A Premier Inn, Brewer's Fayre restaurant and KFC drive-thru is to be built in Skegness - but campaigners say the fight isn't over as they prepare for a legal battle.
Councillors in East Lindsey have given the green light to KCS developments to transform the town's Pier Field into the area's first national-chain 80-bed hotel.
The restaurants and the five-storey hotel was agreed by 8-1, despite objections from community campaigners Save Our Foreshore and a 5,000 signature petition objecting to the sale of the land by East Lindsey District Council.
Now campaigners are preparing for a costly legal battle to overturn the decision through a planning appeal and possible judicial review.
Skegness hotelier Russell Sparkes said: "The decision is what everyone expected and now we are considering an appeal against the planning decision.
"The field is part of the foreshore - a vast open space for Skegness used for leisure. We are selling off part of the town's heritage and you can not sell open space for a commercial development."
Lincolnshire councity councillor Chris Pain said: "The decision is unbelievable.
"It is the wrong place on a flood zone, which disadvantages local businesses and sets a precedent for building on the foreshore.
"People do not come to Skegness to be in a concrete jungle."
The scheme was passed after developers told the committee the 9.6m investment will create 76 full time jobs and generate 1.28 million additional spend by visitors.
Skegness Mayor, Cllr Dick Edginton, voted to pass the application.
He said: "I have lived in Skegness since 1951 - I have seen the town change and I know how resilient the hotels have been through periods of phenomenal growth from caravan sites.
"I have every confidence in the hotels in our town through times of change."
Cllr Jill Makinson-Sanders, criticised the design and was against another KFC restaurant for Skegness.
She said: "I think the design is an insult - it is like any common building.
"We should have something which reflects the sea and have some flare.
"We are the third fattest area in the country so how sad we are putting something there to make them even fatter."
Cllr Steve Kirk, who is responsible for the coastal economy welcomes the multi-million investment.
He said: "As a council we are working hard to extend the visitor season and create more sustainable employment.
"A major national hotel and restaurant chain investing in Skegness shows huge confidence in the economy of the area.
"Working with the county council, the Environment Agency and our other partners in both the public and private sectors, we're keen to ensure Skegness and the wider coast is recognised as a good place to do business and that we seize opportunities that ensure the coast is well positioned for the future."
