McDonald's Deluxe line facts for kids
The McDonald's Deluxe line was a group of special sandwiches that the fast-food company McDonald's tried to sell in the 1990s. They wanted to attract grown-up customers with burgers that seemed more fancy and "adult." However, these sandwiches didn't sell very well. The whole line was stopped on August 18, 2000. Many people see the Deluxe line as one of McDonald's biggest and most expensive failures ever.
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How the Deluxe Line Started
The first sandwich in this line was the McLean Deluxe, launched in 1991. Later, the Arch Deluxe came out in May 1996. Other Deluxe sandwiches followed on September 27, 1996. Most of these sandwiches were created by McDonald's main chef, Andrew Selvaggio.
Advertising the Deluxe Sandwiches
McDonald's spent a lot of money, about $100 to $150 million USD, to introduce these new sandwiches. They hired an advertising company called Fallon McElligott to help.
The first ads were quite unusual. They showed children making fun of the new "adult" sandwiches. They also showed Ronald McDonald doing grown-up things, like dancing or playing golf. The goal was to make adults feel like these sandwiches were just for them. Special music was even made for radio ads to appeal to people aged 18 to 34.
These Deluxe sandwiches were mainly sold in Canada, the United States, and United States territories. Meanwhile, the regular McChicken and Filet-O-Fish were still sold everywhere else in the world.
By 1998, some Deluxe sandwiches changed names. For example, the Crispy Chicken Deluxe became the "Crispy Chicken Sandwich." The Grilled Chicken Deluxe was renamed "Chicken McGrill." The Fish Filet Deluxe and Arch Deluxe were slowly removed from menus. By August 18, 2000, they were completely gone.
Types of Deluxe Sandwiches
All the Deluxe sandwiches were served on a special bakery-style bun. They also used better ingredients, like whole pieces of lettuce and fresh sliced tomatoes.
Deluxe Burgers
- The McLean Deluxe was sold as a healthier choice compared to other McDonald's burgers. It came out in the United States in 1991. This burger had less fat than other McDonald's hamburgers. It used 91% lean beef and a special ingredient called carrageenan. The McLean Deluxe was meant to replace the McDLT. Even though people liked its taste in tests, it didn't sell well. It was removed from the menu in February 1996.
- The Arch Deluxe was another burger that tried to compete with the Burger King Whopper. It had hickory bacon, onions, tomato, ketchup, lettuce, American cheese, and a special sauce made with mustard and mayonnaise.
Deluxe Chicken Sandwiches
- The Grilled Chicken Deluxe sandwich took the place of the McGrilled Chicken Classic. It came with light mayonnaise, lettuce, and tomatoes. You could also get other sauces instead of mayo.
- There was also a Crispy Chicken Deluxe sandwich, which replaced the McChicken. These chicken sandwiches were aimed at women and people who wanted healthier options.
The Grilled Chicken Deluxe and Crispy Chicken Deluxe sandwiches actually came back in 2015! This time, they were made on a different kind of bun and replaced the Premium Chicken sandwich line.
Deluxe Fish Sandwich
- The Fish Filet Deluxe replaced the Filet-O-Fish sandwich. It had tartar sauce, American cheese, and lettuce. The fish patty in this sandwich was 50% larger than the one used in the original Filet-O-Fish. After the Fish Filet Deluxe was stopped, the larger fish patty was then used in the regular Filet-O-Fish that you can still buy today.
Interestingly, in 2015, McDonald's New Zealand introduced a very similar sandwich. It was called the Seaside Fish Burger. It had two fish fillets, a tomato slice, and a bun without seeds.
