The Prince Regent pub lives to fight another day.

For years now, developers have wanted to demolish the pub and turn it into flats.

In 2016 a planning application was submitted to build a nine storey building in place of the 19th century watering hole. But those plans were rejected, largely based on a lack of affordable housing.

But the developers didn't quit and submitted fresh plans to council earlier this year.

It turns out they didn't learn from their mistakes as once again the application was refused this week.

"The proposal has failed to demonstrate that a scheme providing a sufficient affordable housing contribution could be provided as part of an acceptable development on this site," the council's notice of refusal said.

"(This was) due to the viability assessment not considering the proposed development and alterations to 324-240 High Street; the lack of evidence on the assessments land value calculation; and the lack of evidence on the deliverability of the scheme.

"As such, the proposal would cause significant harm to the promotion of mixed and balanced communities."

RELATED: Pensioners fighting plans to bulldoze Sutton High Street pub The Prince Regent in which they drank 60 years ago

Although the pub has been closed since 2015, members of the public still believe it could have more value to the community as a pub, rather than flats.

"Having an open pub opposite Sutton Green and accessible for patrons enjoying the park or families using the play park would provide a valuable place to shelter from the sun and rain, eat, drink and use the toilet facilities when the proposed cafe is closed," one comment on the application said.

"The Prince Regent was a viable and thriving business until shortly after the pub was sold to the current developer owner in September 2014."

George Potter, 79, and his wife Margaret, 81, were regular customers of the pub.

When the initial application was submitted in 2016, the pair rallied support in opposition of the plans to bulldoze the building.

Mr Potter said then that the pub could still be salvaged.

“I know that it’s closed now but it should be restored and brought back to life, not knocked down to make way for another big block of flats," he said.

“While the building is still standing we still have a chance, but once the developers manage to get it de-listed, and once it has been bulldozed it will be gone forever – and that’s that."