Adrian Portelli’s Discount Fuel Strategy: Cash Giveaways, Costco Rivalry, and $1-Per-Litre Sales Spark Controversy and Demand

Australian billionaire Adrian Portelli has opened his first LMCT+ petrol station in Preston, Melbourne, offering discounted fuel exclusively to members of his subscription-based discount and giveaway platform.

The station, located at a former Shell site on the corner of Gower Street and Plenty Road, opened on Thursday, April 23, 2026, and is selling unleaded petrol for $0.99 per litre to LMCT+ members.

Access to the discounted fuel requires either a general LMCT+ membership, which costs between $20 and $100 per month depending on the tier, or a dedicated fuel-only membership priced at $99.99 per year.

Portelli told The Age that the fuel-only membership provides access to petrol at wholesale prices, and that he launched the venture after petrol companies declined to join his discount scheme.

The Preston site is not expected to turn a profit in the short term, with Portelli describing it as a “soft launch” to test his petrol station employees.

“We are not depending on this venture to turn a profit, This proves a soft launch to test our [petrol station] employees,” Portelli said. “Over time, the number of petrol sites will expand. We can’t lose money; otherwise, we will run out of money.”

LMCT+ operates as a subscription platform offering discounts at more than 2,000 businesses, including Ultratune, Elite Supplements, Rip Curl, Betta, Adore Beauty, Interior Secrets, and Frank & Beans Underwear. The platform generates revenue from membership subscriptions and ticket sales for individual cash and prize giveaways.

Until recently, LMCT+ offered three membership tiers, with an entry-level option starting at $19 per month. The fuel station opening coincides with renewed scrutiny over whether the platform’s promotional giveaways constitute an unlicensed lottery, a concern raised by critics and a South Australian regulator.

Portelli’s initiative comes amid national average fuel prices of approximately $2.31 per litre for unleaded and diesel prices exceeding $3 per litre in some areas, positioning the LMCT+ offer as a significant discount for eligible members.

The LMCT+ petrol station in Preston represents the first step in Portelli’s plan to expand a chain of fuel outlets under his brand, contingent on the venture’s financial sustainability.