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| McDonald's claims victory for fast food in slow-burning battle of Tecoma | McDonald's claims victory for fast food in slow-burning battle of Tecoma |
| (about 17 hours later) | |
| At 6am on this first post-daylight savings Monday of the year, the skies are already beginning to brighten into a pleasing shade of mauve. Out on the Burwood Highway, 34km east of Melbourne’s CBD on the edge of the Dandenong Ranges national park, about 30 protesters have gathered, many wearing red “We Voted No To McDonald's” T-shirts. | At 6am on this first post-daylight savings Monday of the year, the skies are already beginning to brighten into a pleasing shade of mauve. Out on the Burwood Highway, 34km east of Melbourne’s CBD on the edge of the Dandenong Ranges national park, about 30 protesters have gathered, many wearing red “We Voted No To McDonald's” T-shirts. |
| The atmosphere is generally peaceful – when one police officer asks a bespectacled young man to step back to avoid distracting drivers with his sign-waving, he hastily complies. The police are easily outnumbered by privately-contracted security guards, one of whom barges between a small group of demonstrators, and is then heartily congratulated by a pair of his smirking colleagues. | The atmosphere is generally peaceful – when one police officer asks a bespectacled young man to step back to avoid distracting drivers with his sign-waving, he hastily complies. The police are easily outnumbered by privately-contracted security guards, one of whom barges between a small group of demonstrators, and is then heartily congratulated by a pair of his smirking colleagues. |
| “Tsk, did you see that?” asks one of the bargees, a middle-aged woman who radiates alternative lifestyle choices. “That’s typical.” | “Tsk, did you see that?” asks one of the bargees, a middle-aged woman who radiates alternative lifestyle choices. “That’s typical.” |
| The saga of Tecoma versus McDonald’s has gone on for two years and nine months, ever since the fast-food behemoth lodged its planning application with the shire of Yarra Ranges in June 2011. Since the Victorian Civil and Administrative Tribunal (VCat) overturned the council’s unanimous decision to reject that application on the strength of local opposition, those protesting against the development have adopted a creative range of tactics. | The saga of Tecoma versus McDonald’s has gone on for two years and nine months, ever since the fast-food behemoth lodged its planning application with the shire of Yarra Ranges in June 2011. Since the Victorian Civil and Administrative Tribunal (VCat) overturned the council’s unanimous decision to reject that application on the strength of local opposition, those protesting against the development have adopted a creative range of tactics. |
| The planting of a community garden on the proposed site was followed by a month long 24-hour vigil until police eviction. A change.org petition calling on McDonald’s to retreat gathered more than 100,000 signatures worldwide, while a a door-to-door survey of local residents found an overwhelming 88.2% against the development. | The planting of a community garden on the proposed site was followed by a month long 24-hour vigil until police eviction. A change.org petition calling on McDonald’s to retreat gathered more than 100,000 signatures worldwide, while a a door-to-door survey of local residents found an overwhelming 88.2% against the development. |
| In February 2013, 200 plaster gnomes were placed on the steps of McDonald’s Melbourne headquarters, bearing combative placards and expressions of steely determination. The anti-McDonald’s movement may have lost some support with this ruse, the appeal of the garden gnome being moot at best, but it snagged the attention of the mainstream media, including CNN, giving the story international exposure. | In February 2013, 200 plaster gnomes were placed on the steps of McDonald’s Melbourne headquarters, bearing combative placards and expressions of steely determination. The anti-McDonald’s movement may have lost some support with this ruse, the appeal of the garden gnome being moot at best, but it snagged the attention of the mainstream media, including CNN, giving the story international exposure. |
| Rallies and marches, earnest, tortuously-rhymed protest songs, rooftop occupations to block demolition of the old dairy building that stood on the contested plot, support from state politicians of all persuasions and even nutritional golden boy Jamie Oliver, a fundraising campaign that paid for an impassioned advertisement in the Chicago Tribune in the hometown of McDonald’s global HQ – it seems it was all in vain. | Rallies and marches, earnest, tortuously-rhymed protest songs, rooftop occupations to block demolition of the old dairy building that stood on the contested plot, support from state politicians of all persuasions and even nutritional golden boy Jamie Oliver, a fundraising campaign that paid for an impassioned advertisement in the Chicago Tribune in the hometown of McDonald’s global HQ – it seems it was all in vain. |
| During the final few days of March, the golden arches were finally installed atop the contentious new building. Soon the word was out: Monday 7 April was to be McD-Day, the grand opening. | During the final few days of March, the golden arches were finally installed atop the contentious new building. Soon the word was out: Monday 7 April was to be McD-Day, the grand opening. |
| At 10am, with the crowd of protesters now swollen to about 80, the fencing in front of the restaurant is dismantled by impassive construction workers, while a queue of eager customers grows outside the doors. The roadside atmosphere for the following hour is an odd blend of the tense and the convivial, passing drivers either tooting their support for the protest or hurling abuse at the demonstrators. | At 10am, with the crowd of protesters now swollen to about 80, the fencing in front of the restaurant is dismantled by impassive construction workers, while a queue of eager customers grows outside the doors. The roadside atmosphere for the following hour is an odd blend of the tense and the convivial, passing drivers either tooting their support for the protest or hurling abuse at the demonstrators. |
