Why is Adrian Portelli’s new grocery store trending in Australia?
Portelli launched the LMCT+ Market in Deer Park, a membership‑based discount grocery store that claims to beat Coles and Woolworths on price. The high‑profile opening, his challenge to shoppers to prove cheaper prices, and his controversial public profile have driven online searches.
What happened
- June 2026
Portelli bought the former IGA site in Deer Park for his discount grocery rollout [1]
- May 2026
He first teased the LMCT+ grocery concept on social media [1]
- 10 am, 14 Oct 2026
LMCT+ Market opened to crowds, with a $99 annual membership required for wholesale pricing [1][2]
- 14 Oct 2026
Portelli posted a challenge to beat his prices by 10 % if shoppers find cheaper items at Coles or Woolworths [2]
What you need to know
Members pay $99 per year to shop at LMCT+ and receive discounted fuel and giveaways.
The store promises a 10 % price guarantee against Coles and Woolworths for identical products.
Portelli plans to allocate shelf space to small Australian suppliers alongside major brands.
The opening attracted large crowds, causing a temporary shortage of shopping trolleys.
It is not yet clear how sustainable the price‑guarantee will be as the chain expands and whether the membership model will attract enough repeat shoppers.
Background
Adrian Portelli, known for subscription‑based ventures and high‑profile giveaways, moved his family to Dubai after disputes with Australian regulators, but continues to run Australian businesses [1].
His previous ventures include discount fuel stations where members could buy petrol for as low as 49.9 cents per litre, generating media attention and traffic disruptions [1].
Portelli’s LMCT+ brand previously faced legal action in South Australia over unlicensed trade‑promotion lotteries, resulting in a $40,000 fine, though he was cleared of illegal lottery conduct [1].
Questions people ask
Do I need a separate subscription to shop at the new LMCT+ Market?
If you already hold a general LMCT+ membership from his other promotions, you can use it; otherwise a $99 annual subscription is required [1].
What happens if I find a cheaper price at Coles or Woolworths?
Portelli promises to sell the same item for 10 % less than the competitor’s listed price, provided you show the shelf ticket [2].
Will the store stock only big‑brand products?
Portelli says he will also give shelf space to small Australian suppliers alongside standard commercial brands [1].
Where this came from
Found through Google Trends and drafted with AI from at least two cited sources. Published automatically after passing our automated checks for sources, wording and safety. It may not have been reviewed by a person yet. Report a correction.