<div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>The Melbourne street voted the world's coolest is about to become the scene of a David and Goliath battle as Northcote residents and business owners fight plans for a new McDonald's on High Street, saying it will ruin the character, and the vibe.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>The proposed 24-hour fast-food outlet has sparked concerns about its potential effects on existing businesses and the overall atmosphere of the popular street.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"We wouldn't call McDonald's a cool shop," local trader Nina Bondarenko said. </span></div></div><div><div id="adspot-mobile-medium"></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><strong><span>READ MORE:</span></strong><span> </span><a href="https://www.9news.com.au/national/missing-surfer-darcy-deefholts-found-on-island-off-new-south-wales-coast/c29429ce-c341-4bb3-b7de-0b0e2c3e1fa3"><strong><span>Missing surfer, 19, found marooned on island 12km from shore</span></strong></a></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><strong><span></span></strong><span>David Norton, another resident, echoed these sentiments.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"I think being a bigger, fast food, corporate in my opinion doesn't fit in with the vibe of the area," he said.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>McDonald's says the new restaurant would create more than 100 jobs. However, critics argue that the fast-food chain could drive out smaller, independent businesses. </span></div></div><div><div class="OUTBRAIN" data-reactroot="" data-src="//www.9news.com.au/national/melbourne-street-local-opposition-mcdonalds-restaurant/b633a2bc-57cc-41fc-ae18-98f83a901065" data-widget-id="AR_5"></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"It would actually, probably divert a lot of customers to the quick fix food option instead of going to the usual kebab shops, the Japanese shops," Ms Bondarenko said.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>The proposed 24-hour opening time for the McDonald's is also a point of contention. </span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"Running a pub, you know, nothing good happens after about 1am. So you really don't want lots of activity late at night," local pub manager Ben said.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><strong><span>READ MORE:</span></strong><span> </span><a href="https://www.9news.com.au/national/multiple-pedestrians-hit-by-car-in-melbourne/56b9a06c-3aac-407e-b554-2ff0fa4d06c8"><strong><span>Multiple pedestrians hit by car in Melbourne's east</span></strong></a><strong><span></span></strong></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>The local council is expected to make a decision on the application in the coming months. </span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>Similar community opposition has proven successful in preventing McDonald's restaurants from opening elsewhere in Victoria. </span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>Last year, the Mt Evelyn community successfully opposed a similar proposal, and in 2013, residents of Tecoma also campaigned against a McDonald's development.</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"There'll be a lot of fighting," Ms Bondarenko said. </span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><span>"We want to help small business, keep their diversity, their beautiful individual interests going."</span></div></div><div class="block-content"><div class="styles__Container-sc-1ylecsg-0 goULFa"><em><span>This article was produced with the assistance of</span></em><span> </span><a href="https://www.9news.com.au/technology/9express/16480c33-636a-461f-9c4f-d0e2522c722a"><em><span>9ExPress</span></em></a><em><span>.</span></em></div></div>