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3 months ago
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video Facing declining sales and a tarnished reputation, EV manufacturer Tesla is looking to a new industry to generate some revenue: Fast-casual food service.
Tesla opened a 24/7 diner in West Hollywood, California, on Monday that CEO Elon Musk described as "an island of good food, good vibes and entertainment" on a lot lined with 80 Tesla V4 superchargers beneath solar canopies.
"If our retro-futuristic diner turns out well, which I think it will, Tesla will establish these in major cities around the world, as well as at Supercharger sites on long distance routes," Musk said in a post on X.
The Tesla Diner welcomes those who don't own Tesla vehicles and is willing to charge cars manufactured by anyone whose ports are compatible with Tesla's charging cables. No EV means no parking in the diner's lot, though - gas-guzzlers will need to use street parking or a nearby garage, according to Tesla's FAQ page for the diner.
Seating for 250 people is available in the Tesla Diner's first and open-air second floor (sorry - that's the "Skypad"); those opting to sit up top will be subjected to get to experience "movies, content and special features" broadcast on two 66-foot LED screens set up outside the diner. Content being broadcast on the big screens will also be streamed directly to Tesla infotainment systems via the new Diner app, which can also be used to order food.
Other entertainment, according to press photographs captured at the cafe over the weekend, includes an Optimus robot serving popcorn. There's also merchandise, including an Optimus action figure, gummy candy, and other company swag.
Tesla "Optimus:" On sale now! - Click to enlarge
As for the sort of diner fare being served at the one and only Tesla Diner, it's typical low-end American cuisine with your usual modern culinary twists, like chili made with Wagyu beef or a burger that includes something called "Electric Sauce."
All served in a Cybertruck-shaped box, naturally.
If you're looking to visit as a vegetarian, Tesla noted there are "multiple vegetarian options available," though the selection is quite limited, and even the fried goods are dunked in beef tallow instead of vegetable oil.
According to reports from the opening of the diner yesterday, lines were massive when the doors opened at … sigh … 4:20 PM local time.
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Tesla sales have been in a slump for a while now, no small part of which can be attributed to Musk's brief political career and the resulting fallout from his public feud with President Donald Trump.
That said, Tesla wasn't exactly performing at its best before Musk took a hard right turn - sales were slipping for a while before that around the world and in the US, where Tesla last year fell below 50 percent of US EV market share for the first time. Blame increased competition from American and lower-cost Chinese manufacturers, combined with a stale (or failed) lineup and a polarizing CEO.
But lest you think the Tesla Diner was some last-minute attempt to drum up hype, it most absolutely was not: Back-of-the-napkin crazy as a Tesla-themed diner may seem, Musk has been chatting it up since 2023.
"Our Tesla futuristic diner (Grease meets The Jetsons with Supercharging) in LA should be ready later this year," Musk said in a post on X in August 2023. Well, that's one promise fulfilled, albeit a couple of years late - and hey, technically [an] Optimus [shaped toy] is for sale at the diner. That's as close as we might ever get to an actual Tesla bot, so call that a win if you want. ®
