as an upscale burger for adults, and was even promoted with its own bottle of booze, dubbed the Deluxe Line Wine. And what's more grown-up than pairing your burger with a glass of wine? McDonald's — always keen to think outside the (Happy Meal) box — decided to go big or go home with this one.
A Burger Before Its Time?
In 1996, McDonald's tasked head chef Andrew Selvaggio with creating a burger that was "unique and different to set [the brand] apart from everybody," Eater reports. According to Selvaggio, the Arch Deluxe was "supposed to be the first entry into a better burger — premium burger — experience for McDonald’s.” The burger featured a quarter pound of beef, peppered bacon, lettuce, tomato, cheese, onions, and a "secret" mustard-mayo sauce, as described on a McDonald's fandom page.
The $200 Million Mistake
The company spent upwards of $200 million on advertising for its new Arch Deluxe line, complete with a swanky launch at the Ritz Carlton in Chicago. During the event, attendees were also treated to pours of a promotional (and low-alcohol) Deluxe Line Wine. Amid all the glamour and gourmet ambitions, one patron thought it would be a good idea to hang onto a bottle and save it for posterity.
According to a recent Instagram post from Consumer Time Capsule, the user "recently acquired" the commemorative bottle for an unknown amount — and people could be seen having a field day in the comment section. "Looking a little brown in there," one user jokingly writes, while another says, "I’ve heard ‘96 was an excellent year for McWine."
Related: 18 Discontinued McDonald's Menu Items That Most People Won't Remember
Why Did It Flop?
- Confusing Brand Identity: McDonald's had spent decades building a family-friendly image. Trying to pivot to an upscale market confused customers.
- Pricing Problem: The burger was more expensive than a Big Mac, but not premium enough to justify the cost.
- Marketing Misfire: Instead of making the burger aspirational, the ads made it seem exclusive in a way that pushed away loyal customers.
The Legacy of the Arch Deluxe
By the late 1990s, the Arch Deluxe was pulled from menus. Despite its failure, it remains one of the most infamous fast-food experiments ever attempted. Interestingly, McDonald's has flirted with reviving the concept, testing similar premium burgers in limited markets.
Would a modern version of the Arch Deluxe succeed today? With today's shift toward gourmet fast food, it's possible. But back in the 90s, it was a lesson in what no to do when rebranding a fast-food empire.
Though the Arch Deluxe has long been retired, and any remaining Deluxe Line wine bottles are likely gathering dust on some collector's shelf, we love reminiscing of a time when fast food brands tried to wine and dine us. So, here's to the Arch Deluxe — you may not have won the hearts (or taste buds) of many, but you sure did leave us with some cool memorabilia.
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