Adrian Portelli opens first discount supermarket he says will take on Coles and Woolworths. But there’s a catch

Controversial Melbourne entrepreneur Adrian Portelli has officially entered Australia’s retail grocery sector, opening his first supermarket in Deer Park, in Melbourne’s western suburbs.

The supermarket marks the first physical store in a planned discount grocery rollout under Portelli’s LMCT+ brand. Originally an IGA store, the businessman confirmed he had acquired the site in June 2026, having first teased his grocery store concept in May.

Similar to Costco, customers need to become a member of Portelli’s LMCT+ brand to access the savings. Those who already hold a general LMTC+ membership from Portelli’s trade promotions and rewards clubs can use their existing memberships to shop there, without needing a separate subscription.

The cost is $99 per year which he says unlocks access to the wholesale grocery pricing, as well as discounted fuel, and promotional giveaways.

Portelli, 36, has become well known for his subscription-based business models for previous ventures which have included technology, mobile apps, real estate, property development, petrol, consumer brands and event investments.

When promoting this latest discount grocery concept, Portelli promised to beat Coles and Woolworths prices, adding that he plans to offer shelf space to small Australian suppliers alongside standard commercial brands.

To mark its opening, he also promised to discount grocery items by a further 10 per cent if shoppers find them cheaper in Coles and Woolworths supermarkets.

Portelli’s latest business venture comes after a series of controversies which saw the businessman relocate to Dubai. The Melbourne man first found fame as a buyer on The Block, before making headlines in South Australia due to legal troubles over his promotions company and then his expansion into fuel-discount ventures.

South Australia’s Consumer and Business Services (CBS) hit Portelli and his parent company, Xclusive Tech Pty Ltd (operating as LMCT+), with multiple charges over conducting unlicensed trade promotion lotteries between January 2023 and May 2024.

Under South Australian law, trade promotion lotteries offering major prizes over $5,000 (such as luxury vehicles, cash, and luxury real estate) require specific state licenses and cannot charge entry fees beyond standard purchase values.

Portelli was ultimately cleared of running illegal lotteries, but his business was fined $40,000.

More recently, Portelli was criticised for a free petrol giveaway stunt in April which caused traffic gridlock in Preston, Melbourne when he launched his first LMCT+ subscription petrol station on the corner of Plenty Road and Gower Street in Preston.

He initially offered fuel at 99 cents per litre to members. A week later, he slashed prices further to 49.9 cents per litre.

Beyond giveaways, Portelli has gained a reputation for high-profile public cash and fuel giveaways.

Portelli recently announced he had moved his personal base and family to Dubai, stating the move had been in development for three years and was declared to the Australian Taxation Office (ATO).

He cited frustration with Australian government regulations, tax policies, and regulatory scrutiny (including ATO and trade promotion investigations), claiming the system “cracks down” on successful entrepreneurs.

Despite his personal move overseas, Portelli said he isn’t abandoning his Australian investments, businesses or local staff, which continue to operate in Australia.