The Town Council and Chamber of Trade have both organised meetings to discuss the plans. The latter has raised concerns about the impact the proposed store will have on smaller businesses in the town. Okehampton already has three supermarkets. A new campaign group Okehampton Community First has been set up.
In September 2012 a retail study commissioned by West Devon Borough Council concluded that it may be difficult for Okehampton to support a fourth large supermarket in the town.