Homeowners in the upmarket holiday town of Sandbacks in Poole, Dorset, are up in arms about plans for a Tesco Express to open in the area.
One man, Sean Murphy, has even set up a Facebook campaign to petition against Tesco's takeover of the Sandacres pub near Sandbanks Beach.
Sean, an estate agent, told the Bournemouth Echo: "I know I'm setting myself up for criticism. But I just think this is simply the wrong decision. We are all up for development but this is going too far."
He said he believes a supermarket on the site will bring extra traffic, more litter, and even the possibility of anti-social behaviour.
Some have said Tesco's red and blue logo will look garish, and Ross Stallion, a 36-year-old sales director from neighbouring Canford Cliffs, told the Daily Telegraph : "The area could do with a convenience store, but a Waitrose or Marks & Spencer would be better suited."
Residents were recently told in a letter that the former pub has been acquired by the supermarket giant.
Tesco community liaison manager Melanie Chiswell told the Bournemouth Echo: "In my experience lots of people welcome Tesco Express stores because they regenerate buildings no longer in use, such as closed down pubs."
In fact, according to the Daily Telegraph, it is the fourth most expensive area in the world for real estate.
Its multi-million pound harbour-front pads are often snapped up by the rich and famous, and well known residents include football manager Harry Redknapp and his son Jamie, as well as retired football manager Graeme Souness.