In October 2010 Sainsbury's announced plans for a new store and submitted an application in January 2011 for a 2,789 square metre food store at a site off London Road. In September developer Terrace Hill received a minded to grant recommendation for its current planning application for a Sainsbury's supermarket. The application was unanimously supported at a meeting of council planners and was referred to the Department of Communities & Local Government.
Meanwhile, Tesco submitted plans to expand its operation in the town. A new campaign group WH21 was set up to oppose the plans. In July a survey undertaken by WH21 found that 9 in 10 traders in Whitchurch believe Tesco’s plans to open a new, bigger store in the town would harm their businesses.
At the end of November Tesco urged officials to review their decision to allow Sainsbury's to build a new store in the town. Tesco wants Sainsbury’s successful application to build a store off London Road to be sent back to Shropshire Council’s north planning committee because they fear it will prejudice the viability of their own plans to re-develop their existing premises on White Lion Meadow. Tesco officials, who have also submitted separate plans to create an out-of-town store at Edgeley Park, wrote a letter to the unitary council calling on them to review the approval of the Sainsbury’s store.