Elon Musk's 'Tesla Diner' has opened in Los Angeles, USA. This restaurant that sells burgers and fries is not just a restaurant, but is planned as a technological complex space with a movie theater, Supercharger charging station, and robot service.
Tesla Diner, with its concept of “retro futurism,” is run by celebrity chef Eric Greenspan and offers a modern take on “classic American diner food,” including the Tesla Burger, chicken waffles, and epic bacon. Prices range from $4 to $15, which is similar to nearby restaurants. The menu is available 24 hours a day, and some dishes are served in Cybertruck boxes. Servers greet guests on roller skates, and 60s animations like “The Jetsons” are shown on a large screen.
When you park your Tesla vehicle, you can hear the sound of a movie through the screen inside the vehicle, and the video will automatically play according to the charging time. It is also the world's largest urban charging station with 80 superchargers installed, and Tesla's humanoid robot Optimus will perform a performance to serve popcorn.
This opening marks the culmination of six years since Musk first envisioned the Tesla Diner in 2018. Tesla plans to update the menu to allow in-vehicle kiosks to be used for ordering, and a second location is also slated to open near SpaceX’s Starbase in the future.
Dan Ives interpreted this project as part of Tesla’s strategy to expand its identity, saying that this project is not simply a foray into the restaurant business, but “a blueprint for Musk to build a comprehensive brand ecosystem that extends from cars to homes to restaurants to AI.” He added that “Musk is now a CEO in a wartime situation, and he is stepping in to revive the brand.”
Tesla has been struggling lately with seven consecutive quarters of declining California sales and delays in expanding its robotaxi fleet. However, the launch of this diner is a new customer acquisition strategy based on ‘brand loyalty’ and shows the potential for another growth axis for Tesla in the future. Musk said, “We plan to expand this space with delicious food, a good atmosphere, and charging to major cities around the world.”
