Australians are being urged to cut back on fuel use as prices climb, but Melbourne billionaire Adrian Portelli says he is taking a different approach – launching his own chain of discounted petrol stations.
“I’m here to fk st up,” the LMCT+ founder wrote on Instagram.
“The big players in the petrol game didn’t want to give you guys discounted fuel … so I went out and bought my own.”
Portelli, whose net worth is estimated at around $1.4 billion, has unveiled his first LMCT+ petrol station, with plans to roll out up to 50 sites across Australia.
The stations are expected to offer discounted fuel for LMCT+ members.
The move comes as Australia faces ongoing fuel supply pressures following tensions in the Middle East.
Energy Minister Chris Bowen has confirmed a series of measures aimed at easing pressure, including underwriting fuel shipments, lowering fuel standards, halving the fuel excise and urging Australians to reduce consumption.
Prices have risen sharply, with diesel among the hardest hit, with motorists already paying more than $3 per litre in some areas
By contrast, prices promoted on LMCT+ channels suggest fuel could sit between $1.79 and $1.99 per litre for members.
Portelli has been documenting the development of his first site on social media, showing construction crews transforming what appears to be an older service station into a heavily branded LMCT+ outlet.
Images show fencing wrapped in “want cheaper fuel?” banners, QR codes directing customers to sign up, and large digital boards displaying fuel prices.
The site also features multiple pumps, oversized screens and a “rewards hub” linked to the company’s membership program.
The concept suggests the stations will operate as “rewards hubs”, connecting discounted fuel with LMCT+ promotions and giveaways.
Australians have flooded the comments, with many welcoming the prospect of cheaper fuel while venting frustration at current prices.
“Bro can you replace albo,” one user wrote.
Another added: “This is exactly the kind of leadership Australia needs … you’re changing people’s lives.”
“Man I’ll drive across town just to fill up with you,” another user wrote.
“Can’t wait to fill up the van at this place,”
Others questioned how the model would work.
“Ok quick question where you gonna get the fuel from … are you going to charge through the roof,” one user wrote.
“What a time to build a servo,” another said.
Portelli said negotiations are already underway for 50 additional sites, including locations outside Victoria, with a national rollout expected to begin soon.
Image: Instagram
