McDonald’s in Chelsea is planning to open 24-hours, and wealthy residents living close to the branch on the iconic King’s Road are - to slightly alter the meaning of the fast food chain's slogan - not lovin' it.
The branch is currently open daily from 5am to 11pm, but wants to provide round-the-clock food and drink to its customers.
But people living in Royal Avenue, which according to the Kensington and Chelsea Council was laid out in the 1690s by William III, are far from happy.
They say they suffer enough from noise, litter, deliveries and other irritants already.
Martin Flash is chairman of the residents' association on the exclusive road, where houses are estimated to cost up to £7 million.
In his letter of objection written to the council, he says: “A 24-hour fast food outlet has no place in a deeply residential neighbourhood. This application should be refused outright."
Former Vauxhall Cars president and CEO Tuve Johannesson is another who is not excited at the chance of picking up a Quarter Pounder with cheese meal when the fancy takes him.
In a letter also signed by his wife Inger, they argue the fast food branch should be sent packing. It reads: “McDonald’s total lack of discipline in relation to litter and noise should motivate withdrawal of existing permits for operating their business.”
Sara Sterling wrote: “The noise from customers, smells of the food and litter from this establishment for all residents of Royal Avenue is a source of endless irritation as it is.”
Mark Loveday says the restaurant will attract more late-night customers, and as a result the noise level will increase substantially during sleeping hours, with people and cars using Royal Avenue to go to and from McDonald's.
He continues: “In addition, there will be more delivery trucks bringing in supplies at night which will create more noise. Finally, the amount of litter (which is substantial at the moment) will increase considerably.
“As result as resident I am very concerned about this application and strongly object to it.”
There are also objections from many more people living in the road, and from Bywater Street Residents’ Association and the Jubilee Place Residents Network.
Kensington and Chelsea Council confirmed McDonald’s proposals, but said more than planning permission was needed for the extended opening to go ahead.
A spokesperson said: “The council has received an application seeking to confirm that 49 King’s Road, Chelsea benefits from unrestricted opening hours and that 24-hour opening would be lawful. This application is being considered.
“If it is found that the site does benefit from unrestricted opening hours the business will have to apply to the council for a 24-hour licence to sell hot food and drink in order to operate.”
A McDonald's spokeswoman said: "We remain in the planning process and await formal decisions to be made.
"We understand some concerns have been raised by local residents and we hope chances are given where we can address these, whilst providing reassurances, as we move forward in the process.”