LONG BEACH >> There’s a plan afoot to return an iconic doughnut sign back to its place in the sky.

Several merchants from Fourth Street’s Retro Row are rallying to bring the massive sign, which stood for more than 50 years in front of the Daily Grind at 5590 Seventh St., to their business district. Massachusetts-based Dunkin’ Donuts plans to take down the sign to make way for its coffee-focused business.

The merchants plan to attend tonight’s Planning Commission meeting to tell commissioners that they want the sign on Fourth. Commissioners are expected to consider a request to demolish the former Daily Grind store as well as another commercial building to make way for the 1,889-square-foot Dunkin’ Donuts.

For many, the giant pink doughnut, which is currently in the city’s storage yard, is more than just a sign.

“It’s an architectural landmark for the city and we wanted to preserve that,” said Kerstin Kansteiner, owner of Portfolio Coffeehouse. “We feel like we’re the embodiment of vintage and restoration on Fourth Street. We really cherish those items and I think a lot of people would want to see that doughnut. It’s part of Long Beach and its history and that’s so, so important to keep that.”

The future of the sign has been much discussed since Tuesday. A “Save the Giant Donut” Facebook page that advocates moving the sign to Fourth Street has had more than 900 likes since it was created Tuesday night.

“There’s been a huge groundswell in the last 24 hours and we’re excited about the possibility of bringing it to Retro Row,” said Kathleen Schaaf, owner of Meow, a vintage clothes store.

Schaaf, who is a caretaker of a few old Long Beach business signs, has volunteered to house the doughnut sign at her business. Potential locations also include a parking lot at Cherry Avenue and Fourth as well as an area at Temple Avenue and Fourth.

“So many things disappear overnight in town and, like the song, become a parking lot,” said Schaaf, referencing Joni Mitchell’s 1970 song “Big Yellow Taxi.” “I think it’s really important to save it, and it would be a perfect gateway sign for us.”

Chip Anzalone, who owns the Long Beach truck rental company Chain Gang Productions, has offered to relocate the doughnut to Retro Row, a street of restaurants as well as vintage furniture and clothing shops that stretches from Cherry to Temple avenues on Fourth Street. The district is also home to the restored Art Theatre.

Schaaf said she is left scratching her head about Dunkin’ Donuts decision to take the sign down.

“Doughnuts make people happy,” she said. “Why would they want to get rid of the beautiful doughnut in the sky?”

The Planning Commission meets at 5 p.m. in the Council Chambers at City Hall, 333 W. Ocean Blvd.

Contact Karen Robes Meeks at 562-714-2088.