Does anyone remember the Arch Deluxe? It was a fancy hamburger offered at McDonalds beginning in 1996. The company spent $200 million to promote it, and expected to rake in a billion dollars in return. Only they didn’t.
It wasn’t entirely unreasonable to expect miracles because on paper, the Arch Deluxe is one hell of a burger: crisp lettuce, mustard-mayo sauce, peppered bacon, tomato, and beef on a bakery-style potato roll. It was the creation of Andrew Selvaggio, a fine dining chef from Chicago’s legendary Pump Room. With all the talent and bona fides a McDonald’s head chef required and then some, Selvaggio spent months coming up with what he now describes as “something unique and different [to] set us apart from everybody. The Arch Deluxe was supposed to be the first entry into a better burger — premium burger — experience for McDonald’s.”
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