Asda, Morrisons, the Co-op - now Sainsbury's has become the fourth supermarket to set its sights on Norwich in the last four months.
The Evening News has learnt that the supermarket chain hopes to open a city centre store on St Stephens Street, with plans submitted to Norwich City Council to sell alcohol from 6am to midnight.
If the proposal goes ahead numbers 9 to 13 on St Stephens Street - Millets and the Cardzone - will be turned into a Sainsbury's Local store.
No planning application has been submitted but Sainsbury's has applied to the council for an alcohol licence.
It would be the fourth supermarket in the area, sitting almost opposite the Tesco Express on Westlegate and near Iceland and Marks and Spencer.
John Green, from Green's newsagents on All Saints Green, said: 'We've survived Tesco moving in but it doesn't make things easy. I'm hoping it will just affect the Tesco.'
The new shop would also be a stone's throw from the large Sainsbury's store on Queen's Road.
Staff at Millets said the store had been on St Stephens Street since the 1950s and they only found out about Sainsbury's plans when notices from Norwich City Council were put up in their shop on Thursday about the licensing application.
Staff at Cardzone were also unaware that their lease was running out.
It is not known when the Millets or Cardzone leases run out on the building, which is owned by Aviva.
A spokeswoman for Sainsbury's said: 'We are pleased to confirm that Sainsbury's is pursuing plans to open a Sainsbury's Local on St Stephens Street.
'The shop will offer a wide range of Sainsbury's products in a convenient location. Subject to the necessary permissions, the shop could be open later this year.'
The application comes months after Morrisons announced they were planning to build a superstore on Aylsham Road.
The Co-op is also understood to be interested in the former Millhouse pub, off Laundry Lane, in Thorpe St Andrew, while Asda is expected to build a huge store off Hall Road, Tuckswood later this year, after their planning application was approved by the council in December at the second time of asking.
People have until February 6 to make their views on the Sainsbury's application by writing to Norwich City Council, Licensing section, City Hall, St Peter Street, Norwich, NR2 1NH or by calling 01603 212761.
•What do you think? Write to us at Letters, Evening News, Prospect House, Rouen Road, Norwich, NR1 1RE or email eveningnewsletters@archant.co.uk.
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