It might call itself the UK's leading pizza brand.

But the prospect of Domino's opening a new takeaway in a Norfolk town has gone down like a cold slice.

The application to open the premises, at a prime location in the centre of Sheringham, has been met with a barrage of objections from locals.

The chain wants to create an outlet at 10 Church Street, the site of the former Warehouse Clearance Shop.

DPSK LTD, which trades as Domino's, says the takeaway would open between 11am and 11pm and would generate a number of full-time and part-time jobs.

Domino's wants to open an outlet at 10 Church Street in SheringhamDomino's wants to open an outlet at 10 Church Street in Sheringham (Image: Google)

However, North Norfolk District Council (NNDC) - which is considering the application - has received a number of objections.

One person wrote that it "beggars belief" that the council is even considering the proposal for a location they believe to be "one of the most prestigious sites" in the town.

Another has offered a list of nine restaurants and takeaways within a 200m radius, complaining "valuable retail space" should be saved rather than it being taken over by the pizza chain. 

People worry Domino's opening in Sheringham would ruin the unique character of the townPeople worry Domino's opening in Sheringham would ruin the unique character of the town (Image: Newsquest)

Sheringham Town Council has also weighed in on the matter, calling the move "against public health policy," which aims to reduce obesity. It thinks there are 40 food outlets already in the town.

The objections continue, with a local calling the plans "ridiculous".

"Sheringham has a unique character that is slowly being destroyed by characterless chains," the objector said, adding: "We are being taken over."

Domino's describes itself as the UK's leading pizza brandDomino's describes itself as the UK's leading pizza brand (Image: PA)

People have urged the council to block the bid in order to "avoid spoiling the uniqueness of our beautiful town."

The backlash to Domino's' plans follows a growing distaste for national chains opening in Norfolk's market towns.

Recently in Swaffham, hundreds of people have voiced their opposition to a Gregg's opening close to an independent bakery that has been running for more than 40 years.

People can view the application on NNDC's website, using the reference number PF/24/1827.