Task 71.docx - 1 Mcdonald’s Conduct further research...

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1. Mcdonald’s Conduct further research online and gather more information/facts The township of Tecoma on the outskirts of Melbourne has been battling against the prospect of a new 24 hour McDonalds franchise in their village since 2011. Yarra Ranges Shire Council received over 1,300 objections to the proposed restaurant. A record 650 residents attended the Council meeting to consider the company’s application. According to community group burgeroff.org , the objections raised concerns relating to: traffic, litter, noise, crime, impact on existing local businesses, locality opposite a Primary and Pre School, proximity within 1 kilometer of a National Park, the development not befitting the character of the Hills, the demolition of the historic Hazel Vale Dairy building which currently resides at the proposed site, local amenity issues and the fact that there are no 24 hour fast food outlets with drive- thrus in the entire Dandenong Ranges. Council did what local government often does with hot issues like this and refused the application notwithstanding that a convenience restaurant is a permissible use of the land under the Planning Scheme without a permit (a permit is required to develop the land, though). McDonalds appealed to the Victorian Civil and Administrative Tribunal (VCAT) which found the proposal conformed to the Planning Scheme and set aside Council’s decision. VCAT found that many of the potential adverse outcomes identified by community members weren’t relevant planning considerations. Explain why these examples are PR disasters The local community said no to the new Mcdonald’s store and even after local council refused its opening, the company appealed and got the license. This was seen as arrogant by the general public and the way that community outrage has been handled has gone global and found friends and supporters around the world, including celebrity Chef Jamie Oliver. Residents fought back with a well-orchestrated international social and mainstream media campaign which Analysts say has hit the share price. But McDonald’s instigated more legal action against residents which further inflamed the situation. The Mcdonald’s image has been damaged as never before in Australia.
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