In a previous post I pointed out that the Australian arm of that large foreign multinational McDonald's had included a misleading Traffic Impact Assessment with its Development Application (DA) for a 24 hour eat-in and drive-through fast food outlet in Yamba at the mouth of the Clarence River on the NSW North Coast.
A brief look at the Statement of Environmental Effects (SEE) it also lodged with Clarence Valley Council in support of this new development shows that its spin above fact attitude continues.
On Page 13 McDonald's describes a prefabricated building of "compressed fibre cement with applied finishes. The applied finishes are in a combination of colours, including grey, black, brown and red that provides a distinctive 'MacDonald's' look" as being "designed to reflect a coastal character".
This hardly sounds like a building with coastal character or one which would be markedly sympathetic to either Yamba's existing post-2000 commercial and original architecture mix in Treelands Drive and environs or to the town's tourism branding objectives.
Based on the basic layout diagrams supplied, the McDonald's store intended for Yamba may look very like the facade of this one at Sydney's domestic airport although positioned differently on the proposed block:
That McDonald's has done better than these aesthetically barren generic pre-fabs is evidenced by what the company has done in other countries which have obviously demanded a more culturally sensitive approach and more appropriately sized signage, as exampled by Singapore:
McDonald's Australia has not confined itself to spin about its architectural plans. At times its description of matters both it and Clarence Valley shire councillors must properly consider in relation to the Treelands Drive DA is downright misleading.
Google Maps and Google Earth also show these two lots - but just to be on the safe side I telephoned the Yamba real estate agency which is currently selling one of these vacant lots and this agency is under the same impression.