Coromandel residents say a proposed supermarket looks like a warehouse and is not in tune with the town's heritage values.
The Thames Coromandel District Council last month received plans for an enlarged Four Square store that would be built away from the store it would replace, but still on Wharf Rd.
The plans allow for 475sq m of retail space, a 245sq m service area and more than 20 carparks. If it is approved, it will dwarf neighbouring stores.
The council has received more than 140 submissions on the proposal, and a local business owner and the Coromandel Heritage Protection Society have voiced concerns about what effect the supermarket could have on the street's colonial charms.
Wharf Rd is recognised as a heritage area under the council's district plan and businesses and residents must comply with strict conditions for any consents.