SEX shop boss Graham Kidd says he will bring "couple-friendly fun" to a former Little Chef diner on the A63.
The derelict restaurant on the westbound carriageway near South Cave is set to be transformed into the East Riding's only licensed sex shop after approval by councillors.
Speaking after the decision, Mr Kidd, the managing director of sex shop chain Pulse and Cocktails, said: "The remote location is perfect for us.
"Our sexy superstores are all about creating a fun, safe, couple-friendly environment.
"Recently, we have found a bit of niche by redeveloping redundant roadside diners.
"This will be our fourth Little Chef conversion.
The firm already operates at two former Little Chefs in Lincolnshire and is currently converting a third on the A1 near Wakefield.
Only two official objections were submitted to the council's licensing subcommittee over the application by the company.
Neither objector agreed to be named but both claimed the location on the main western approach road to Hull was not a suitable location for a sex shop.
One also objected on moral grounds.
But councillors were told rules surrounding sex shop licence applications prevented moral grounds being put forward as a reason for refusal.
There were no objections from either Humberside Police or any nearby parish councils.
Mr Kidd said he was aware there had been some criticism of the location.
But he said: "We already have a very large store at Mount Pleasant in Hull, which has been successfully trading for eight years without receiving any complaints when he have applied to renew its licence.
"The people of Hull seem very happy with what we offer there, even though it's only 100 yards away from an Asda supermarket and a busy retail park.
"This is a very different location but we have found our new roadside locations trade very well."
Mr Kidd said the new store would include CCTV coverage both inside and out for security purposes.
He told the committee the shop would also operate a strict admission policy, with no one under 18 being allowed in.
In addition, he said staff would also ask anyone who looked under 25 to produce proof of their age.
The new store is expected to create five full-time jobs.
Mr Kidd said refurbishment work at the site would also create employment opportunities for local firms.
Tina Holtby, the East Riding Council's licensing manager, said the remote location of the shop counted in its favour.
