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 released in May 1996 in one of the most expensive advertising campaigns to 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.
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.
Read more about this topic: Arch Deluxe
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