The McDonald's Deluxe line was a series of sandwiches introduced in the early to mid 1990s and marketed by McDonald's with the intent of capturing the adult fast food consumer market, presented as a more sophisticated burger for adult tastes. [1] The sandwiches sold poorly and the entire line was discontinued on August 18, 2000. The Deluxe series was a marketing disaster and is now considered to be one of the most expensive flops in McDonald's history. [2] [3]
The line was first introduced in 1991 with the McLean Deluxe; the Arch Deluxe was introduced in May 1996 and the others on September 27, 1996. Except for the McLean Deluxe, all sandwiches were developed by McDonald's executive chef Andrew Selvaggio. [4] [5]
McDonald's budgeted at $100–150 million (USD) for the introduction of the line and contracted the Minneapolis-based ad firm of Fallon McElligott to oversee the roll out of the project. [6] The original advertising for these products took the form of children criticizing the new adult oriented sandwiches and Ronald McDonald doing more adult themed things, such as going dancing at a nightclub or playing golf. [1] [3] The firm went so far as to commission the Columbus, Ohio-based Fahlgren ad firm to create a complete set of music designed specifically for the radio ad campaigns. The new tunes were designed to appeal to an 18- to 34-year-old demographic. [7] Further ads were created by DDB Worldwide. [1]
In promotional materials for these products, all employed a similar logo that featured a different color in the background.
During this time period, the Crispy Chicken Deluxe and the Fish Filet Deluxe along with the Grilled Chicken Deluxe and the Arch Deluxe were sold only in Canada, the United States, and United States territories, while the McChicken and Filet-O-Fish continued to be sold in the rest of the world. However, by 1998, the Crispy Chicken Deluxe and Grilled Chicken Deluxe were renamed the "Crispy Chicken Sandwich" and "Chicken McGrill" respectively, while the Fish Filet Deluxe and Arch Deluxe sandwiches were being increasingly discontinued at more locations throughout 1998 and 1999, until the Fish Filet Deluxe and Arch Deluxe were finally taken off the menus on August 18, 2000.
All sandwiches were served on a bakery style roll and featured better quality ingredients, such as whole leaf lettuce and sliced tomatoes. [4]
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A hamburger, or simply burger, is a sandwich consisting of fillings—usually a patty of ground meat, typically beef—placed inside a sliced bun or bread roll. Hamburgers are often served with cheese, lettuce, tomato, onion, pickles, bacon, or chilis; condiments such as ketchup, mustard, mayonnaise, relish, or a "special sauce", often a variation of Thousand Island dressing; and are frequently placed on sesame seed buns. A hamburger patty topped with cheese is called a cheeseburger.
The Whopper is the signature hamburger and an associated product line sold by the international fast food restaurant chain Burger King and its Australian franchise Hungry Jack's. Introduced in 1957, the hamburger has undergone several reformulations, including changes to portion size and bread used. The hamburger is well known in the fast food industry, with Burger King advertising itself as "the Home of the Whopper" and naming its kiosk stores the BK Whopper Bar. In response to the Whopper, Burger King's competitors have developed similar products designed to compete against it.
The Arch Deluxe was a hamburger sold by the international fast food restaurant chain McDonald's in 1996 and marketed specifically to adults. Despite having the largest advertising and promotional budget in fast food history at the time, it was soon discontinued after failing to become popular. It is considered one of the most expensive product flops of all time.
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The McDonald's Premium line is a group of products introduced by McDonald's in the spring of 2003. It includes the company's larger chicken sandwiches, its salad line, and its coffee products. The sandwiches are targeted at various demographic markets, the grilled chicken sandwiches and salads are targeted at both the female and health-conscious demographic markets. The entire line is intended to bring in a larger, more affluent, adult audience seeking better quality products.
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