McDonald's Corporation: Arch Deluxe campaign

Robert Schnakenberg

From the 1950s to the 1990s, McDonald's USA stood largely unrivaled as the preeminent American purveyor of fast-food hamburgers.

McDonald's Corporation: Arch Deluxe campaign

Robert Schnakenberg

Overview

From the 1950s to the 1990s, McDonald's USA stood largely unrivaled as the preeminent American purveyor of fast-food hamburgers. Not that it had not faced its share of challenges, however. 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" burger sandwich in which the Oak Brook, Illinois, company invested millions of development and marketing dollars.

Previous attempts to fashion a burger option for harried adult consumers had crashed...

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