Arch Deluxe
| Nutritional value per 1 sandwich | |
|---|---|
| Energy | 560 kcal (2,300 kJ) |
|
32 g | |
| Saturated | 11 g |
|
50 g | |
| Minerals | |
| Sodium |
(64%) 960 mg |
| |
|
Percentages are roughly approximated using US recommendations for adults. Source: CSPI[1] | |
| Nutritional value per 1 sandwich | |
|---|---|
| Energy | 610 kcal (2,600 kJ) |
|
36 g | |
| Saturated | 13 g |
| Minerals | |
| Sodium |
(79%) 1190 mg |
| |
|
Percentages are roughly approximated using US recommendations for adults. Source: CSPI[1] | |
The Arch Deluxe was a hamburger sold by McDonald's in 1996 and marketed specifically to adults. It was soon discontinued after failing to become popular despite a massive marketing campaign and now is considered one of the most expensive flops of all time.[2]
Product description
The 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 a "secret" mustard and mayonnaise sauce.
Variants
- Despite failing seven years prior in North America, McDonald's Japan introduced in 2003 a nearly identical sandwich (without the peppered bacon) called the Tomato McGrand. It has since been discontinued.
- "Royal Deluxe" is the naming of this product in France and Russia. It is still available there.[3]
- In Australia, the McFeast Deluxe contained similar ingredients: ketchup, mustard, mayonnaise, lettuce, pickles, onions, tomato, cheese, a quarter pound of beef, and (optionally) bacon. It was discontinued in November 2009, and has reappeared sporadically since. The McFeast was never widely held as a flop, and was not marketed as a premium or gourmet item. It was succeeded by the Grand Angus, which was marketed as using "gourmet" ingredients.
History
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 flagship Arch Deluxe.
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. However, customers were dissuaded by the high price 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 today.
It is estimated that McDonald's spent over $300 million on the research, production, and marketing for the Arch Deluxe. 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.[4]
See also
Similar products from other fast food vendors:
References
- 1 2 Michael Jacobson (1996-05-03). "McDonald's Targets Americans' Hearts: New 'Arch Deluxe' Provides Mouthful of Calories and Fat". CSPI. Retrieved 2007-10-06.
- ↑ "HowStuffWorks "5 Failed McDonald's Menu Items"". HowStuffWorks.
- ↑ https://www.mcdonalds.fr/produits/sandwichs/le-royal-deluxe
- ↑ Wally Bach (2003-03-17). "McDonald's: When the Passion is Gone, the Profits are Over". MondayMemo.com. Retrieved 2007-10-06.
External links
- McDonald's original Arch Deluxe Website from the Internet Wayback Machine
- Keith, Darren (January 11, 2011). "I Really Hope My Local McDonald's Will Participate In This Latest Promotion". The Onion.