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5d ago

Tesla’s Retro-Futuristic Diner Debuts as Brand Revival Play in Los Angeles

The diner runs nonstop in a retro setting staffed by Optimus robots, featuring charging stations alongside a merchandise shop to strengthen Tesla’s lifestyle brand as global expansion aims to counter slowing EV demand.

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An attendee eats the Tesla burger from a Cybertruck-inspired box during the opening of the Tesla Diner in Los Angeles on July 21. The retro-futuristic restaurant serves up diner classics, including “epic bacon,” tallow-fried french fries, and hot dogs.
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Overview

  • The first Tesla Diner opened July 19 on Historic Route 66 in LA, converting a former Shakey’s into a 24/7 venue with movie screens and 80 Tesla charging stations.
  • Patrons have endured lines exceeding an hour for items like epic bacon fries and Cybertruck-themed tuna melts, with social media praise for certain dishes alongside reports of disorganized service and steep prices.
  • Elon Musk tweeted that if the concept succeeds, Tesla will roll out similar diners in major cities worldwide and at Supercharger locations on long-distance routes.
  • Wedbush Securities analyst Dan Ives called the diner a key element of Musk’s vision to build an all-encompassing brand spanning cars, homes, restaurants and AI.
  • Tesla’s EV registrations in California have declined for seven straight quarters, falling 18.3% year-to-date, even as its robotaxi pilot remains delayed and under scrutiny.