Why was McDonald's Arch Deluxe burger a failure?

themonarch

In response to the demographic trend of longer lifespans and an expanding older market, McDonald's made a conscious decision to attempt to market its food to a more adult audience. Rather than compromise its existing brand images, the company decided to create a new line of burgers with more sophisticated ingredients. It commissioned Executive Chef Andrew Selvaggio to create the Deluxe line of burgers including the Fish Filet Deluxe, Grilled Chicken Deluxe, Crispy Chicken Deluxe and the flagship Arch Deluxe. The Arch Deluxe was released in early 1996 in one of the most expensive advertising campaigns to that date. However, customers were turned off by the high price and unconventional ads, and consumer groups were upset by the higher caloric content. The brand was gradually discontinued, and is no longer found at McDonald's stores today. Some sandwiches that were created as part of the Deluxe line were kept: The Grilled Chicken Deluxe was rebranded the Chicken McGrill, and the Crispy Chicken Deluxe became the Crispy Chicken. Both sandwiches led to the development of the current Premium Chicken sandwiches; the Classic is thus a direct continuation of the Deluxe chicken sandwich brands. The 50 percent-larger fish fillet patty is also now used on the regular Filet-O-Fish. It is estimated that McDonald's spent over $300 million on the research, production, and marketing for the Arch Deluxe. The company recently stated that some of its initial research into adult marketing was recycled in the recent development of its successful line of salad products. http://en.wikipedia.org/wiki/Arch_Deluxe Jan 20 08, 4:36 PM

satguru

Not that I eat there but I don't remember any of these in the UK Jan 20 08, 5:37 PM