Tesla Diner: Fast Food Meets Futuristic Flair
Historic Ground Transformed
They paved the iconic Shakey’s Pizza Parlor on Santa Monica Boulevard and replaced it with something far more modern. The once-beloved family restaurant has given way to a sleek parking lot that boasts 80 electric vehicle charging stations, two gigantic movie screens showcasing clips from The Twilight Zone, and a 24-hour diner known as the Tesla Diner.
The Diner’s Grand Opening
Just last week, the Tesla Diner officially opened its doors in Hollywood, igniting headlines and drawing long lines of eager customers, Tesla enthusiasts, and curious onlookers armed with their smartphones and cameras. This new establishment has quickly become a hot topic of conversation, not just for its tech-savvy features but also for the protests it has spurred.
A Platform for Brand Activation
More than just a diner, this venue serves as a brand activation for Tesla, a company that has become synonymous with innovation and data surveillance. Capitalizing on the restaurant experience, patrons are encouraged to document their journey—a fitting twist that reflects the company’s ethos.
Musk’s Vision for the Future
Owned by Elon Musk, the Tesla Diner is the first of what he envisions to be a global chain of "retro-futuristic" diners. Musk shared this ambition on X, the platform he also manages. However, the restaurant feels more akin to a Las Vegas casino than a traditional diner where you’d enjoy a comforting slice of pie or a cup of coffee. For instance, a slice of apple pie à la mode at this establishment will cost you about $12.
A Menu to Tempt Every Taste
The diner is curated by renowned L.A. chef Eric Greenspan, known for his grilled cheese creations. The menu features an extensive array of all-day breakfast items, including cinnamon rolls and avocado toast. Nestled in a metallic, two-story structure resembling a sci-fi spacecraft, the interior is lined with sleek booths and counter seating, offering the sterile ambiance of an airport terminal.
Rooftop Dining and Robots
For those seeking a more scenic experience, the diner offers seating on the rooftop deck, creatively dubbed the “sky pad.” Adding to the futuristic vibe, a human-sized robot named Optimus dispenses popcorn while engaging customers with playful gestures like waving or flashing the peace sign when it detects a camera.
The robot known as Optimus waves hello to a crowd waiting for popcorn and photo opportunities. Photo by Stella Merims.
Technical Imagery or a Nuisance?
Neighbors of the diner aren’t entirely thrilled, as they’ve endured years of loud construction, glaring lights, and now, massive movie screens obstructing their views. The Tesla Diner has opened at a particularly divisive time for Musk, following his stint as a senior advisor during the Trump administration. This has led to many Tesla owners feeling conflicted.
Customer Sentiments
One such owner, Mark Thau, expressed his ambivalence about the diner while waiting with his dogs for his food order—a burger, fries, and tuna melt. “I bought my Tesla before all the drama with Musk,” he lamented. “It’s unfortunate… Sometimes I feel a little sorry about it.” However, he does appreciate the convenience this diner provides in the “undercharged” area, serving as a hub for electric vehicle enthusiasts.
A Melancholic Farewell to Shakey’s
Before the Tesla Diner, the location was home to a Shakey’s Pizza for nearly 60 years, cherished for its family-friendly atmosphere that encouraged communal dining. Historian Kim Cooper laments the loss, noting that places like Shakey’s fostered connections among patrons from all walks of life.
A Divisive Future
While Shakey’s was a site of egalitarian dining, the Tesla Diner might reinforce class differences. Reports suggest that Tesla drivers receive expedited service and exclusive access to bathrooms that only Tesla app users can unlock. This setup underscores a new era where digital privileges dictate dining experiences.
Community Reactions and Protests
The Tesla Diner has not only become a hotspot for Tesla owners but also a stage for protests. Community sentiment is mixed, balancing excitement for a new social hub against concerns over the implications of Musk’s polarizing presence in society. Some community members are taking a stand against what they see as a corporate encroachment into their neighborhood.
Looking Ahead
Cooper, who first drew attention to the Tesla Diner, acknowledges it as part of California’s evolving car culture. While she remains skeptical about its long-term viability, she’s open to seeing how it develops into a social space for electric vehicle enthusiasts. “Let’s see how long it lasts and if the sandwiches are good,” she remarked.
Conclusion: A New Chapter in Dining
The emergence of the Tesla Diner marks not just a change in cuisine but a cultural shift as well. It’s a space that marries technological innovation with dining, yet it also raises questions about identity, community, and consumerism in a rapidly evolving world. Whether it will foster connections akin to those enjoyed at the old Shakey’s or morph into an elite culinary experience remains to be seen. For now, it stands as a symbol of modernity in the heart of Hollywood.
