Ottolenghi has revealed plans to open a new restaurant and deli in a South West London town centre.

The popular deli chain from celebrity chef and restauranteur Yotam Ottolenghi is planning to open seven days a week in Richmond.

It comes after Ottolenghi submitted plans to Richmond Council to open on Hill Street from 9am to 10.30pm every day. The new restaurant would sell wine from 10am to 10pm on Mondays to Saturdays, and from 12pm to 10pm on Sundays.

The council's licensing committee discussed the plans on January 29.

Advocate Marcus Lavell, representing Ottolenghi, said it would bring a strong brand to a unit plagued by a "series of failed businesses" since 2009.

He described Ottolenghi's popularity as "sustainable and a sustainable business is a maintainable business that can meet its requirements and obligations under various regulations".

Mr Lavell said residents in the town centre deal with "alcohol-fuelled disorder" from local nightclubs and bars, but he argued opening an Ottolenghi in the area would not add to these problems as it would be a small restaurant focussed on serving food.

The restaurant would also sell wine, which customers could only drink inside the venue with a meal.

The advocate said the restaurant plans to "open seven days a week and draw people during the daytime as well as the evening to a high street – those people will then be able to make use of the other amenities on the high street, such as those retail outlets that still exist that are still able to keep their heads above water in these difficult times". 

Ottolenghi already has eight venues in London.

But residents claimed the location is unsuitable for the restaurant as customers could add to disturbance in the area.

Neighbour Rachel Woolner said she was "very distraught" at the application, with particular concerns about noise from the venue.

She added: "I'm really concerned about the noise of people coming and going, the constant bikes coming to collect… orders."

Sean Chapman said the restaurant would pump "out into the evening dozens of people per night into an area that's already febrile".

He added: "It's extremely disconcerting to live there now and I'd like to suggest that you all have a duty of care to the town and to your council taxpayers to ensure that this kind of application gets reined in because it is becoming completely intolerable to live here." 

Responding to residents' concerns, Mr Lavell said Ottolenghi does not have queues outside its restaurants as it offers virtual queueing. He added the venue would have sound insulation and offered for contractors to visit Ms Woolner's flat to make sure she could not hear any noise from it.

Mr Lavell added: "There should be very little interference between our customers leaving at 10.30pm from a restaurant and those people going to nightclubs and leaving those nightclubs at 2am or 3am in the morning." 

The application also includes conditions banning any noise, fumes or smells from the venue that would disturb residents.

The council's licensing committee will publish its decision on the plans in the coming days.