Avison said Aldi would attract trade from those travelling to and from Skegness, without creating too much traffic.
He said Boston Road, where Lidl planned to build a store, was a “nightmare every day of the week”, although highways officials said they were not concerned.
Guy White, the custodian of the closed Laurel petrol station which would become the site of the new one, said Aldi promised “real jobs and real futures for Horncastle”.
“Lidl offers a supermarket and nothing else. With Aldi, I’m ready to deliver a fuel station, a tourist centre, a Taste of Lincolnshire shop and more,” White said.
“Aldi would have a far bigger economic boost, while Lidl threatens local bakeries.”
A spokesperson for Lidl said its application would “better protect the town centre, offer more choice and regenerate a brownfield site”.
Meanwhile, Aldi promised up to 40 jobs and “more than just a food store”.
Councillor Ruchira Yarsley said: “We really need something between Lincoln and Skegness – business in the town centre will carry on.
“The cost of living crisis means that a large number are struggling and need a supermarket which is convenient and easy to use.”
Listen to highlights from Lincolnshire on BBC Sounds, watch the latest episode of Look North.
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