Arch Deluxe burger
We're not sure where they came up with the name. But the Arch Deluxe was meant to be "the burger with the grown up taste," as we can clearly see in this commercial.
According to Howstuffworks.com, the Arch Deluxe was introduced to broaden the chain's image in the mid-1990s. The company apparently spent a record amount of money on the ads to try to make it work. And for your viewing pleasure here's another Arch Deluxe commercial which appears to feature a young and angsty Jessica Biel.