Once rejected twice, now approved—how a global chain pushed its way into a beach town that said no
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A plan to build a McDonald’s just 100 metres from one of Victoria’s most beloved beaches has outraged residents who spent six years trying to stop it.
Locals say their peaceful town is under threat—from more traffic, more rubbish, and less support for small businesses.
Despite repeated pushback, the decision has been made… and many believe money won in the end.
In the heart of Safety Beach, a BP service station was set to receive an extensive upgrade, including a 24-hour convenience store and a drive-through fast food restaurant.
The Mornington Peninsula Shire Council rejected the proposal twice, and more than 1,500 formal objections were submitted by concerned locals.
But this month, the Victorian Civil and Administrative Tribunal (VCAT) approved the development after a drawn-out battle dating back to 2019.
While the tenant for the drive-through was not officially confirmed, many believed it would become a McDonald’s—fueling even more outrage.
Safety Beach Mayor Anthony Marsh said the plan, pushed by BP site owner AA Holdings, was a ‘step too far’.
‘It’s a bit quiet now in mid-July, but if you were to come back in five months you’d find cars banked up for hundreds of metres on some days,’ he told Nine News.
‘We’re 100m from the beach so litter is a massive problem, particularly in a place like the Peninsula where we love our beach and our nature.’
Locals also feared the fast food chain would undercut local traders who rely heavily on summer business.
‘We’ve got a lot of traders that rely on that summer trade to survive the whole 12 months,’ Marsh added.
Andrew Robertson from the Safety Beach Foreshore Landscape Committee said AA Holdings appeared determined to push the development through, regardless of community sentiment.
‘They’re just determined to push it through, and they’ve obviously spent a load of money on getting through to appeal,’ he shared.
He said the small, quiet suburb didn’t need a global fast food brand parked near the water’s edge.
‘It’s an established residential area that doesn’t need this facility,’ Mr Robertson said.
‘In our view, it’s not going to service us. There’s plenty of things available to the residents in the [nearby] Dromana township.’
AA Holdings, which owned over 50 BP sites across Melbourne and generated $864 million in 2024 alone, had been pushing the application since 2019.
VCAT members Geoffrey Code and Kate Partenio ultimately found that the company had adequately addressed key concerns about traffic congestion and parking issues.
The approval came with a condition: AA Holdings must conduct daily litter patrols around the site.
McDonald’s and AA Holdings have been contacted for comment.
If this story struck a nerve, you’re not alone—communities across the country are pushing back against fast food giants setting up shop in much-loved local areas.
Another suburb is now facing the same battle, with residents fighting to protect the unique character of their neighbourhood.
It’s a striking example of how quickly things can change when global chains move in.
Read more: Is one of Australia’s coolest street about to change forever? Locals furious over new McDonald’s plan
Should large corporations be allowed to override local voices in small communities?
Locals say their peaceful town is under threat—from more traffic, more rubbish, and less support for small businesses.
Despite repeated pushback, the decision has been made… and many believe money won in the end.
In the heart of Safety Beach, a BP service station was set to receive an extensive upgrade, including a 24-hour convenience store and a drive-through fast food restaurant.
The Mornington Peninsula Shire Council rejected the proposal twice, and more than 1,500 formal objections were submitted by concerned locals.
But this month, the Victorian Civil and Administrative Tribunal (VCAT) approved the development after a drawn-out battle dating back to 2019.
Tribunal approves fast food near Safety Beach. Image source: Visit Victoria
While the tenant for the drive-through was not officially confirmed, many believed it would become a McDonald’s—fueling even more outrage.
Safety Beach Mayor Anthony Marsh said the plan, pushed by BP site owner AA Holdings, was a ‘step too far’.
‘It’s a bit quiet now in mid-July, but if you were to come back in five months you’d find cars banked up for hundreds of metres on some days,’ he told Nine News.
‘We’re 100m from the beach so litter is a massive problem, particularly in a place like the Peninsula where we love our beach and our nature.’
Locals also feared the fast food chain would undercut local traders who rely heavily on summer business.
‘We’ve got a lot of traders that rely on that summer trade to survive the whole 12 months,’ Marsh added.
Andrew Robertson from the Safety Beach Foreshore Landscape Committee said AA Holdings appeared determined to push the development through, regardless of community sentiment.
‘They’re just determined to push it through, and they’ve obviously spent a load of money on getting through to appeal,’ he shared.
He said the small, quiet suburb didn’t need a global fast food brand parked near the water’s edge.
‘It’s an established residential area that doesn’t need this facility,’ Mr Robertson said.
‘In our view, it’s not going to service us. There’s plenty of things available to the residents in the [nearby] Dromana township.’
AA Holdings, which owned over 50 BP sites across Melbourne and generated $864 million in 2024 alone, had been pushing the application since 2019.
VCAT members Geoffrey Code and Kate Partenio ultimately found that the company had adequately addressed key concerns about traffic congestion and parking issues.
The approval came with a condition: AA Holdings must conduct daily litter patrols around the site.
McDonald’s and AA Holdings have been contacted for comment.
If this story struck a nerve, you’re not alone—communities across the country are pushing back against fast food giants setting up shop in much-loved local areas.
Another suburb is now facing the same battle, with residents fighting to protect the unique character of their neighbourhood.
It’s a striking example of how quickly things can change when global chains move in.
Read more: Is one of Australia’s coolest street about to change forever? Locals furious over new McDonald’s plan
Should large corporations be allowed to override local voices in small communities?
