Wānaka residents are objecting to an application for a 24-hour McDonald's, saying it would go against the town's core community values.
The company has applied for consent to build a fast-food restaurant in the town, with seating for 75 people, a drive-thru, and parking for 24 cars.
Resident Sarah Morrison has organised a petition against the proposal, saying the fast food giant offered unhealthy food.
McDonald's also produced large amounts of food waste and pollution, which did not belong in their town, she said..
"We're not a place that encourages kids to be going out and eating a lot of fast food and a lot of things that are unhealthy for them.
"We're a town that's really focused on wellness and sports and environment."
Residents preferred to support local businesses that offered healthier foods and were more sustainable, Morrison said.
Wānaka Chamber of Commerce general manager Glenn Peat said the proposal presented both opportunities and challenges for the town.
"We've got a lot of infrastructure challenges that we need to address and part of that is going to create opportunities.
"So therefore, is McDonald's part of that scenario? I don't know. That needs to be left up to the powers that be who make those decisions," Peat said.