McDonald’s has launched a fightback after its plan for a new restaurant in York sparked a huge backlash.
The fast food giant has launched an advertising campaign urging people to support their planning application for a branch off Fulford Road.
And they have even automated the process of sending a letter of support to City of York Council. The only problem was, McDonald’s called it ‘York Borough Council’.
There are now 24 supportive comments for the restaurant application. Of these, 17 were generated by residents using the McDonald’s Fulford Road website – and all of these end with this sentence:
“A new McDonald’s restaurant at this location would be positive for Fulford road and I hope that York Borough Council is able to support this application.”
McDonald’s website has now updated this to “York City Council”.
The firm has also launched a big advertising campaign on social media, saying “We have submitted our proposals for a new restaurant on Fulford Road! Pledge your support by visiting our website.”
The website includes a panel saying “I support this application because…” and you can select these options:
- a new McDonald’s would encourage more people to visit York, supporting other local businesses
- a new McDonald’s would create over 100 much-needed new jobs in the local community, as well as further opportunities in construction and the supply chain
- a new McDonald’s would improve local food and drink choices
- a new McDonald’s would represent significant investment in York, boosting the local economy
- McDonald’s franchisees actively support the local community through sponsorship, volunteering and donations to local charities
- a new McDonald’s would regenerate underutilised site with an attractive and sustainable new restaurant.
A second section of the website says “I also think that the new development should be approved because…” with the same options repeated.
You can also choose a ‘Custom option’ and type in your own reason. That generates a letter which is sent directly to the council.
On the jobs created, the planning application makes clear the new restaurant would create 45 full-time equivalent jobs, which could mean 100 jobs altogether.
Head teacher objects
The advertising blitz comes after McDonald’s plans to turn the former Iceland store into a restaurant generated major opposition.
A petition against the proposal has more than 1,400 signatures. More than 260 objections comments have been lodged with City of York Council.
These include letters from both a head teacher and York’s director of public health.
Chris Nichols, headteacher of Danesgate Community College at nearby Fulford Cross, has lodged a strong objection on behalf of the school.
“There are other schools, Steiner York, Fulford High, St Georges and Fishergate Primary in close proximity to the Iceland site,” he writes.
“There is already an issue of pupils loitering before and after school and this will almost certainly lead to the congregation of young people – as they naturally do – at a McDonalds restaurant close to their school.
“Our pupils are highly vulnerable and this factor will significantly raise the prospect of them becoming embroiled in potentially harmful interactions.”
And a letter from Peter Roderick, director of public health at the council, says: “There are a number of clear public health concerns around the siting of fast food outlets and poor child health – especially at such close proximity to schools.
“This makes the proposed change of use highly unsuitable, and I would ask the committee to reject this application.”
Decision months away
The application won’t be decided until the autumn.
A letter from the planning office says: “We do not have sufficient time to prepare any committee report for August and in any case, if planning permission is refused, it will be determined under delegated authority.
“Should planning permission be recommended, the September date is the earliest we can manage.
“We are very short staffed as a result of various members of staff leaving and a recent restructure in addition to needing to wait for consultee comments and to prepare reports, including digestion of a very large number of objections.
“It may fall beyond September in any instance.”