| When the doors finally open at 11am, a great cheer goes up from the pro-McDonald’s contingent, who rush through the doors, squeezing past police, security and camera crews to get to the counter and show just how much they’re lovin’ it. Across the road, just along from the primary school whose proximity to the fast-food outlet has been cited as cause for concern, the protesters continue to staunchly wave their placards, while the Resistance is Fertile CD of protest songs, penned and performed by local artists, is pumped through a roadside sound system. A few of the bolder dissenters sing along. | |
| For the next two hours and more, a steady stream of Big Mac-fanciers are ushered through the doors to get their fill of the good/evil stuff. | For the next two hours and more, a steady stream of Big Mac-fanciers are ushered through the doors to get their fill of the good/evil stuff. |
| I speak to a demonstrator who claims the customer queues are made up of non-locals who have been drummed up by McDonald’s through social media. He mutters darkly of free burgers being offered via Facebook for those who turn up. Aaron Cerabolo and his friend Terrence, 20-somethings who are waiting in line, strongly deny this. “We’re from Belgrave, just up the road,” they tell me, “and they’re just making that up.” | I speak to a demonstrator who claims the customer queues are made up of non-locals who have been drummed up by McDonald’s through social media. He mutters darkly of free burgers being offered via Facebook for those who turn up. Aaron Cerabolo and his friend Terrence, 20-somethings who are waiting in line, strongly deny this. “We’re from Belgrave, just up the road,” they tell me, “and they’re just making that up.” |
| If anything, Terrence says, it is the anti-Macca’s brigade that is guilty of underhand social media tactics, commenting on customers’ body-shapes on Twitter with a shameful lack of responsibility and consideration. In person, rather than online, the protesters have disappointed Aaron with their lack of zeal. | If anything, Terrence says, it is the anti-Macca’s brigade that is guilty of underhand social media tactics, commenting on customers’ body-shapes on Twitter with a shameful lack of responsibility and consideration. In person, rather than online, the protesters have disappointed Aaron with their lack of zeal. |
| “I expected a bit more passion, “ he says. ‘But they’re all just standing there.” | “I expected a bit more passion, “ he says. ‘But they’re all just standing there.” |
| Inside the restaurant, queues to order are a dozen deep and seating hard to come by. The McVibe is festive, defiant. One man, sunglasses perched atop his shaved head, looks on with pride as his two children, aged about five and seven, tuck into their Happy Meals. | Inside the restaurant, queues to order are a dozen deep and seating hard to come by. The McVibe is festive, defiant. One man, sunglasses perched atop his shaved head, looks on with pride as his two children, aged about five and seven, tuck into their Happy Meals. |
| The family sits next to the front window, enjoying the view of policemen’s backs. It seems staff are not at liberty to speak, but franchisee James Currie voices his satisfaction with the turnout and has no problem with the protesters continuing to express their opinion. | The family sits next to the front window, enjoying the view of policemen’s backs. It seems staff are not at liberty to speak, but franchisee James Currie voices his satisfaction with the turnout and has no problem with the protesters continuing to express their opinion. |
| “They’ve been out there, they’ve been vocal. And as long as they express themselves within the law and don’t obstruct others from making their own choices, then life goes on and everybody’s happy.” | “They’ve been out there, they’ve been vocal. And as long as they express themselves within the law and don’t obstruct others from making their own choices, then life goes on and everybody’s happy.” |
| Outside, among the demonstrators, a similar mood of determined festivity prevails. It is possible to imagine, should this mutually tolerant stand-off continue, that McDonald’s Tecoma could become a tourist stop-off, along with riding the historic Puffing Billy railway and feeding the cockatoos at Grant’s picnic ground, on the generic day-trip itinerary. Photo opportunities of placard-waving hippies in gnome-hats to be taken while munching on a mass-produced burger. | Outside, among the demonstrators, a similar mood of determined festivity prevails. It is possible to imagine, should this mutually tolerant stand-off continue, that McDonald’s Tecoma could become a tourist stop-off, along with riding the historic Puffing Billy railway and feeding the cockatoos at Grant’s picnic ground, on the generic day-trip itinerary. Photo opportunities of placard-waving hippies in gnome-hats to be taken while munching on a mass-produced burger. |
| I have no doubt that Heath Pawley, tireless devotee of the anti-Macca’s cause, who, among many others, has given his time and energy to opposing the development since the original planning application, would recoil from such a vision. | I have no doubt that Heath Pawley, tireless devotee of the anti-Macca’s cause, who, among many others, has given his time and energy to opposing the development since the original planning application, would recoil from such a vision. |
| “Ratepayers and taxpayers need to have a voice,” he tells me, as I leave the restaurant. | “Ratepayers and taxpayers need to have a voice,” he tells me, as I leave the restaurant. |
| “If the Victorian state government isn’t listening to local council, to the people who pay the rates and taxes, then I just don’t understand how that’s democratic.” | “If the Victorian state government isn’t listening to local council, to the people who pay the rates and taxes, then I just don’t understand how that’s democratic.” |
| It seems the beef goes on. | It seems the beef goes on. |
| • This article was amended on 8 April 2014. The original stated that protesters waved placards "outside" the school. The protesters were mainly around 70 metres away from the school. The restaurant is not directly opposite the school. |