“It was sort of hard working on a product so long and [to] see it not go anywhere.” — chef Andrew Selvaggio on the Arch Deluxe
. In addition to its marketing failure, the sandwich struggled to gain support and enthusiasm from McDonald’s franchisees. “It was a new burger that required a new sauce, new buns, new lettuce, seasoning,” says Selvaggio. In the end, they weren’t seeing the return on investment needed to justify the specialty burger. From 1998 to 1999, McDonald’s kept the Arch Deluxe on the menu at select McDonald’s stores before removing it completely on August 18, 2000.
The Arch Deluxe was not without its fans; McDonald’s even tested a revamped version of it, dubbed the Archburger, at a cheaper price point in 2018, though it didn’t stick beyond that. When Selvaggio rewatches old Arch Deluxe commercials — many of which he’s featured in — online, he finds himselfYou should see some of the comments. Everything from, ‘I really missed this burger’ to ‘this guy probably is just like Jared Fogle.
Trends are currently geared more toward nostalgia, and reminding consumers what it was like to be a kid rather than highlighting the increasingly limited perks of adulthood . Lauded chefs like David Chang are not only less scornful of fast food, but go as far as to celebrate it. But at least one thing is consistent between now and then: The type of person in search of a more sophisticated, elite burger experience probably doesn’t look to McDonald’s.
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