PIZZA Hut has been left cheesed off after plans to spruce up its slice of the High Street were rejected to protect Oxford's heritage.

A planning row over the pizza chain's bright new frontage needed Government intervention after Oxford City Council decided it would harm one of the city's most historic areas.

The international chain has hit back with plans for a new sign and argued the High Street belonged to 'the town rather than gown' and it needed some 'colour and interest'.

But city council leader Bob Price said it was 'absolutely crucial' to protect the heritage of areas such as High Street.

He said: "Part of Pizza Hut is also part of the Covered Market, it's a very important part of the city's heritage - and a sign could make a huge difference.

"The High Street in Oxford in one of the jewels in the crown of Britain's shopping offering and everybody[retailers] along it knows by and large what is required.

"Pizza Hut were trying to push the boundaries a bit too far."

An appeal was rejected last month by the Government's planning inspector, who agreed the shop front wasn't up to the highest standards needed for the 'sensitive' location.

A fresh proposal has been put forward - with the lighting removed - by Pizza Hut who disagree with the council and government's interpretation of the city's conservation area planning rules.

The company said: "It [the sign] would have no impact at all on the High Street; it would provide some colour and interest to the market entrance alleyway, which is otherwise rather dull and somewhat forbidding.

"The conservation area overview reminds that while Oxford is exceptional in its colleges and general architectural quality, it is also a major regional commercial centre.

"It confirms High Street belongs to town rather than gown and that it is central to a vigorous commercial shopping centre."

It added the street - and businesses - needed advertising to be varied in design, colour, materials and shapes.

Shopkeepers in the street also called for greater flexibility when it comes to changes to frontages to attract more people to the area.

Steven Strady, who has worked in the Whitewall gallery - across the road from Pizza Hut - for two years, said: "We wanted to paint the front of our shop a slightly different colour to give it a refresh but the council refused.

"It was only a small change and the 1940s frontage would not have been changed - there should be a bit more flexibility.

"I like it when every shop looks different like in Camden in North London where there are lots of colours and designs – that’s what makes it beautiful.

"The architecture of Oxford is going to stay the same whatever. But if a shop needs to be different and attractive to people, they should be allowed to change."

Judy Payne, owner of jewellers Payne and Son, which has been on the street since 1889, said: "I would be worried that the council may put them off and they’d just up and go from that spot.

"We are desperate not to have any more empty shops - we are losing so many shops on the high street that we can’t afford to lose any more, particularly with the new Westgate opening."

But Mr Price said he had 'no sympathy' with shopkeepers not allowed changes to their frontages.

He said: "They can jazz them up as much as they want but it has to meet the general requirements of the city.

"In Windsor they have something similar where shopkeepers have to use a particular colour paint and there are also strict rules in York."

A Pizza Hut Restaurants Spokesperson said: “We wanted to update our signage in line with the rest of our estate to ensure we have a modern and vibrant brand image that continues to appeal to customers.

"We’re disappointed that the application has been denied.”