McDonald's attempted to cater to health-conscious customers with products like McLean Deluxe and McSoup, but experienced its most embarrassing flop with the Arch Deluxe burger. Marketed as a "burger with grown-up taste" to appeal beyond children, the Arch Deluxe failed because customers don't go to McDonald's for sophistication or variety, but for convenience and consistency. Despite extensive market research finding demand for an adult-oriented burger, the Arch Deluxe saw little customer uptake at launch.