FAST-FOOD giant McDonald's has tabled new plans for an advertising sign after being told its initial proposal was too tall.

The restaurant and takeaway outlet saw an application for an eight-metre high totem at Christchurch Retail Park in Barrack Road refused by a BCP Council planning officer.

A report by case officer Natasha McCann said the proposed advertisement would "detract from the character of the surrounding area and is therefore harmful to amenity".

She added that a sign with a maximum of five metres in height, similar to those already at the retail park, would "likely be acceptable".

McDonald's has now formally submitted a plan for a five-metre high freestanding totem sign containing the world-renowned Golden Arches.

As reported, McDonald's is set to demolish the former Pizza Hut unit at the retail park and build a new restaurant and drive thru on the site.

Christchurch Retail Park owners St James Palace Trust secured permission for the development in September.