Elon Musk is officially in the restaurant business.
The long-awaited Tesla Diner opened in Los Angeles last week offering an all-day menu of grilled cheese ($9), burgers ($13.50), tuna melts ($14) and beef-tallow fries ($4) served in Cybertruck-shaped packaging.
It’s part restaurant, part Tesla charging station and part experiential marketing ploy for the Musk-founded electric car maker and its products.
The diner promises 80 supercharger stalls around the building.
Looking like something straight out of “The Jetsons,” the gleaming two-story 250-seat restaurant is surrounded by electric car chargers, where Tesla drivers can plug in, order from the Tesla app and watch one of two giant movie screens while they wait for a text that their food is ready. On a recent visit, the movies were a mix of old black-and-white classics, cartoons (“The Jetsons,” of course) and Cybertruck commercials. The diner is open 24/7.
On Monday at lunch, a line formed down the block for walk-in customers, who waited nearly two hours for the experience.
Tesla staffers walked the line, selling branded merch with a hand-held point of sale system. Among the offerings: hats, hoodies, Tesla Bot action figures, and—for reasons no one could really explain—some kind of Tesla-branded gummies.
Once (finally) at the door, guests were directed to three digital kiosks (of which, only two were working) to place their order and pay. Though it was Week Two, the kitchen was still working out kinks. Many items on the menu were no longer available, and the only side on offer was the beef-tallow fries.
Children were also very disappointed to learn that a Tesla robot that had reportedly been serving up popcorn was “taking a day off,” the host said. “He’s very tired.” (Though some robots were on display, behind glass.)
Once their order is in, guests are free to explore while they wait for a text that their food is ready.
The ground level features curved Jetsons-style booths with white tables and black-leather seats. Up a narrow, curved staircase is the Skypad, the circular terrace offering views of the giant movie screens—and probably the glittering lights of the West Hollywood skyline at night.
(Guests are only allowed to walk up the narrow staircase. Those going down, must take the elevator to avoid collisions with people carrying food and drinks.)
The two giant movie screens can be seen from almost everywhere on the terrace.
The meals are packaged in a cardboard box shaped like a Cybertruck, wide enough to serve as a makeshift hat, for those inclined.
Food comes in cardboard boxes shaped like Cybertrucks.
The menu was developed by chef Eric Greenspan, who was known for the restaurant The Foundry, that became known for its grilled cheese. Greenspan also pioneered delivery-only concepts with his company Alt/Grub/Faction before working with Virtual Dining Concepts, which once partnered on the MrBeast Burger concept.
Also involved is restaurateur Bill Chait, who is known for backing high-end Los Angeles restaurants like Republique, Otium and Bestia.
The opening of the Tesla Diner, however, was not celebrated by all.
Musk for a few months was a right-hand man to President Donald Trump. Musk was tasked with creating the Department of Government Efficiency, or DOGE, which has systematically culled thousands of jobs from federal agencies. Though Musk and Trump later had a very public falling out, DOGE's work has continued and the billionaire tech mogul remains a polarizing figure. Protesters have targeted Tesla dealerships around the country for months.
And here in Los Angeles, protesters also lined the streets next to the diner over the weekend, according to social media posts. At one point, giant inflatable Air Dancers dressed like Nazis were rigged to give Hitler salutes, a reference to Musk’s appearance of having done the same in an enthusiastic moment while at the White House.
@dailymail Protestors set up outside Elon Musk's Tesla Diner in Los Angeles That included inflatables of the tech mogul performing a hand motion reminiscent of the gesture he was widely criticized for making at Donald Trump's inauguration. 🎥 Jonathan Green #news#tech#elonmusk#tesla♬ original sound - Daily Mail
Those protesters were not evident on Monday, though one passing car yelled out “Losers!” to those standing in line. Security throughout the restaurant was prominent.
Musk has reportedly hinted that the diner would serve as a model for Tesla charging stations around the country. But the multi-company entrepreneur has made similar promises about other new ideas (Underground high-speed trains? Brain chips to cure disease? New political parties?) that have yet to come to fruition.
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