McDonalds, Dan Murphy’s no match for locals in Safety Beach, Mt Evelyn, Daylesford

Small communities across Victoria are standing tall against big businesses trying to muscle into their main streets. See how they are winning the David and Goliath battles.

When grog giant Dan Murphy’s wanted to open in Victorian spa country the locals weren’t having it.

More than 200 people from Daylesford objected to an application by the liquor store to establish itself in the town.

The opposition was backed by the Victorian Liquor Licence Commission (VLLC) and ultimately blocked, proving that Dan could in fact be beaten.

The triumph was the first time the new definition of “harm” under the Liquor Control Reform Act had been used to refuse a licence.

Dan Murphy’s has since flagged an appeal to the decision but that outcome is yet to be revealed.

But it wasn’t the first time a bush community had banded together to keep big business out.

Check out some more David and Goliath examples. 

Mt Evelyn vs. McDonalds

Mt Evelyn residents harnessed the might of people power to object to a proposed McDonald's chain in a residential street.

Locals rallied to fight the fast food giants proposal with a ‘No Maccas in Mt Evelyn’ campaign, similar to the failed ‘No Maccas in the Hills’ campaign in Tecoma.

Residents rally against a Mt Evelyn McDonalds proposal in April. Picture: supplied

The group held a community meeting with more than 200 attendees, letterboxed the neighbourhood and created a petition against the proposal.

Business owners placed signs in their shops and residents slapped stickers on their bins to show their objection.

The Mt Evelyn community is banding together to stop a McDonalds from being built in their suburb.

The proposal was rejected by the Yarra Ranges Council after locals registered more than 300 objections.

No McDonald’s in Mt Evelyn group organiser Amy Kidd said the community was ecstatic with the rejection.

“We are really glad the council listened to the community and helped us shape the decision,” she said.

Safety Beach doesn’t want fries with that

Mornington Peninsula residents have spent years blocking a plan to add a 24 hour fast food outlet to a local service station.

In 2020 AA Holdings lodged $6m plans with the local council to demolish an existing Safety Beach service station, convenience store and the house behind it to build a new BP and “convenience restaurant” at the Marine Drive/Nepean Hwy intersection.

A 24 hour fast food restaurant is part of a redevelopment plan for a Safety Beach service station. Picture: Supplied

The move was not popular with many locals who feared it would damage the character of the “unique seaside area”.

While McDonalds never confirmed a plan for a restaurant in Safety Beach, locals believed the golden arches were on their way.

Following a campaign against the development the local council rejected the plan.

The decision was appealed at the Victorian Civil and Planning Tribunal in late 2021.

The tribunal found the project “fails to meet objectives relating to traffic and circulation objectives”.

The redevelopment would take place close to a popular beach. Picture: supplied

“We do not find the proposal is of a net community benefit.”

Fresh plans for the Safety Beach BP, including a 59 seat convenience restaurant, were lodged in 2023 and attracted 565 objections.

The latest plan included changes to entry and exit points for the site and reduced the number of bowsers from 16 to 12.

Councillors called in the planning application in August 2024, which was recommended for approval by council planners.

However, it was unanimously rejected by the councillors.

How Daylesford beat Dan Murphy’s

When reality TV juggernaut The Block came knocking, a Victorian spa town was all in.

But there was no cheers in Daylesford for booze boss Dan Murphy’s.

Instead, residents, traders and the local council fought to stop the bottle-o from moving in.

More than 200 objections helped persuade the Victorian Liquor Licensing Commission to make a landmark ruling that would block Dan Murphy’s from the town.

Daylesford Community celebrating their win. Picture: Drusilla Dickenson-Bray.

The decision was the first time the new definition of “harm” under the Liquor Control Reform Act had been used to refuse a licence.

Hepburn Shire chief executive Bradley Thomas said the ruling was made on the basis that granting the licence “could pose a public risk, encourage harm … and have adverse social impacts”.

“The commission concludes that granting the licence would be conducive to or encourage harm, specifically to minors,” Mr Thomas said.

Daylesford’s main street and Post Office. Picture: supplied

“In particular, the commission concludes that there is an appreciable risk that granting the licence would result in an increase of secondary supply of alcohol to minors in Daylesford and an increase in alcohol consumption by minors and increased harm from the misuse and abuse of alcohol by minors.

“This conclusion is driven by the accumulation of a number of factors outlined above, deriving from the ‘particular local, social, demographic and geographic circumstances’ of Daylesford.”

A spokesman for Endeavour Group, representing Dan Murphy’s, said it acknowledged the commission’s ruling, and was “currently reviewing next steps”.

It has since has since flagged an appeal to the decision but that outcome is yet to be revealed.

Kirwans Bridge backflip

Community might spectacularly knocked back a mega tourism proposal in Nagambie, only for the council to approve a similar proposal three years later.

In 2021, the Strathbogie Shire Council knocked back a proposal by Parklea, who sought to subdivide more than 40ha as part of its application to build a tourism park with room for at least 800 people.

Community members were unhappy with the backflip. Picture: Supplied

The council unanimously rejected the proposal after residents campaigned against it due to flooding concerns and concerns for local wildlife.

The plans included 117 cabins, 153 camping sites, a boat ramp, four jetties, a swimming pool and other sports facilities on 16 ha land parcel that was zoned for farming.

Strathbogie Shire acting Mayor Paul Murray said the council had not reached its decision lightly when knocking back the permit application.

“We listened to our community’s concerns,” he said.

Three years later, a similar proposal by Parklea was approved by council administrator Peter Stephenson with Kirwan’s Bridge residents unhappy with the decision.

Do you have more examples? Let us know.