US fast food giant McDonald’s has been accused of misleading the public by promoting ‘fake consultation’ to support its plans for a drive-thru restaurant in Hilperton.

A communications consultancy acting for McDonald’s has posted a message on local social media asking people to complete a form if they wish to support its plans for the drive-thru.

In the message, McDonald’s said: “We want to open a new McDonald’s drive-thru off Hilperton Drive, Trowbridge and we need your help! 

“McDonald’s is keen to invest further in Trowbridge. To achieve this, we have submitted a planning application for a McDonald’s at land off Hilperton Drive.

“If you want the council to approve this new McDonald’s, we need you to make your voice heard by Wiltshire Council. You can do this by completing the form below. 

“Our proposals for the new drive-thru off Hilperton Drive would: 

  • Represent a multi-million-pound investment into Trowbridge, supporting local economic growth. 
  • Deliver more than 120 new jobs for local people, including training and opportunities for career progression with one of the UK’s top employers.
  • Deliver a new single-story restaurant and Drive-Thru, including parking spaces, new pedestrian crossing points, and open space with enhanced planting.
  • Generate business rates for Wiltshire Council to fund important local services. 
  • Support the local community by investing in local charities and children’s sport programmes.
  • Respond to the Climate Emergency, with 100 per cent of power coming from renewable sources.

“Please complete the form below to register your interest in supporting McDonald’s in Trowbridge! Thank you for your support.”

But Trowbridge and Wiltshire councillor Antonio Piazza said the request was 'extremely misleading' and was tantamount to a consultation.

“This is not a consultation; it is a poll. It has no relevance on the outcome of the application, only disrupting the planning process and true community engagement locally," he said.

“It is extremely misleading for residents who are not informed on the technical planning legislation and the current planning policy framework. 

“McDonald's must withdraw this consultation immediately as it is incredibly misleading.

“Instead, they should organise a meeting with the local parish council and meet residents face-to-face to understand their concerns.

“It is completely inappropriate, from a planning perspective, for McDonald's to launch their own consultation in response to community engagement not going their way, as we can see from the number of objections being lodged via the Wiltshire Planning Portal. 

“I must question, why did a McDonald's representative not attend the recent parish council meeting and organise an event with the local democratic body of councillors?

“We can only conclude that this is solely a fake consultation and propaganda to benefit McDonald's.”

McDonald’s said: “It would be incorrect to suggest this work is being used as a public consultation – it’s something we’ve done with other sites to help garner positive responses from our customers.”

The company lodged four applications for its plans in July but already residents have mounted a strong public campaign objecting to its proposals.

It wants to build the drive-thru on land to the east of Hilperton Drive and the A361 Devizes Road next to Paxcroft Farm.

More than 200 Hilperton residents attended a packed public meeting on August 1 at Hilperton Village Hall.

They say they plan to object to the company’s plans and have formed a local action group ‘Hilperton Says No - McDonald’s Hilperton – I’m not lovin it’.

Hilperton Parish Council and local MP Andrew Murrison have already objected to the plans, while Trowbridge Town Council says they are contrary to Wiltshire’s Core Strategy planning policy.