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McD's rethinks Deluxe line
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August 20, 1997: 1:49 p.m. ET
May cut price on new hamburger and fish sandwiches -- or replace one
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NEW YORK (CNNfn) - McDonald's Corp. may cut the price of its new Arch Deluxe hamburger and its Fish Deluxe sandwiches or eventually replace one of them, the company confirmed Wednesday.
Top executives of the fast-food giant met with analysts Tuesday and said they were studying whether to eliminate the sandwich, which they introduced last year with big fanfare, .
The Deluxe was marketed for adults but has had a lukewarm reception among consumers and the media.
Mitch Speiser, an analyst with Lehman Brothers, said the problem with the Arch Deluxe is that consumers compare it to Burger King's Whopper, which is less expensive.
McDonald's said it is testing a new quarter-pound burger with lettuce and tomato, called the "Big 'n Tasty," which may eventually replace one of the Deluxe sandwiches.
But Dick Starrman, senior vice president with Mcdonald's, said the company does not plan to drop the Arch Deluxe right now.
Starrman added that the Deluxe line, which include four sandwiches, "continues to do well in the U.S." although he would not provide any numbers.
Of the four Deluxe offerings, Starrman said, the crispy chicken sandwich is a "home run" and the grilled chicken "does well" followed by the Fish Deluxe and Arch Deluxe.
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