Victory is sweet for the residents of Botley, Oxford.
They may have lost the first battle when McDonald's bought the former Carpenter's Arms pub to open a restaurant near their homes.
But twice since, they have taken on the burger giant - and twice they have won.
The first time, they defeated the plan for a 'drive-thru' restaurant.
Now they have emerged triumphant over the proposal to keep the restaurant open until 5am on Friday and Saturday.
They feared that such a move would lead to more noise, vandalism and litter.
It looked like a typical David versus Goliath battle.
But now councillors on the Vale of White Horse district council licensing committee have come down firmly on the side of the residents and thrown out the proposal.
McDonald's, of course, like many big chains, doesn't consider the welfare of local residents - all it is interested in is selling more and making bigger profits.
Well done to the residents - it shows that people power is still a force to be reckoned with.
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