BOSSES at a national pizza chain have insisted their plan for a new takeaway in the town centre will improve Marlow's "overall diversity and attraction".

In the face of increasing opposition, chiefs at Domino's Pizza have hit back with a letter to planners responding to various recent criticism.

Domino's wants to move into the empty former Blockbuster store in West Street.

Lorna Duggan, Assistant Planner, writing on behalf of the pizza chain, stressed it is a market leader with an excellent reputation.

"Far from having a negative impact on the character of the shopping centre, the introduction of such a leading brand will, I believe, prove to be popular with the general public and have a positive effect on the centre's overall diversity and attraction," she said.

The company has promised 20 new jobs will be created.

She denied allegations from opponents that it will detract from the shopping quality of the town centre, saying: "The beneficial reuse of the property as a hot food takeaway would reduce the number of vacancies in the centre, and, in my view, make a positive contribution to its vitality and viability.

"In terms of external alterations, we contend that the design of the proposed shop front is in keeping with the commercial character of the site and reflects an improvement to the current situation."

She pointed out that Marlow Chamber of Trade has made no objection.

Parking has been a key concern raised by opponents including Marlow Society Chairman Martin Blunkell.

Domino's has insisted that it anticipates just one delivery vehicle will be used during daytime up until 5pm and said that when demand is highest for parking, during evening hours, parking restrictions no longer apply. Delivery vehicles will not be parked along West Street when not used, it added.

Matthew Hardy Development Management Engineer at Bucks County Council has made no objection, saying in similar cases attempts to fight a plan based on such parking concerns have failed.

On concerns over littering, Mrs Duggan said there are "no reasonable grounds for believing Domino's operation would increase rubbish pollution as alleged".

The Head of Environmental Services at Wycombe District Council has told officers to reject the plans due to noise disturbance.

But Domino's said in its latest submission that negotiations are on going to appropriately sound proof its operations.

WDC will decide whether to permit the application.