Business · Companies · 3 hrs ago
Adrian Portelli opens a membership-based supermarket in Melbourne
Adrian Portelli opened LMCT+ Market in Deer Park, west of Melbourne.
The store is part of his LMCT+ subscription service and is presented as a challenger to Coles and Woolworths.
Shoppers need a membership barcode to enter, and annual plans start at $99, with a top tier costing $999.
The store sells everyday groceries alongside premium products, including Wagyu burgers and imported olive oil.
Some staples cost less than comparable items at Coles and Woolworths: examples include bread, eggs and beef mince.
Prices were not lower across every item, and some comparisons involved different brands.
The store aims to offer savings amid Australia's cost-of-living pressures, but shoppers must weigh those prices against the membership fee.
Adrian Portelli has opened an LMCT+-branded supermarket called LMCT+ Market in Deer Park, west of Melbourne.
Customers must scan a membership barcode linked to Portelli’s subscription service to enter.
Membership starts at $99 a year and rises to $999 for the annual elite level.
Portelli has promoted the store as a challenger to Coles and Woolworths, with discounts of up to 10 per cent on many products.
A Daily Mail visit found a mix of discounted grocery staples and premium products, with some items cheaper than comparable products at major supermarket chains.
- Who
- Adrian Portelli opened the LMCT+ Market.
- What
- It is a membership-based supermarket. Customers need to scan a membership barcode to enter.
- When
- Not stated
- Where
- Deer Park, about 25km west of Melbourne.
- Why
- Portelli has presented it as a challenger to Coles and Woolworths, offering discounts amid cost-of-living pressures.
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- Store
- LMCT+ Market
- Location
- Deer Park, 25km west of Melbourne
- Entry
- Membership barcode required
- Starting membership fee
- $99 per year
- Highest stated annual membership fee
- $999 for the elite level
- Discount offer
- Up to 10 per cent on many products
What people are saying
It's day one of the supermarket and it's fair to say that I'm bored. I'm coming in absolutely swinging, it's time to stop playing games.