Adrian Portelli unveils new LMCT+ supermarket venture as fierce war of words erupts between industry rivals

By CAITLIN POWELL - NEWS REPORTER Published: 01:28, 28 May 2026 | Updated: 01:28, 28 May 2026 Billionaire Adrian Portelli has launched a scathing attack on his industry rival as he shared details of how his new supermarket membership would work. The supermarket, tipped to open at IGA Deer Park in Melbourne's western suburbs, was announced by the 37-year-old in April. It will be run as part of Portelli's LMCT+, short for 'Licensed Motor Car Trader', which is a membership-based business offering luxury cars and experiences through subscription prize draws. 'We got the petrol saver membership,' Portelli wrote on his Instagram on Tuesday, referencing his petrol station in North Melbourne.  'We are going to incorporate the supermarkets into that membership, and change the name from a Petrol Saver membership to an Everyday Saver membership. 'So your $99 (a year) will get you access to both the supermarkets and the petrol stations.' Portelli then took aim at his unnamed rivals, claiming: 'It's going to be exciting for that certain few that copy everything we do.' 'Make sure you get your pen and paper out, write everything I'm saying down so you can replicate it and try claim it as your own, you f***ing flop.' Billionaire Adrian Portelli (pictured) has launched a scathing attack on his unnamed rivals The LMCT+ supermarket can be accessed with Portelli's fuel membership One of Portelli's rivals named by Aussies in the comments of the post was RS Rewards, which describes itself as Australia's biggest lifestyle club. Founder Billy Beasley posted a video on Instagram on May 22 announcing that he had bought a supermarket for RS Rewards members. Three days later, he shared a clip from Portelli's video accusing others of copying him and responded, seemingly naming himself as the rival. 'We've been around for five years, LMCT+ has been around for 10 years and we currently have a billionaire that is threatened by us,' he said. 'So threatened, that he had to go out and buy his supermarket early before even rolling out all the petrol stations across the country. 'I think Adrian, buddy, you're missing the point. It's not a race.  'You're not the monopoly man. We want to give back to the people and we want to make it cheaper for everyone.' But the spat between the two giveaway giants has taken a more serious turn over the last 24 hours, with both sides sharing lengthy statements on social media. RS Rewards founder Billy Beasley is pictured with Creative Director Sophie Cox LMCT+ claimed RS Rewards had 'scrapped' its discount coupons on Tuesday in what it described as its 'last public announcement before the lawyers move in'.  'Out of the 2,000 retailers and partners RS Rewards displays coupons for, which is essentially is the core of their business and what customers are paying for, we estimate around 99 per cent have been scraped and/or obtained from online sources/our private platform,' the statement read.  RS Rewards shared its own statement a few hours earlier.  'We acknowledge the recent discussion regarding similarities between aspects of RS Rewards' branding and LMCT+,' it read. 'In relation to our 2,000+ business and affiliate partners, we are currently reviewing the two discounts referenced online internally.  'RS Rewards works independently with each partner featured on the platform, and any issues relating to partner discount codes are taken extremely seriously. 'We also have documentation confirming that RS Rewards made initial enquiries regarding moving into a supermarket location prior to the public announcement of LMCT+ Supermarkets on May 4th.' Portelli has built a large online following through LMCT+ using high-profile giveaways and attention-grabbing promotions. Portelli (pictured) was named by rival giveaway firm RS Rewards about the launch of competing supermarkets Those promotions include steep fuel discounts of just 99 cents per litre at his petrol station earlier this month. Existing and former LMCT+ members will get instant access to the supermarkets and the petrol station under the new plan, he said. The changes are due to be rolled out in the next week or two, with the billionaire saying it is 'a very exciting time' for his company. It recently had its trade promotion licence cancelled by the NSW government. The comments below have not been moderated. 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