{"id":928517,"date":"2026-10-15T02:06:12","date_gmt":"2026-10-15T02:06:12","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/928517\/"},"modified":"2026-10-15T02:06:12","modified_gmt":"2026-10-15T02:06:12","slug":"adrian-portelli-australian-billionaire-opens-supermarket-in-melbourne-to-compete-with-woolies-coles","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/928517\/","title":{"rendered":"Adrian Portelli: Australian billionaire opens supermarket in Melbourne to compete with Woolies, Coles"},"content":{"rendered":"

Australian billionaire Adrian Portelli has opened a supermarket in Melbourne, promising to give \u201cfarmers a chance\u201d in an attempt to take on the country\u2019s supermarket giants.<\/p>\n

Portelli\u2019s supermarket, LMCT+, was opened in the western suburb of Deer Park on Tuesday, and claims to stock locally-sourced goods and produce.<\/p>\n

Portelli took to social media on the day of the launch, announcing a 10 per cent price match guarantee which he claims will \u201csend shockwaves\u201d through the supermarket industry.<\/p>\n

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\u201cI will beat it by 10 per cent if it\u2019s more expensive than Coles and Woolies. . .that\u2019s how confident I am about the prices,\u201d Mr Portelli said.<\/p>\n

Reactions were mixed when a 7NEWS crew interviewed the many shoppers who flooded the Deer Park store.<\/p>\n

\u201cFor a mid-week shop like that, we\u2019re usually spending at least $20 to $25 more,\u201d one shopper said.<\/p>\n

Another shopper appeared to dispute Portelli\u2019s claim that prices at LMCT+ are lower than Coles or Woolworths.<\/p>\n

\u201cSome of the prices are good, some are very disappointing,\u201d the shopper said.<\/p>\n

The supermarket, along with Portelli\u2019s range of LMCT+ petrol stations, is membership-based, setting shoppers back $99 annually to use the store.<\/p>\n

Portelli claims neither of his business ventures are making money and that his \u201cmain focus\u201d is accruing more members.<\/p>\n

\u201cIt\u2019s a membership game. I\u2019m on side quests at the moment. . .It\u2019s just a bit of fun for me seeing what we can do, how far we can push it,\u201d he said.<\/p>\n

\"PortelliPortelli owns a range of petrol stations as well as his new LMCT+ supermarket. Credit: Andrew Henshaw NewsWire\/NCA NewsWire<\/p>\n

\u201cA lot of a lot of people think there\u2019s a hidden agenda, but I wouldn\u2019t be doing supermarkets if there was a hidden agenda.<\/p>\n

\u201cThere\u2019s no margins here, so it\u2019s definitely easier to make a quid out there.\u201d<\/p>\n

Portelli moved to Dubai from Australia this year, taking ire with with the Albanese Government\u2019s leadership, but denied he was \u201cabandoning\u201d his country.<\/p>\n

\u201cAustralia is genuinely finished under its current control and leadership in the form of the government and media,\u201d he said.<\/p>\n

\u201cI\u2019m on a mission to run the show as well as hold the people running this country accountable for the position we find ourselves in today.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Australian billionaire Adrian Portelli has opened a supermarket in Melbourne, promising to give \u201cfarmers a chance\u201d in an…\n","protected":false},"author":2,"featured_media":928518,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[64,63,99],"class_list":["post-928517","post","type-post","status-publish","format-standard","has-post-thumbnail","category-business","tag-au","tag-australia","tag-business"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/928517","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=928517"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/928517\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/928518"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=928517"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=928517"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=928517"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}