Elon Musk has now entered the restaurant industry, and he’d done it as only Musk would. On July 21, his first of what could be many Tesla Diners opened in Hollywood. As you can imagine, it looks a little like a spaceship with 80 Superchargers in its parking lot. Your dinner is served in Tesla Cybertruck-shaped boxes. If you need to go to the restroom, be prepared for feeling like you’re on SpaceX’s Starship craft.
According to the LA Times, not everyone is happy, with some Angelenos committed to finding a way to get him and his restaurant to leave the area. For electric car owners, it’s the place to be, with two 45-foot screens that show a rotation of movies and TV shows while they charge up their cars.
With the line circling the block, it’s clear that the two-story, steel-covered restaurant is where it’s happening for Tesla fans.
A Long Wait
They traveled for hours and then waited in line for the opening of a restaurant that promises to keep its doors open 24/7. Bill Chait, a co-operator, along with Eric Greenspan, chef and co-operator, are at the helm, if a spaceship has a helm. These two operators are the main forces behind the diner, which first emerged on paper in 2018.
Chait is a seasoned restaurateur who has opened several restaurants in the Los Angeles area. Greenspan, who operated the Foundry on Melrose, among others, also helped open MrBeast Burger.
Musk posted on X, “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. An island of good food, good vibes & entertainment, all while Supercharging!”
Is the Food Worth It?
While the main calling card may not be the nostalgic American fare, much has gone into its creation. The Tesla Smash Burger is a diner-style burger with a caramelized crust, made with prime Brandt Beef, and topped with New School American cheese, caramelized onions, and Electric Sauce.
Other options include the Tuna Melt with wild-caught albacore tuna, the Diner Club with roasted turkey, Epic Bacon, blistered cherry tomatoes, avocado, and maple black pepper mayo, and the Fried Chicken & Waffle sandwich.
You can dine in or stay in your car and receive service from carhops on roller skates. The large rooftop dining area lets you watch movies while enjoying your meal. There’s even a robot making popcorn to accompany the show.
The purveyors were uniquely chosen for their range, which is accessible with a single charge. These suppliers provide the eggs, produce the wagyu chili, and deliver the bread. According to the company, they are focused on sustainable options with local, organic products.
Advanced Technology, Of Course
Orders can be placed up to 24 hours in advance. When a Tesla enters a defined perimeter, the geofence system alerts the kitchen to prepare the order.
If you arrive in a Tesla, you’ll find you can order food right from the car screens, and the audio from the movies syncs with the in-car sound systems.
Are you ready for a Tesla Diner in your area? If you live in an area where motorists frequently need to charge their electric vehicles, I suggest you prepare.
To Tip or Not to Tip
Patrons cannot provide tips. Instead, the company pays 20% of total sales as a gratuity to staff in both the BOH and the FOH. Currently, that amounts to about 140 people.
Why Restaurants?
Many people are wondering why a technology company with a trillion-dollar value would venture into the restaurant industry. But, if you think about it, the restaurant industry has always called in the ultra-wealthy. Robert De Niro is a co-founder of the Nobu chain. The Wahlberg brothers opened the Wahlburgers chain. Susan Sarandon is a co-owner of SPiN, a chain of ping-pong themed restaurants and bars. Larry Ellison, co-founder of Oracle, opened Nikita in Malibu. And on it goes
It’s an industry that calls to many, like the Sirens in Greek Mythology. And, if you’re Elon Musk, it offers the ideal venue for Superchargers, movies, and technology-driven customer service.
