Some experts say the company’s aim for the Deluxe line, which is priced at upwards of $2 and targeted to adults, is not to make best sellers out of the new offerings but to whet the public’s appetite for higher-priced menu items. The company has been moving away from heavy discounting, discontinuing its 99-cent Big Mac in some markets and increasing the price to around $1.89. The big question is just how much the Arch Deluxe has cannibalized sales of other products. The answer may not come until October, when the company announces third-quarter profits. Meanwhile, some experts wonder whether consumers have heard the end of the Deluxe craze. Says analyst David Leibowitz: ““Can a Fries Deluxe and a McNugget Deluxe be far behind?''
