Protesters rallying against a controversial new McDonald's restaurant on Melbourne's eastern fringe have failed to deter a flood of customers from queueing along the Burwood Highway as it opened for the first time on Monday.

About 80 protesters lined both sides of the highway outside the restaurant at Tecoma, at the foot of the Dandenongs. Its opening followed a heated battle over whether the fast food giant should be allowed to open in the Yarra Ranges town.

As the protesters waved banners and chanted “No maccas, no Tecoma” and “We don't want your French fries”, police and security guards managed the flow of customers entering the store shortly as it opened about 11am.

Licensee James Currie said he was excited to give 100 new employees the same opportunity he was afforded when he started working for McDonald's 39 years ago.