The Arch Deluxe was a massive undertaking for McDonald’s. This 1996 case study gives us a history of the company, a look at some attempts at premium burgers, and then drops us into the launch of the Arch Deluxe, what was supposed to be the launch of a new burger platform within McDonald’s targeting a more sophisticated customer.

It may no longer be on the menu, but it was an important moment in the constant evolution of McDonald’s.

In Other Hamburger News:

* The Decline of Fuddruckers… What Happened? on YouTube by Company Man (thanks Douglas for the tip!)

* McDonald’s launches nine-carat gold ring to celebrate King’s coronation

* The new burger king: The push for Wendy’s in Australia

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