Sky News presenter Eamonn Holmes called JD Wetherspoon's spokesman Edward Gershon the 'devil in disguise' in a fiery interview on the opening of the chain's M40 pub at Beaconsfield today.
Disputing Mr Gershon's claims that most of their clients will come in for food, Mr Holmes said that a pub would change a 'perfectly nice' motorway services into something not very welcoming.
When Mr Gershon said there was no problem for people travelling in coaches to come in for a drink, Mr Holmes said the reality was that the majority of coaches would be full of revellers from Stag or Hen's parties, or football supporters.
"One coach will pull in with a load of football fans, then a second coach will pull in with rival fans. What will happen then?"
"You're putting temptation in people's way. You're the devil in disguise - aren't you? You're offering a scenario of hell - are you not?" he said.
Mr Gershon stressed JD Wetherspoon was a respectable food and beverages chain and would not sell alcohol irresponsibly.