McDonald's is refusing to give up on its plans for a 24-hour restaurant in the heart of Guildford, despite hundreds of residents and the local council categorically rejecting their development proposal.

Guildford residents have long campaigned against the proposal, and a local working group took up the fight and won the battle against the fast-food giant's plans in August.

'Burger off' was the Guildford residents' message to a McDonalds proposed in the historic town. Credit:Sheldon Levis

The Metro East Joint Development Assessment Panel (JDAP) confirmed it would ultimately refuse the company's application at a meeting last month, and said the proposal was at odds with the town's bid to become a heritage tourism precinct.

"The design of the proposal is not considered to comply with the objectives and general principles of the City's Guildford Conservation Precinct Policy applicable to Guildford as a Heritage Area," the report said.