On July 21, 2025, Tesla officially opened its long-awaited retro-futuristic Diner & Drive-In at 7001 Santa Monica Boulevard in Hollywood, Los Angeles, marking a bold entry into the hospitality industry. The two-story, 24/7 venue combines a 1950s-inspired diner aesthetic with cutting-edge Tesla technology, featuring 80 V4 Supercharger stalls, two 45-foot LED movie screens, and the company’s humanoid robot, Optimus, serving popcorn. Elon Musk, Tesla’s CEO, has hailed the diner as “one of the coolest spots in LA” and hinted at plans to replicate the concept in major cities worldwide and at Supercharger sites along long-distance routes if it proves successful.

A Seven-Year Vision Comes to Life

The Tesla Diner project, first announced by Musk in 2018, blends nostalgic elements of classic American drive-ins with futuristic touches, described as “Grease meets The Jetsons with Supercharging.” Initially planned for Santa Monica, the project shifted to Hollywood after regulatory hurdles, taking over a former Shakey’s Pizza site. Construction began in September 2023, led by the architecture firm Stantec, with Tesla’s chief designer Franz von Holzhausen overseeing the customer experience. The diner opened at 4:20 p.m. on July 21, 2025, a nod to Musk’s affinity for cannabis culture references, following a soft opening for first responders and the Southern California Tesla Club.

The 3,800-square-foot lower level and 5,500-square-foot rooftop seating area feature a sleek, curved metal exterior resembling a spaceship, with neon lights and a design evoking Disneyland’s Tomorrowland. Unique touches include bathrooms with windows simulating views of Earth from space and Cybertruck-shaped food containers.

Menu and Features

The menu, crafted by chef Eric Greenspan, a Los Angeles entrepreneur known for New School American Cheese, offers classic comfort food with a Tesla twist. Highlights include:

• Tesla Burger: 1/3 lb. Brandt Beef with “Electric Sauce” on a Martin’s Potato Roll.

• Grilled Cheese and Tuna Melts: Made with New School American cheese.

• Fried Chicken & Waffles: Pickle-brined chicken with maple black pepper mayo.

• Hand-Spun Milkshakes and hot dogs served with fried potatoes.

Tesla owners can order food directly through their in-car screens, with the kitchen starting preparation when vehicles are 15-20 minutes away. The outdoor screens play 30-minute movie clips synced with charging times, with audio accessible via Tesla vehicles’ sound systems. The diner is open to all, not just Tesla owners, with 80 Supercharger stalls compatible with NACS-equipped EVs, making it the largest urban Supercharger site globally.

Public Reception and Challenges

The opening drew significant crowds, with Tesla enthusiasts lining up as early as 6 a.m., some waiting up to 13 hours. Fans like Tracey Kuss, who drove from Beaumont, praised the diner’s unique blend of retro and futuristic elements. However, not all were admitted immediately, as initial access was limited, leading to frustration among some waiting in line.

The project has faced scrutiny amid Musk’s polarizing political activities, including his former role in Trump’s Department of Government Efficiency (DOGE) and recent public disputes. Protests and vandalism targeting Tesla sites have surged, with a 36% drop in Tesla Model 3 sales in California and a 13% sales decline nationwide in Q1 2025. Critics argue the diner’s prominence could make it a target for anti-Musk sentiment, while supporters see it as a bold marketing move to attract new customers.

Future Expansion Plans

Musk is optimistic about the diner’s success, stating 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.” Potential locations include Starbase, Texas (near SpaceX), Austin, New York, Miami, Washington, D.C., and Boston. The diner’s integration into Tesla’s mobile app suggests future digital ordering enhancements, potentially influencing EV purchasing decisions by showcasing Tesla’s ecosystem.

Economic and Cultural Impact

The diner, operated by veteran LA restaurateur Bill Chait, aims to serve 2,000-2,500 customers daily, creating jobs and boosting local tourism. Its design and technology, including Optimus robots, position it as a “paradise for tech lovers,” according to content creator Jacklyn Dallas. However, some nearby residents have raised concerns about the 45-foot screens obstructing views, sparking local debate.

As Tesla navigates a challenging public perception, the diner represents a gamble to merge automotive innovation with lifestyle branding. If successful, it could redefine EV charging as a cultural experience, with Musk’s vision potentially transforming Supercharger stations into global dining and entertainment hubs.

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