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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 ...
McDonald's Testing Its Larger, More Satiating Burger in Select Markets
Whether the strategy pays off remains to be seen. The last time McDonald's introduced an upscale burger was the Arch Deluxe ...