Adrian Portelli has unveiled a $1 petrol plan as he takes on Australia’s fuel giants in a bold cost-of-living play. Picture: Adrian Portelli/LMCT+
Adrian Portelli has unveiled a plan to sell petrol for just $1 a litre, taking aim at Australia’s fuel giants in a bold cost-of-living play.
The LMCT+ founder revealed the move in an Instagram video, describing it as part of the “biggest week” of his life as he prepares to launch both a new Channel 7 series and his own petrol station.
Portelli’s first visible LMCT+ fuel site has already emerged in Preston, at the corner of Gower St and Plenty Rd, where a former Shell servo is being rebadged ahead of launch.
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The $1 fuel offer will be limited to members, with a soft opening expected later this week as the rollout begins.
“You guys supported me, I’m going to support you guys,” Portelli said.
“One buck fuel just for my members.”
The My Reno Rules primary sponsor has framed the fuel push as a response to frustration with major petrol chains, which he claims failed to deliver meaningful discounts to everyday Australians.
It sets up a direct challenge to established players, with typical fuel prices sitting well above the $1 mark, raising immediate questions about how the pricing can be sustained.
The first LMCT+ petrol site has emerged in Preston, where a former Shell servo is being rebadged ahead of launch. Picture: Adrian Portelli/LMCT+
The fuel gamble comes as Portelli simultaneously steps into television with My Reno Rules, which premieres tonight on Channel 7, adding another layer of risk to an already high-stakes week.
“Whether you love me or whether you hate me, make sure you tune in,” he said.
“You’re either going to see me take on the big boys and succeed as the underdog or crash and burn.”
Portelli said he was now going head-to-head with “Goliaths” across both media and fuel.
“I’ve gone from being the top dog to the underdog,” he said.
Adrian Portelli has flagged ambitions to expand his fuel network, with supporters already calling for sites across Australia. Picture: Adrian Portelli/LMCT+
Reaction to the Instagram post was immediate, with supporters backing both the TV launch and the fuel play.
“Bring it on!” one commenter wrote.
Another added: “Adrian is for the Aussies,” while others were already calling for the rollout to spread interstate, with one follower posting: “Next servo in SA please … a servo with E85 and good fuel prices would be great.”
Adrian Portelli joked about taking on Jacinta Allan, sharing a poll asking followers to choose the next Victorian premier. Picture: Adrian Portelli/LMCT+
Earlier on Monday, Portelli also joked on Instagram about taking on Jacinta Allan, sharing a tongue-in-cheek poll asking followers to choose between “Portelli” and “Allan” for the Victorian premier’s job.
The response highlights just how raw fuel pricing remains for households, with motorists increasingly frustrated by high bowser prices and hungry for anything that promises relief.
Whether Portelli’s $1 petrol push becomes a genuine disruptor or a short-lived stunt now looms as the real question, and for drivers paying far more at the pump, it’s one many will be watching closely.”
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david.bonaddio@news.com.au