While the line also encompassed chicken and fish offerings, its flagship burger was the Arch Deluxe. This used a beef patty with peppered bacon, lettuce, tomato, cheese, onions, ketchup ...

In an attempt to appeal to a more mature audience, a 1996 ad campaign for this adults-only burger showed children being disgusted by the sight of the Arch Deluxe. After receiving backlash ...

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 ...

In 1996 McDonald's responded to one such challenge (a sales slump, compounded by the perception that it needed to develop a dinnertime entreé in order to compete) with the Arch Deluxe, a "grown-up" ...

McDonald's spent an estimated $150 million to $200 million advertising the Arch Deluxe's rollout ... food chain's executives predicted that the burger would bring in $1 billion in sales in ...