Although the Big Mac has been McDonald’s premium sandwich for more than 50 years, it wasn’t on the menu when the chain opened its first restaurant in 1940.
At the time, the idea of a premium burger conflicted with the broader concept of having a simple menu that could be delivered quickly. In its early days, the chain focused on serving simple burgers, cheeseburgers, fries and sodas.
In fact, it would be 27 years before the chain’s corporate leaders allowed franchisee Michael James “Jim” Delligatti to introduce a burger with two patties.
“The Big Mac debuted on April 22, 1967. The first newspaper ad for the specialty sandwich described it as a burger with “two fresh patties, tangy melted cheese, crisp lettuce, pickles and our own special sauce,” according to The New York Times. Early print ads also often included the catchphrase “a meal disguised as a sandwich” to emphasize the size of the burger,” Food & Wine reports.
The Big Mac was so popular that it became the chain’s enduring signature product. However, since 1967, McDonald’s has made numerous attempts to create new signature premium burgers, with the exception of the Quarter Pounder Cheeseburger, and the chain has repeatedly failed.
Despite the failures of the Arch Deluxe and Angus Third Pounders, McDonald’s decided to launch a new premium burger – the Big Arch.
Chief Financial Officer Ian Borden talked about why the company has struggled with high-end products in the past.
“We thought the opportunity was in premium burgers, but that was wrong,” he said at the 2024 UBS Global Consumer and Retail Conference, according to Business Insider. “We didn’t succeed.”
Instead, he noted, customers want a bigger, more satisfying burger. Big Arch, launching on March 3, will attempt to fill that need.
McDonald’s launches the Big Arch at a time when consumers are looking for value and competitors including Chipotle are jumping on the trend toward added protein.
“Protein is hot. Everybody loves protein,” McDonald’s CEO Chris Kempczinski said in an Instagram video.
In addition to Chipotle’s protein menu, Starbucks has added protein coffee, and many chains are promoting protein on their menus.
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According to CNBC, data from Datassential shows that 28.4% of U.S. restaurant menus are labeled with “protein” this year, compared with 5.9% a decade ago.
“Many younger consumers are more proactive about their health habits, so they are looking for ways to support their health now and their health in the future,” Julia Mills, food and drink analyst at market research firm Mintel, told the news site.
“Gen Alpha, Gen Z, Millennials — these consumers are very active on social media, so they’re constantly being told that you need more protein, and protein helps you gain muscle and makes you stronger.”
The Big Mac has been McDonald’s premium sandwich for decades. Shutterstock ·Shutterstock
two beef patties: About a quarter pound each, cooked and seasoned
Poppy Sesame Bread: Soft, larger than a typical burger bun, contains poppy seeds and sesame seeds
white cheddar cheese: Two slices of creamy cheddar cheese
Grand Arch Sauce: Signature sauce including tomato concentrate/pure, egg yolk, mustard and spices (a Tangier twist on a Big Mac style sauce)
lettuce: Chopped icebergs are crunchy
crispy onions: Fried onion slices to add texture
Onion shreds: fresh white onions
kimchi slices: Cucumber kimchi
Calories: 1,050-1,110 kcal, about twice the calories of a McDonald’s classic Big Mac (550-560 kcal) Source: McDonald’s
“McDonald’s is trying to find a balance between value and quality products amid a challenging consumer spending environment in the U.S. and around the world,” Raymond James analyst Bryan Elliott said, according to Forbes.
Balancing value and price is a challenge.
“The real surefire move for this company is if they can sell a great product and also drive traffic and value. Those two things are incongruous — when you drive value, it’s hard to drive great product,” said Jefferies analyst Andy Barish.
While Boden admits to failure on the premium burger front, he said he sees a different opportunity.
Borden said there was a “significant” opportunity for “big, filling burgers” in McDonald’s big market.
After many attempts, McDonald’s premium burger failed for the same reason: operational complexity outweighed consumers’ willingness to pay more at a value-first chain.
Arches Deluxe Edition (1996) Marketed as a burger aimed at adults with more complex tastes. Higher prices and slower preparation conflict with McDonald’s speed and value model. Widely considered one of the company’s biggest product failures. Source: Eater
Angus Third Pound Team (2009-2013) Great selection of premium beef and great prices. It takes longer to cook, slowing down kitchen and drive-thru service. The decline came after sales failed to justify operational complexity. Source: Business Insider
Signature Handmade Recipes (2016-2020) Customizable burgers with premium buns and toppings. Increased wait times and increased labor demands are frustrating franchisees. The move comes as McDonald’s refocuses on speed and simplicity. Source: CNBC
Regional and international premium burger testing Often tested with upgraded ingredients and higher prices. Many companies fail to scale due to margin pressures and execution challenges. Often produced in limited quantities and then quietly discontinued. Source: Business Insider
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This article was originally published by TheStreet on February 23, 2026, and first appeared in the Restaurant section. Click here to add TheStreet as your preferred source.
