In West Hollywood, California, a new diner that blends retro-futurism and cinema is taking shape, envisioned by Tesla’s Elon Musk as a unique destination for electric vehicle drivers. This ambitious project, complete with shiny metal siding and a flying saucer on the roof, also features two outdoor movie screens that show films designed to match the time it takes to charge a Tesla — approximately half an hour. Musk described the venture in 2023 as "Grease meets Jetsons with Supercharging," promising an experience where diners can enjoy films while their vehicles are charged, with meals delivered by roller-skating carhops, inspired by classic diners and drive-in theaters of the 1950s and 60s.
The construction began in 2023 and was designed by the architecture firm Stantec, with plans detailed in a building-permit application filed in 2022. Despite the innovative concept, attracting skilled chefs to run the diner has proven difficult due to stringent non-disclosure agreements (NDAs) that prohibit them from discussing the project openly. According to sources within the industry, this has fostered an air of mystery surrounding the diner. Notably, renowned culinary talents like Caroline Styne and Suzanne Goin of the Lucques Group were approached by Tesla but ultimately declined, citing insufficient economic incentives and the lack of a liquor license as significant deterrents. Styne even switched from a Tesla to an electric BMW, expressing a changing opinion about the car company.
However, not all chefs are shying away from the opportunity. Chef Walter Manzke, known for his work at République in Los Angeles, expressed excitement about the project, noting that his wife is considering buying a Tesla. Similarly, Chef John Fraser of JF Restaurants highlighted his interest in redefining how food service interacts with modern conveniences, stating, “Any time that a location or a food-service style changes the way that food and beverage incorporates into our lives, I want to be involved in it.” This sentiment reflects a divide within the culinary community over partnering with Tesla amidst the wavering public perception of Musk, particularly as protests have surfaced against him and the company, as well as a significant drop in Tesla's stock price.
The hesitance among chefs can also be linked to changing views about the brand. Once seen as a paragon of environmentalism, Tesla's reputation has suffered from Musk's controversial political engagements and business decisions. Chef David Chang acknowledged this polarization, saying, “I wouldn’t imagine most of my friends saying yes to this, but I couldn't imagine them wanting to say that publicly either.” This fear permeates the restaurant industry, where chefs navigate increasingly complex public opinions about the establishments and individuals with whom they choose to associate.
The decision to structure a diner where patrons can watch movies from a charging station creates a fascinating juxtaposition of traditional dining experience with modern technology. Many hope that this could redefine the concept of fast food or casual dining at gas stations, particularly in an era where electric vehicle usage is surging, yet still faces hurdles of infrastructure. Notably, this comes at a time when Tesla's vehicle registrations in California dropped by 12% last year, raising questions about the company's long-term viability in a changing market.
In a previous attempt, Shake Shack reached out to Tesla to discuss placing charging stations in their parking lots before opening their first Los Angeles location in 2016, but Tesla was not interested at the time. Reflecting on this past, Danny Meyer, co-founder of Shake Shack, noted how his brand's perception of Tesla has changed in light of Musk's actions. “That’s not a frame I would choose,” Meyer said, contrasting how he might have felt about Tesla a decade ago, emphasizing how public sentiment has shifted significantly.
As many members of the culinary community grapple with their positions on collaborating with Musk, one thing remains clear: if the diner does open its doors, it could likely attract attention due to Tesla's renowned marketing prowess and high-profile image. The allure of an innovative dining concept could potentially reshape perceptions surrounding not only Tesla but also the evolving landscape of electric vehicle infrastructure. However, with the tumultuous state of Tesla's public relations and Musk's controversial presence, the diner faces the challenge of bringing together diverse culinary perspectives while navigating the polarized atmosphere surrounding its creator.
The anticipation grows as the public wonders about the diner’s opening — a unique blend of nostalgia and futurism, possibly setting the stage for a new era in how we connect, eat, and unwind during battery charging times. Will this diner deliver a revolutionary experience or face a rocky start in a society sharply divided on Tesla and its founder?
