Overhyped Products: Arch Deluxe

By Mike Schuster Sep 28, 2009 8:45 am

What's an "adult" burger, anyway?

The menu addition was unnecessary, the marketing strategy was ill-conceived, and above all, the burger wasn't tasty. McDonald's (MCD) brief fling with the Arch Deluxe burger is not only regarded as one of the more curious and pricey endeavors in the fast-food industry's history, but one of the most overhyped.

Interested in maintaining customer loyalty beyond the ball-pit demographic, McDonald's pursued efforts to appeal to a more mature crowd. Despite the insurmountable success the McDonald's brand had worldwide, company officials were intent on boosting revenue from a specific age group -- at the expense of younger customers.

McDonald's enlisted Executive Chef Andrew Selvaggio to concoct a recipe that would appeal to a more sophisticated palate. Already hinting at disaster, tweaking and perfecting the sandwich lasted two years -- including two months solely for the mustard ingredient. In the end -- unbeknownst to both Selvaggio and McDonald's brass -- they created a wholly undelectable combination.

Promotion for the product's launch began in 1996 and would eventually cost the company $150 to $200 million. Completely abandoning the "family friendly" tone of its ads in the past, McDonald's began a campaign that purposefully scorned the unrefined taste buds of kids, who were the company's top customers. Unfortunately, a multinational company like McDonald's didn't have the cachet to effectively pull off "ironic anti-advertising."

The original ads featured young children actually complaining of the Arch Deluxe's taste. After a quick bite, the little angels complained about the unusual taste -- even going so far as to use the word "yucky" -- and remarked, "I don't get it," and "I don't understand what the big deal is."

Neither did the general public.

Once word reached headquarters that consumers -- gasp! -- are wary of food items that anyone would find borderline inedible, the marketing department promptly switched directions.

The new line of ads consisted of Ronald McDonald engaging in grown-up activities. The painted face goon was shown playing a round of golf and dancing at a night club -- all set to a voiceover claiming that "McDonald's is about to get a little more adult." Showing an increasing lack of foresight, McDonald's ad executives failed to realize the horrific implications of what a clown would look like when he chooses to be "more adult." Witness John Wayne Gacy.

Ultimately, the Arch Deluxe's taste was what mattered and, much to the restaurant chain's dismay, reviews weren't spectacular. The medley of McDonald's standard burger ingredients with peppered bacon, Spanish onions, and a mustard-mayo blend failed to win over most customers -- let alone the children.

Aside from the unpopular taste, the Arch Deluxe sported a caloric level of 610 and a fat content of 32 grams, earning dour reviews from nutritional advocates like Michael F. Jacobson, executive director of the Center for Science in the Public Interest. On the group's official website, Jacobson said, "Obesity rates are soaring, yet McDonald's has come up with yet another strategy for stuffing more calories and fat into our meals."

The Arch Deluxe was eventually discontinued, though company officials refused to chalk it up to poor sales. But regardless of the bottom line, the franchise learned a valuable lesson: Never snub your number-one customers and never -- under any circumstances -- portray Ronald as a guy up for some "adult activities."