McDonald’s has been refused planning permission for a new restaurant on the outskirts of Wiltshire's county town.

The application proposed the construction of a McDonald’s with a drive-thru on the corner of the Hilperton Drive and Devizes Road Roundabout, on the eastern edge of Trowbridge.

The applicant described it as a “multi-million-pound investment” that would recruit more than 120 staff from the local area.

The council received many strong objections from residents, concerned by the potential for litter, increased traffic and impact on the environment.

Wiltshire Council announced its refusal on Thursday, December 14.

The decision notice stated: “The applicant has failed to provide sufficient information to fully determine the ecological impacts, including the extent to which the proposed development would impact upon priority habitat types, protected/notable species which are reasonably likely to be present and affected by the development.”

It also listed a lack of sufficient information regarding drainage and the resulting verge reduction as reasons to deny planning permission.

Andrew Murrison, MP for South West Wiltshire, took to X – formerly known as Twitter – to express his support of this decision.

He wrote: “Trowbridge and Hilperton are NOT loving it and Wiltshire Council’s not either. Result!

“We’ve got a McDonald’s in Trowbridge which is great but the county town doesn’t need another and definitely not there.”