Clever campaign allows “flash-mob” presence to pressure McDonalds simply by a FaceBook “click” or a Twitter “tweet”

Dandenong Ranges, Victoria — 17/11/12 – The community resistance to the proposed McDonalds restaurant in the Dandenong Ranges village of Tecoma has taken a high tech twist. Utilising a growing network of social media sites the community has been able to organise dozens of protesters to take part in a “flash-mob” type activity designed to pressure McDonalds to reconsider their decision and listen to the growing discontent across the important tourist precinct.

On Friday evening (16/11/12) dozens of cars lined up around the block into the drive through at the McDonalds’ franchise in Ferntree Gully (Victoria). The action took place after a call went out via the group’s social media network to gather at a prearranged point before lining up at the store.

As each car was asked for their order the protesters replied “I want no McDonalds in Tecoma” and then delivered messages of protest to franchisee Howard Armitage. Mr Armitage has indicated that he would operate the proposed outlet in Tecoma. Flyers and bumper stickers were also distributed to the many patrons in the carpark.

Whilst this action did create some confusion in the store it was designed to be short, sharp and courteous. The protesters were well behaved and mindful of other patrons who were generally supportive of the professional “tongue in cheek” action. “McDonalds and Mr. Armitage have no desire to meet with the community so using our vast social network here was a way to take our concerns directly to the source without using anger or large disruptions” said Dandenong Ranges resident Cath Russell who took part in the action.

The action was part of a larger well organised community protest that was put in place after McDonalds used VCAT to overturn a unanimous council decision against the project. Since then thousands have signed up to the “anti-Maccas” social media campaign and thousands more have signed a petition at Change.org.

The group was buoyed by messages of support from community groups around Australia who plan to use the Tecoma action as a template for similar activities against the multinational in their own communities.

Group convener Davey Heller said “We are flabbergasted by the support we have in the community and have managed to harness its effectiveness via the internet and the social media space. An action can be planned over morning tea and put into full effect by lunchtime, the community is right behind us and is more than willing to assist at the touch of a button”

Based on the Ferntree Gully drive through action’s support by the public a series of rolling campaigns are planned in the coming weeks and months ahead.

Delegates from the Hills community, who were invited to discuss their concerns regarding the proposed Tecoma development with State Planning Minister Matthew Guy, were greatly encouraged by the support the Minister offered.

Mr. Guy repeated his misgivings about how VCAT has expressly ignored the weight of community objections in its deliberations.

The Minister emphasised that areas like the Dandenong Ranges carry strategic advantages for their distinctive character, stating

“I am becoming more and more concerned that the character

of certain areas needs to be taken into account.”

As the high profile groundswell of community outrage rises against the proposed McDonald’s outlet in Tecoma, the Minister has made a firm response. He has stated that he would consider a submission from the Shire of Yarra Ranges which articulates a new design and development overlay for the Dandenong Ranges.

Our four delegates on the steps of Parliament House prior to the meeting with the Minister

More meetings are planned to address the proposed McDonald’s outlet, which has attracted a record number of objections over concerns such as environmental loss, proximity to schools, social impact and traffic bottlenecks. Community spokesperson Karl Williams was elated with the outcome, “The proposal has been likened to putting a brothel in a cathedral – given its iconic location looking up to Sherbrooke Forest, it’s no wonder that a tidal wave of outrage has been set in motion.”

Subject to the minister’s availability, he has agreed to a second meeting in the next month. His staffers have already inspected the site and reported back to him.

 Below are the Agreed actions and outcomes of the meeting that occurred:

1. The Minister listened to our concerns about the VCAT process. He also expressed concerns regarding the lack of consideration of the weight of community objections by VCAT.

2. The Minister expressed a willingness to meet with the Shire of Yarra Ranges Council and the CEO of McDonalds Australia, Ms. Catriona Noble, to discuss the Tecoma application.

3. The Minister outlined one of the key strategic advantages of Melbourne is its distinctiveness of places, like the Macedon Ranges, the Morning Peninsula and the Dandenong Ranges. As he commented:
‘They are different for a reason’.

4. The Minister agrees with the Dandenong Ranges community that the Dandenong Ranges is a different place with a distinct character. As he stated:
‘I am becoming more and more concerned that the character of certain areas needs to be taken into account.’

5. The Minister said he would consider a submission from the Shire of Yarra Ranges which articulates a new design and development overlay for the Dandenong Ranges.

6. The Minister has agreed to a second meeting which will occur before the end of the year, subject to his availability.

7. A number of petitions, letters and maps were tabled at the meeting which articulated the concerns of Dandenong Ranges residents about the amenity impacts of the proposed McDonalds in Tecoma.

8. A ‘No McDonalds in the Dandenong Ranges’ petition will be tabled in early December”

The Shire of Yarra Ranges voted down a motion to launch an appeal against the VCAT decision to approve a McDonalds on the 23rd of October. During that vote many councillors stated they could not support an appeal due to the fact the Council was in “caretaker mode” as an election was due later that week.

The “sequel” to this vote was taken on Tuesday 13th of November when after after a few weeks of lobbying, it was demonstrated that there was no legal impediment to the new council voting on an appeal to the Supreme Court of the VCAT decision and attempting to lodge a late appeal. Samantha Dunn moved the motion and Noel Cliff also spoke in favour of an appeal. Only Len Cox spoke against an appeal. He claimed it was an “open cheque” which was contradicted by Samantha Dunn stating that councilors had been given information on the potential cost of an appeal in writing from Andrew Paxton (Council Officer).

All five new councilors did not speak and all voted down an appeal. The vote was 7-2 against appealing. After the vote an impromptu feedback session was held where people told  the council why they thought the decision was wrong. When councilors left the chambers and returned, a “turn your back” protest was held.

Obviously it goes without saying that this was an extremely disapointing result for the campaign. Despite the fact that this development was opposed by over 1000 public submissions, that council voted unimously against it, that over 300 public submissions were made to VCAT against it. Despite the fact that VCAT dismissed all of this public opposition as irrelevent. Despite the fact the Council had received formal legal advice that there was at least one ground for an appeal to VCAT – it decided to not do so and the councillors would not even explain publically why they took this stand. This was a sad failure of representative democracy.

Councillors leave the chamber rather than listen to what the community has to say (Photo by Glenn Stephenson Photography)

Campaigners turn their back on councillors in protest at the vote (Photo Glenn Stephenson Photography)