Tesla and Elon Musk have been disruptors in the auto industry. Having bet on EVs over 20 years ago, the company became the leader in the EV segment and Musk became very, very rich too. So doing things differently seems to have paid off (notwithstanding the change in fortunes in recent times).
Now the company has embarked on something different again – in the food & beverage (F&B) business. While car companies are known to associate with fast food chains and brands in marketing campaigns, Musk has decided to establish his own diner with the Tesla brand.
First announced in 2023
He announced it at the Investor Day in September 2023 but it has taken almost two years to open because of delays in getting approval from the authorities. The plan was for a Supercharger site which would include a diner but when approval was delayed, only the Superchargers were set up.
Eventually, approval was given for the site that used to have a Shakey’s Pizza restaurant. The application was for a ‘Restaurant, drive-in theatre and DC-fast charging station’ on the site located in Santa Monica Boulevard, along the historic Route 66 highway. There are differences from the original design that was proposed but the retro futuristic theme is maintained.
Not only for Tesla owners
Although Tesla has made the brand semi-exclusive in some ways (like the Superchargers could only be used by Teslas before), the diner is not a ‘Tesla owners-only’ establishment. There are 80 V4 Superchargers around the site but anyone with any car brand is welcome (good for business, of course). However, only vehicles that are to be charged can park on the site.
The Tesla Diner has the largest urban Supercharging station in the world. Solar canopies offer shade, helping to reduce carbon emissions from the site by about 12 million kgs of CO2 per year. EVs of other brands with NACS ports can also be recharged at the Superchargers.
Food service to cars too
Inside the 2-storey building is seating for around 250 people who can order typical American fast food at any time of the day. Orders can be made at the counter or even from the car (only with the Tesla app, of course), with delivery right to the door, drive-in style.
Besides food and drink (no alcohol), there’s also exclusive Tesla Diner merchandise and a Tesla shop selling accessories and other stuff. All payments can only be done electronically as cash is not accepted, and Tesla owners can also make payment via the app.
Free movies too
From the upper level, patrons can enjoy views of the City of Angels as well as watch movies on two 20-metre LED screens located on either side of the building. The screens are visible from the parking bays as well so it also has a drive-in theatre atmosphere. The movies can also be streamed to the display inside a Tesla. The movies, which are free, will be ‘everything from classic sci-fi films to SpaceX rocket launches will be shown’, the company says.
Depending on how the business goes, Tesla plans to open similar diners in other cities with the same concept. Before the opening, Musk said that the diner would be ‘Grease meets The Jetsons with Supercharging’, and promised to offer ‘an island of good food, good vibes & entertainment’.
