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McDonald's new big burger is called the Big Arch. Branding experts say the name makes it sound superior to its rivals.
It launched the Arch Deluxe in 1996, and the product flopped. The burger, intended to appeal to more sophisticated and "adult," used a mustard-mayo Arch Sauce, which the brand appeared to bring ...
Warc12mon
McDonald's Corporation: Arch Deluxe campaign
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" ...
Business Insider India6y
McDonald's is bringing back one of its most expensive failures - but there's a catch
Arch Sauce is a mustard-mayo combination that McDonald's debuted as a topping for the Arch Deluxe - a sandwich aimed at more sophisticated and "adult" customers - that debuted in 1996. McDonald's ...