Australia’s fuel retail sector may be on the cusp of another shake up, with entrepreneur Adrian Portelli moving from online promotions into physical service station ownership. The first LMCT+ branded petrol site has begun taking shape on a high traffic intersection in Preston, Melbourne, marking the brand’s first visible step into fuel retail.
The location sits on one of Melbourne’s busiest arterial corridors and has already attracted attention due to new signage and branding appearing at the former Shell site. For many in the industry, this confirms that long discussed plans around an LMCT+ fuel network are now becoming reality.
Why this matters to service station operators
LMCT+ has built a large and highly engaged membership base through giveaways and rewards driven marketing. The move into fuel retail signals a strategy that extends well beyond selling fuel alone. Early messaging suggests these sites will be positioned as member focused destinations that connect fuel discounts with broader rewards and promotions.
For independent service station owners, this highlights a growing trend where fuel is increasingly used as an entry point rather than the primary product. Customer loyalty, perceived value and engagement are becoming just as important as price on the sign.
Location and traffic fundamentals still rule
From a commercial perspective, the Preston site makes sense. It sits near Bell Street, which carries tens of thousands of vehicles each day. Strong traffic flow, clear visibility and easy access remain critical ingredients for any successful service station, regardless of brand or concept.
This reinforces a key lesson for independents. While branding and marketing are evolving rapidly, the fundamentals of site selection and forecourt design continue to drive performance.
Fuel demand remains resilient
Despite ongoing discussion around electric vehicles, demand for traditional fuels remains strong. Hybrid vehicle sales continue to grow and fuel margins have remained steady. This supports the view that well positioned service stations remain viable and attractive assets in the near to medium term.
Land value, lease security and long term use flexibility continue to underpin the value of service station sites. In many cases, the real strength of a fuel business lies as much in the property as it does in the fuel margin itself.
What ServoPro members should take from this
The emergence of LMCT+ fuel sites is not just about another brand entering the market. It reflects broader shifts that all independent operators should be paying attention to:
• Customers are increasingly motivated by value, simplicity and rewards
• Fuel alone is rarely enough to differentiate a site
• High traffic locations remain essential
• Loyalty fatigue is real and customers are open to alternatives
• Brand trust and engagement can move quickly when backed by a strong following
For ServoPro members, this is a reminder to regularly review customer experience, loyalty offers, pricing strategy and site layout. The competitive landscape is evolving and those who adapt early are best placed to stay ahead.
While Preston may be the first visible LMCT+ site, few in the industry believe it will be the last. Whether the rollout is rapid or measured, it is another sign that fuel retail in Australia continues to change, and independent operators should stay informed, alert and proactive.
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