Adrian Portelli Launches $99 LMCT+ Supermarket Plan, May 28

Billionaire Adrian Portelli announced on May 28 that his LMCT+ membership program will expand beyond fuel to include supermarket access for $99 AUD annually. The first supermarket is set to open at IGA Deer Park in Melbourne’s western suburbs. The move has triggered a war of words with rival RS Rewards, which launched a similar supermarket plan days earlier.

How the $99 Membership Works

The annual $99.99 fee grants access to both LMCT+ petrol stations and supermarket outlets. Portelli rebranded the existing fuel-only membership as the ‘Everyday Saver’ membership to reflect the expanded offering. No separate grocery pass is required. Higher-tier loyalty members who pay $19.99 to $100 monthly receive additional discounts inside the supermarket based on their membership level.

Portelli Attacks Rivals Over Concept

On Instagram, Portelli accused unnamed rivals of copying his ideas, telling them to ‘write everything down so you can replicate it.’ RS Rewards founder Billy Beasley responded directly, claiming his five-year-old company launched the supermarket concept before LMCT+. Beasley said Portelli felt threatened and rushed to buy a supermarket early before rolling out all petrol stations nationwide.

Expansion Plans Still Unclear

The first supermarket location is IGA Deer Park on Hatchlands Drive. LMCT+ opened its first petrol station in Preston last month. When asked about butcher and bakery sections, the official LMCT+ account said those additions would come ‘soon.’ Expansion to Sydney and Melbourne’s southeast has been teased but no timeline given.

What Shoppers Still Need to Know

The $99 annual fee covers basic supermarket and petrol access. However, the actual discounts you receive depend on which LMCT+ loyalty tier you hold. Entry-level members at $19.99 monthly get 40 per cent access to ‘Mates Rates’ discounts, while higher tiers unlock more savings. The full discount structure inside the supermarket has not been publicly detailed.

Final Thoughts

Portelli’s $99 Everyday Saver membership combines petrol and grocery access, undercutting traditional supermarket pricing. The public feud with RS Rewards signals intense competition in the membership discount space, with both players racing to expand.

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