The gloves are off in the 10-year battle to bring a Waitrose to Wimbledon as Merton Council refuses to buckle under mass support for the new supermarket.

Merton’s council leader has said public backing of a proposed new store is “irrelevant” as planners attempt to protect the future of Wimbledon town centre.

But a text poll run by this newspaper has shown nearly unanimous backing for a Waitrose in the town.

More than 98 per cent of the votes received were in favour of Waitrose’s proposals, yet Councillor David Williams is adamant an out-of-town supermarket will “suck the life out of the town centre”.

Waitrose’s proposed site - the derelict B&Q store in Alexandra Road - is 400 yards from the town centre.

Coun Williams said: “I don’t think it’s my job to be popular but make the right decision for the community. Residents might think this is a great idea, but they’ll be the first to complain when they see empty shops and more traffic in the town centre.

“No application is ever determined on whether or not it’s popular. Otherwise it would be chaos - that’s why we have planning laws.

“I’m a local resident who’d benefit from a Waitrose but I don’t think it’s right just to throw in the towel.”

The Alexandra Road site is designated for wholesale use only but after a decade of searching for a location, Waitrose is adamant the empty B&Q outlet is the only financially-viable place to put a new supermarket.

But Coun Williams claims the supermarket chain is shunning up to three other development opportunities in the town centre, including the car park in Hartfield Road and the site of the BMW garage and the JD Wetherspoon pub in Gladstone Road.

A planning application has not yet been submitted but Waitrose has started an independent consultation over the potential construction of the new store, which would include a 100-space car park.

Critics claim the new store would divert custom away from the town centre and cause a build up of traffic in surrounding residential roads.

A Waitrose spokesman said: “We have always felt that Waitrose and Wimbledon would be a perfect fit and have been delighted to see that this is a view shared by readers of the Guardian.

"While we recognise the importance of maintaining a vibrant town centre, it’s important that other opportunities to invest in other areas of Wimbledon are also encouraged.

“The proposal would not only see more choice for local people, but also still invite trade to remain within Wimbledon rather than see it lost to neighbouring locations.”

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