The new Tesla diner.
Image: Elon Musk
When Elon Musk first tweeted in 2018 about opening an “old-school drive-in, roller skates & rock restaurant” at a Tesla Supercharger station, many dismissed it as another eccentric flight of fancy. But now, that vision has materialised in Los Angeles as the Tesla Diner, a retro-futuristic fusion of mid-century Americana and 21st-century charging infrastructure.
And it may be Musk’s most unexpected innovation in customer experience yet.
Located on Santa Monica Boulevard in West Hollywood, the Tesla Diner is no ordinary eatery. It’s a fully integrated entertainment and charging destination, combining fast casual dining, digital-first experiences, and an almost cinematic immersion into nostalgia, with a twist.
Picture chrome finishes, neon lights, curated 1950s rock playlists, and roller-skating servers delivering burgers and milkshakes, all while your EV gets juiced up at the on-site Supercharger hub.
Open 24/7, the two-story complex includes a retro diner, rooftop seating with LED screens showing cult classic films, and a digital ordering system synced to your Tesla app. Once your vehicle is plugged in, you can check wait times, order food, or reserve a movie screen slot—all from your car’s dashboard.
This hybrid experience feels like something between a Space Age drive-in and an Apple Store. It’s not just convenience Tesla is after, it’s captivation.
For years, Starbucks has dominated the concept of the "third place", a spot between home and work where people connect, recharge, and unwind. Tesla seems intent on redefining that idea for a post-commute, EV-dominated future. The diner isn’t just about selling fries or flipping patties. It’s about creating a branded environment where charging your vehicle becomes a leisure activity, not a chore.
With EV charging times still significantly longer than traditional refuelling, Tesla is leaning into the opportunity to reshape the waiting experience.
“If customers are going to be stationary for 30–45 minutes, why not make it memorable, and monetise it?” Tesla spokesperson said.
The hope is that the diner will be a testbed for immersive supercharger stations of the future.
Tesla’s venture into hospitality may appear off-brand at first glance, but it’s consistent with Musk’s long-term strategy: make Tesla more than a carmaker. Much like how Apple became a lifestyle brand by designing seamless, aspirational experiences across devices, Tesla is expanding its ecosystem beyond the vehicle.
From its in-car entertainment system with Netflix and arcade games to its flirtation with home energy products and now food service, Tesla is building out an identity that’s as much about how you live as what you drive.
Of course, a diner in one US city is a far cry from a national chain.
Tesla hasn’t announced plans for a broader rollout yet, but if the West Hollywood location proves successful, it could set the template for experiential charging destinations in urban centres and travel corridors alike.
And in a world increasingly dominated by speed and digital detachment, the Tesla Diner’s unapologetically analogue vibe, complete with roller skates and jukebox hits, might just be the unexpected disruption no one saw coming.