So why can’t McDonald’s do the same thing with its own flop, the Arch Deluxe? Some self-deprecating humor in a marketing campaign would work perfectly. We all make dismal mistakes. Poking fun of the very thing you messed up is a pretty good way to rescue your (temporarily) botched reputation.

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I used to keep a photo gallery of pizzas I dropped on the floor when I was working at a restaurant. When people saw these photos on Instagram, they found them even funnier than I did, especially guests. And guess what? People actually came to the restaurant because of those photos. I didn’t serve anyone pizzas I had dropped, but marketing-wise, they worked like a charm.

Here’s a free idea, McDonald’s: Couple a humorous marketing campaign with a limited-time re-release of the Arch Deluxe original recipe, and curious and/or nostalgic customers will at least buy one to give it a spin. Hey, if people are documenting themselves assembling Land, Air & Sea Burgers from McDonald’s silly “hacks” menu, then I think there’s a glimmer of hope for a rerelease of a famously misunderstood burger.

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Plus, we’ve changed as consumers (ugh, consumers), at least somewhat. Back in 1996, List explains that “The average person... would rather just have a Big Mac or a Filet-O-Fish and french fries. They don’t want the fancy stuff.” But in the era of taking photos of everything we eat, maybe we’re ready for something a little fancier now. It might have been a sandwich ahead of its time.

In addition, our attitudes these days toward limited-time-only offers have changed a lot. We need a never-ending stream of them. They’re nearly a requirement for chain restaurants to stay relevant and get people’s attention. I taste this stuff multiple times a month with absolute glee, even if the products themselves turn out not to be any good. I know I’d give the Arch Deluxe another shot just because its limited-time-only status makes it feel like an event.

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So, McDonald’s, the ball is in your court. You don’t need to engineer something new for your menu—just try bringing back something old in a self-aware way.

Call me if you need any other million-dollar ideas.