Wollongong councillors have expressed their disappointment in a plan to build a 24-hour McDonald's at Wongawilli, saying the fast food giant is "out of keeping" with the rest of the fast-growing village.
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The proposal, unveiled through Wollongong council's website on Friday, would result in a McDonald's, petrol station, childcare centre and commercial tenants being built at the corner of West Dapto Road and Raven Place.
The site has been zoned as a "neighbourhood centre" to cater to residents in the estates of Sanctuary Ponds, Sheargolds and Greenview.
Lord Mayor Gordon Bradbery said he did not believe a McDonalds and service centre were the type of services councillors intended to be built in these zones when planning for West Dapto was being considered.
"I think councillors pictured that this zoning was meant to be an opportunity for perhaps a small supermarket arrangement or shops that would supply food and a few services," he said. "It wasn't supposed to be at the magnitude of a service station and a McDonald's complex.
Likewise, councillor Ann Martin said she was disappointed by McDonalds' plans.
"The zone allows this kind of use, and of course people are within their rights to lodge a DA, but I am a bit disappointed that this is the first application we've seen to develop a neighbourhood centre and here we have Macca's in a prominent position," she said.
"In other parts of the world, McDonald's have to be sensitive to where they are, and not just put these god-ugly buildings with the huge big M. This is completely the opposite of how we want West Dapto to feel."
"It's a bit of a slap in the face to developers, who have spent a lot of time considering things like urban design - they have gone to all this trouble to be sensitive to the former rural area and now here's McDonald's."
Cr Martin noted councillors did not have a vote in whether the McDonald's plan would go ahead, as it would be considered by the independent Wollongong Local Planning Panel.
While McDonald's is allowed under zone, she said residents could put forward objections about the character, scale and amenity of the proposal.
If their plan is not approved, McDonald's could appeal through the NSW Land and Environment Court to try to push the development through.
"But I would hope they are listening to the residents who are submitting their objections," Cr Martin said.
"I would hope they might think 'maybe we have overreached' and they could think about the context in which they want to build. Do you really need a 24/7 restaurant? Do you really need a big M? Can we design it better?"
McDonald's have not included an artist's impression of what their Wongawilli outlet would look like, but have said it would include the prominent pylon sign and neon lighting.
The plans are open for public comment until December 11.