Communities around Australia are rebelling against the Golden Arches.
It is often a classic David vs Goliath battle when civic-minded residents decide to challenge the deep-pocketed fast food giant as it attempts to move into a new suburb or town.
In many cases, councils are left with little choice other than to approve the Macca's.
But sometimes, the "little guy" actually wins.
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There are currently 18 petitions in NSW, Victoria, WA and Queensland on Change.org – known colloquially as the 'I'm not Lovin' It movement – which are attempting to block or amend development applications from McDonald's Australia.
Thousands of people from Cowes on Victoria's Philip Island to Boonah in Queensland have joined this movement.
Last year, when Crows Nest resident Jamie Vachon caught wind of a proposed 24/7 McDonald's near his home on Sydney's North Shore, he quickly mobilised a group of community advocates to try and stop it.
McDonald's had launched an application to open at an old Westpac branch office on Willoughby Road.
Vachon, who has lived in the area for 17 years, said he understood why McDonald's had eyed that site for a new restaurant.
Still, he felt "protective" over his community.
"Crows Nest is a developing area… the Metro is here now, we can't stop it from growing, but we already had a Subway, Oporto, Ogalo, an El Jannah nearby," Vachon told Nine.com.au.
"My biggest problem was the location – we didn't need it there.
"I thought it would have been better suited at the Metro."
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Vachon began a small-scale petition opposing the round-the-clock restaurant, which was signed by nearly 700 people.
He warned the Macca's would bring "crime, vandalism, litter, and random delivery drivers on footpaths and streets at all hours".
"This is nothing but a money grab by McDonald's with no care for the community," Vachon said.
Around 70 residents also lodged formal objections with North Sydney Council.
Following the community backlash, the council recommended that McDonald's reduce its trading hours and amended plans were submitted for a 5am-12am restaurant.
Soon after, McDonald's abandoned the $2.65 million proposal altogether.
Vachon said it was a huge "relief" to hear McDonald's had backed down.
Nearly 12 months on, he is proud of how his small but mighty community rallied for a common cause.
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Council knocks back Macca's in Ipswich
Alyson Lewis also joined a fight against a proposed Macca's development in Raceview, Ipswich in 2014.
She began a petition urging the council to reject an application to build a restaurant at a site which was only zoned for residential use.
Other residents protested outside council, citing the proposed site's proximity to two primary schools as a major concern.
Lewis told Nine.com.au that the Ipswich City Council rejected the drive-through restaurant before her petition gathered enough steam.
"We had multiple McDonald's nearby already, we just didn't need it," Lewis said.
"I doorknocked around the area at the time, I spoke to mums near the school, the community just didn't want it."
In August 2014, Ipswich City Council rejected the development application and the site remained a residential area.
Over the past 12 years, Lewis said Raceview has remained happily Macca's-free.
And if locals want a tasty fast-food meal from the Golden Arches, the closest outlet is just a 10-minute drive away in Booval.
In a statement shared with Nine.com.au, a spokesperson for McDonald's Australia acknowledged community concerns around development applications.
The spokesperson said the fast food giant is continuing to invest in Australia by recruiting franchisees.
"As we continue to grow, we're delivering more new restaurants, creating tens of thousands of new jobs, recruiting new franchisees, increasing our spend with our Aussie supply chain, and investing in more innovative ways to deliver great value, convenience, and a great customer experience," the spokesperson said.
"We are committed to engaging with councils and communities to ensure we're listening to feedback and submitting development applications for restaurants that are thoughtfully designed for the community.
"This includes limiting the impact of common concerns such as traffic, noise, and waste, and promoting our potential to contribute as a local employer and a business committed to giving back to the neighbourhood."
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Communities losing fight against Golden Arches
The story doesn't always end happily for community advocates.
In Northcote, an inner-city suburb of Melbourne, residents opposing a 24/7 McDonald's on High Street were left disappointed when the Victorian Civil and Administrative Tribunal (VCAT) reversed a decision by Darebin City Council to block the restaurant.
A similar narrative is unfolding in Newtown in Sydney's inner-west.
Despite furious backlash from locals, McDonald's has re-lodged an application to open a restaurant on busy King Street. The renewed application, with shorter opening hours, is under council review.
Locals on the Mornington Peninsula also lost their six-year fight against a Macca's which is set to be built metres from the foreshore.
Nine.com.au has contacted McDonald's Australia for comment.
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