As 'McD-Day' looms for a fast-food restaurant, pub and hotel development on the edge of Dereham, townspeople are urging decision-makers to give the plans the go-ahead.
Proposals to revive the redundant Cemex site, near the Tesco roundabout, with a McDonald's drive-through, a Marston's gastro-pub and a 51-bed hotel will go before Breckland's planning committee on Monday.
Planning officers have recommended the scheme should be approved – a view endorsed by civic leaders and business groups who believe the proposals could create 150 jobs and act as a catalyst to entice other big names to invest in the town.
Town mayor Kate Millbank said: 'I'm quite excited. Dereham is a vibrant and thriving market town, with a good mix of shops. Not only will the development be vital for the employment of young people in the area but it will show other potential developers that we are open for business.'
Nigel Sizeland, Dereham shopping centre manager, said: 'These are good names to pull people in at that end of the town. People will travel here to do their shopping and if they see well-established names like McDonald's or Marston's they will say: 'We will eat there first and do our shopping in the town centre afterwards'.
'Before any national retailer or hotelier thinks about opening up in any town or city, they will have carried out massive amount of research. They don't just turn up on a whim.
'If you think about it, Marston's and McDonald's could have gone anywhere. They have done their homework and we should be very grateful for them investing here.
'With any development anywhere, whether its on the outskirts of town a shopping centre, the landlord will approach certain names.
'If they know that a Marston's or a McDonald's are here they can go out to would-be clients who will say: 'If they are there, then we will go there.'
The hybrid application, submitted by Dereham businessman Andrew Scales, requests full planning permission for the take-away and pub, while outline permission is sought for the hotel.
If approved, it is expected that Marston's would employ 25 full-time and 35 part-time workers at the site, McDonald's would have 45 full-timers and 20 part-timers while the hotel would emply 23 full-time and four part time staff.
Ian Philpott, chairman of the Dereham Chamber of Commerce, said: 'I think the chamber would support any development which brings employment to Dereham.
'Having a hotel entices people to stay for a longer period of time which could indeed attract more potential development here. It is also close to both the industrial sites, which would make the site popular for business people and help other services develop in the area.'
The proposals hit delays last month when the Mid Norfolk Railway raised concerns over the safety of the nearby level crossing on Yaxham Road.
But a planning officer's report says those concerns have now been overcome by the offer of a £15,000 contribution to upgrade the crossing.
The report to Breckland's planning committee says: 'The scheme can deliver a proportionate contribution to mitigate against the impacts upon the adjacent railway crossing and the scheme is sufficiently well designed so as to relate effectively to its surroundings and not compromise the amenities of any adjacent site occupiers.'
The Office of Rail Regulation had supported the Mid Norfolk Railway's request for a developer contribution to upgrade the Yaxham Road level crossing.
The report says: 'The applicant has agreed to this arrangement, with a figure of £15,000 offered.
'Mid Norfolk Railway are satisfied with the level of the contribution offered in this instance.'
* Tell us what you think about the plans
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here