There have been whispers of excitement from some in Bedford about the arrival of a new Taco Bell restaurant near Riverside Square. But, people living nearby say its arrival has brought more “misery” than burrito bliss.
This is thanks to a neon sign installed on the side of Unit 4B2 at Riverside Square, directing Bedfordians to Taco Bell, just ten metres away from the bedroom windows of people living in Pilgrims House.
Those living in the block claim the sign is “on for 19 hours a day,” and the opportunities to gain some sleep have become few and far between.
“It’s been four days and it’s already an absolute misery”, said one local.
“The sign is impossibly bright and is only turned off at 12:30am, turning back on as early as 5:30am. I immediately went and brought the darkest blackout curtains I could find, but it’s making little difference”, they added.
Such is the design of Pilgrims House, the majority of flats face directly out towards the neon sign, and while surrounding businesses such as Vue, Premier Inn, The Howard Centre and TKMaxx have bright signs, the Taco Bell one is substantially brighter.
“It’s completely outrageous”, said another tenant of Pilgrims House.
“I understand that surrounding businesses were consulted on the planning application, but no one bothered to check with the people who would be affected the most, and now it’s materially changed our lives for the worse”.
The process of erecting the sign went through the usual planning application process, and Bedford Borough Council granted permission on 26 August 2025.
In the planning document, the Council’s decision says, ‘The proposed illuminated lettering on the side of the building facing southwards is likewise considered to accord with Policy 34 of the Bedford Borough Local Plan.
‘It’s size, position and appearance would not dominate the existing appearance of the elevation, nor would it harm the broader character of the area”.
We approached Bedford Borough Council for comment on whether those in Pilgrims House were consulted and whether they had any powers to remove the sign, and the Council have confirmed they are investigating.
“Safeguards are in place regarding the illuminance levels and hours of operation of the advert”, said a council spokesperson.
“The Council is also investigating the light illuminance levels to this existing sign”, they added.
We also approached Yum! Brands, of which Taco Bell UK is a subsidiary, for comment on the new signage, and a spokesperson said the company is looking into minimising the disturbance.
“While we have not received any direct complaints, we take feedback from the local community seriously and are already looking into ways to ensure the lighting minimises any disturbance to nearby residents”, said the spokesperson.
“The sign was installed in full compliance with the planning consent granted by the local council, and the team is reviewing options to adjust brightness levels and operating times so that the sign remains visible without being disruptive”, they added.
“No good for any living creature”
The issue of neon lighting and advertising has become an increasing concern for many in the town centre, especially in Greyfriars ward, where neon advertising boards now adorn Midland Road and Battison Street, as well as on Ashburnham Road.
With the sheer brightness disrupting daily life, the advertising hoardings are often on for 24 hours a day, while the Taco Bell sign is on “for anywhere between 16 and 19 hours a day”, according to locals in Pilgrims House.
The local councillor for Greyfriars ward, which covers Pilgrims House and a part of Riverside Square, Cllr Ben Foley (Green), is acutely aware of the issue.
“This degree of nuisance being newly imposed on residents nearby is unacceptable”, said Councillor Foley.
“Our surroundings shouldn’t be as bright in the middle of the night as in the middle of the day. That’s no good for any living creature, and certainly not residents of Pilgrims House.
“I am generally concerned about the wastefulness of bright advertising screens, and the adverse effects on nearby residents of such screens, whether at the corner of Battison Street and Midland Road, whether on Ashburnham Road opposite Eden House, or in locations outside my ward.
“It has been frustrating to find out, when I have investigated, how firmly the planning system is rigged in favour of those intrusions into our communities”, he added.
The new Taco Bell restaurant is scheduled to open on 3 December.
