MCDONALD’S has had plans for an illuminated sign at its new 24-hour drive-through in Southampton Road rejected for a third time.

The fast food chain appealed after Wiltshire Council refused its bid for an 8-metre illuminated ‘totem’ sign in May.

The 8-metre sign had already been scaled-down after a previous bid for a 12-metre version was also rejected.

Now an independent planning inspector has said the sign would be “out of character” at the development site between the A36 and New Petersfinger Road.

The inspector’s report said the sign would be “over prominent”, and upheld Wiltshire Council’s decision not to grant consent.

At an initial planning meeting in March, Salisbury City Council’s planning committee chairman at the time, Colin Froude, described the signs as “revolting” and said they would create a “McDonald’s city” at one of Salisbury’s busiest entrances.

McDonald’s won permission to build the controversial outlet on Southampton Road after a planning battle last year.

Wiltshire councillors previously rejected the whole scheme, which includes 65-bed Premier Inn, due to fears of congestion, over-development and poor design, but an inspector overturned the decision on appeal..