Scores of protesters gathered around the construction site where a new McDonald's fast food restaurant is being built. Some of them were camping out on the rooftop of the burger joint.

McDonald's, a popular fast food chain among Americans and other parts of the world, including Asia, applied for opening up the restaurant a couple of years ago. Although construction has already begun, protesters say that they do not want the American restaurant in their neighbourhood.

Initially the project was turned down, but later that decision was overturned after the restaurant chain took its application to the Victorian Civil and Administrative Tribunal (VCAT).

James Merlino, Deputy Opposition Leader, told ABC News, "Tourists visit the Dandenong's precisely because it's not another suburb of Melbourne," adding, "My greatest concern with McDonalds here in Tecoma ....(is if it is approved) it opens the gates for franchises, fast food franchises throughout the hills."

Some of the other concerns that protesters have is that opening up a McDonald's would also spur problems related to environment and crime. These concerns have been raised for the last two years by the small-town Melbourne community, despite the restaurateurs claims to work with the community diligently on these issues.

Many residents also feel that it would affect the natural landscape and beauty of their town.

Campaigner Garry Muratore was quoted by CNN as saying, "For me, personally, I will be living only 400 meters from the proposed development, so the issues were litter and traffic."

He added, "For young families, it is the fact that it will be built almost opposite a primary school and kindergarten. For the local doctors, it's about health, while others are concerned it will be only 800 meters from a national park."

The small-town campaigners have raised some noise over the conglomerate's presence in Tecoma, using social networking to promote their cause. They have created a Facebook page that tags 6,000 likes. It's called 'Burger Off.'

History of the Burger Chain

Historically, this is not a first-of-its-kind challenge for McDonald's in Australia. Earlier reports reveal that a similar proposal by the proprietor was turned down in 2011 by Land and Environment Court.

The first McDonald's in Australia was established in Yagoona, Sydney, in 1971. To date, there are more than 780 McDonalds' in the country.

The origin of the McDonald's story goes back to California. A man who sold milk shake machines, Ray Kroc, was impressed by a hamburger joint run by the McDonald's brothers. He thought the menu was inexpensive, but he liked the burgers and fries.

He offered to undertake the idea and opened up brand new McDonald's shops in exchange for royalties. The first McDonald's store began in Des Plains, Illinois and Kroc developed his business by expanding the burger joint through franchises run by local businessmen.