Supermarket giant Tesco is being accused of breaking promises to school pupils in a row over a new store.
The store in Bradley Stoke, South Gloucestershire, is an integral part of the new town centre, which could also feature a KFC and a Costa Coffee.
The town council's planning committee recently opposed a planning application from Tesco which would have named the centre The Brooks Centre.
One councillor said Tesco had promised to hold a competition to choose names.
Councillor John Ashe, said: "I am disappointed to hear that Tesco have chosen a name without consultation with the Bradley Stoke public.
"This is particularly in light of their promise to hold a competition for local children to gather ideas for a name".
But a Tesco spokesperson said the competition had only been discussed and was never "progressed".
He added that the company was "disappointed" with the planning decision, but would now be in further discussions with the relevant authorities.
The planning application proposed the display of a hording and two gantry signs, featuring the new name and logo, which the council also opposed.