Nick

Oh, he coughed in that video.

Yeah, he was crying coconut water tears, Jack.

So Jack, what's the takeaway for our buddies over at McDonald's?

The Big Arch is already a case study in catastrophe.

Yeti's wild story here.

This Big Arch burger is eerily similar to a McTastrophe from 30 years ago taught in business schools today.

We're talking about the Arch Deluxe burger.

In 1996, McDonald's introduced the Arch Deluxe.

It was marketed as having grown-up taste, and it was the product of years of culinary research.

It was 40 years ago.

They did a $150 million ad campaign that featured kids getting grossed out because the burger was too sophisticated for children.

I guess they were targeting adults, but it became the first McFlop.

Nobody bought the burger.

In fact, it alienated people.

That's right.

That original super burger was just too expensive, too many calories, and calling it sophisticated just insulted regular McDonald's customers.

It's also a bad idea to show crying kids when you're targeting families to come into your store.

Doesn't work.

And yet here we are, 30 years later, and McDonald's is introducing a similar burger with a similar name.

The 1996 Arch Deluxe and the 2026 Big Arch both dwarf the Big Mac in price and calories.