A fast food joint in the middle of a town is to get a new sign more in-keeping with its historic surroundings.

The old branding outside Chicken World in Rochester High Street had been branded “garish” and “plasticky” by conservationists who argued the front was at odds with the street scene.

The owners did not realise their diner was listed and have now agreed to replace the sign with something more tasteful.

The eatery, which is opposite Eastgate House, a grade I listed Elizabethan townhouse has been blasted for its appearance by the City of Rochester Society (CoRS) which feels it is not in “harmony” with the period properties nearby.

Members called for the flamboyant frontage to be toned down or removed.

Now the owner Maroon Silva has met council officers and agreed to a new sign crafted by a signwriter.

He said: “The artwork is being done and should be complete by the end of the month.”

Alan Moss, president of CoRS, said: “We are pleased the old sign has been removed and an amicable agreement has been reached.”

The diner, formerly known as The Chicken Hut, has applied to Medway Council to install a new shop front and sign.

A planning statement said the alterations had been “designed to match the surrounding area and detailed in traditional methods to retain the historic character”.

It adds: “The proposed shop front will introduce architectural and decorative features that have been previously lost in 20th century alterations, to match the historic architectural style/features of the high street.”

Mr Moss said: “Its lack of harmony with Eastgate House – just a few yards away, is particularly unfortunate.

“It’s plasticky. In some places it would not look unexceptional, but this is in a conservation area and next to a row of Tudor buildings.

How such a colour scheme could ever be considered suitable in such a setting is beyond belief

“How such a colour scheme could ever be considered suitable in such a setting is beyond belief.”

It feels the sale of hot food “inevitably encourages customers to park close to where they will be making their purchases”.

And in this case, they argue it would result in an increase in on-street parking in an area “frequently thronged with parked vehicles”.

“Whilst the Society is keen to see businesses thrive in the High Street, this cannot be entirely at the expense of good design, harmony with its surroundings and the integrity of the conservation area itself,” it adds.

A Rochester resident, who agreed with the CoRS, said: “At present, this shopfront stands out like a sore thumb on the mostly listed High Street and I simply cannot comprehend how this garish redesign would be deemed acceptable to council planners, or indeed local residents.”