Adapted by:
Miguel Jorge
WriterJournalist. I've spent more than half of my life writing about technology, science, and culture. Before landing here, I worked at Telefónica, Prisa, Globus Comunicación, Hipertextual, and Gizmodo. I'm part of Webedia's cross-section team.
Alba Mora
WriterAn established tech journalist, I entered the world of consumer tech by chance in 2018. In my writing and translating career, I've also covered a diverse range of topics, including entertainment, travel, science, and the economy.
The iconic Santa Monica Boulevard is a 14-mile thoroughfare that stretches from Sunset Boulevard in Hollywood to State Route 1. Soon, a new establishment will open there. This wouldn’t typically be news in Los Angeles. However, the individual behind the new venture makes it noteworthy: Tesla CEO Elon Musk.
A Tesla restaurant. The New York Times recently reported that Musk is about to make his debut in the restaurant world. He’ll do so with a project that’s as striking as it’s controversial: a retro-futuristic Tesla restaurant. The complex on Santa Monica Boulevard is designed to resemble a flying saucer from a 1950s movie. It’ll also feature an electric vehicle charging station, an open-air cinema, and an all-night diner.
Musk has described it as “Grease meets Jetsons.” The upcoming restaurant is part of his vision to transform the electric charging experience into a moment of leisure and cultural immersion. Designed by the architecture firm Stantec, the establishment has been under construction since September 2023. No specific opening date has been announced. However, recent developments, such as the addition of a menu on the Tesla app, suggest that its opening is imminent.
Challenges ahead. Since 2023, Tesla has been in contact with renowned chefs to lead the restaurant’s kitchen, but not all have responded positively.
According to the Times, Caroline Styne and Suzanne Goin of the prestigious Lucques Group turned down the offer. They cited incompatibilities with their business vision and the lack of a license to sell alcohol. Styne even traded her Tesla for an electric BMW as a sign of her disenchantment with Musk, whose public persona has created divisions and tensions in several sectors.
Wolfgang Puck Catering was also approached but hasn’t issued an official response. The project’s secrecy has led to potential collaborators being asked to sign confidentiality agreements, which forbid publicly discussing the negotiation terms.
A conceptual image of Elon Musk’s restaurant.
Reactions in the food industry. Despite some reservations, many chefs view the project as a high-profile opportunity. Walter Manzke of the popular Los Angeles République restaurant and John Fraser, who has previously considered reinventing gas station food, have both expressed interest. Manzke and Fraser see the potential for Tesla’s restaurant to change how dining service integrates with urban living and technology.
Meanwhile, industry insider Max Block believes that the concept of watching a movie while being served by carhops on roller skates aligns with a growing “culture where people dine for experiences.”
Musk’s influence. However, Musk’s polarizing presence poses a significant challenge for his next business venture. Notable figures such as Shake Shack’s Danny Meyer and One Off Hospitality’s Paul Kahan have voiced skepticism or outright reluctance to partner with Tesla. This isn’t due to the venture itself but because of Musk’s current standing in political and social discussions.
According to the Times, several restaurateurs are hesitant to comment publicly on the project for fear of backlash. In an industry where environmental, inclusion, and immigration issues are crucial, aligning with such a divisive figure could carry substantial reputational risks.
A dream powered by the electric future. Notably, this project emerges at a time when Tesla is grappling with several challenges. These include protests at its dealerships and threats from the White House to classify attacks on its vehicles as domestic terrorism. A 50% drop in Tesla’s stock price and a highly politicized environment also contribute to these challenges.
However, in a city like Los Angeles, where Tesla’s presence is widespread, the restaurant could become a natural extension of the brand’s culture. While it represents a logical evolution of the Tesla experience for some, others see it as a risky venture that blends entertainment, technology, political polarization, and personal branding.
In the end, Musk’s restaurant will be much more than just a place to eat. Set in a city that remains caught between a fascination with the future and nostalgia for its past, it’ll serve as a bold statement.
Images | Gage Skidmore | Tesla
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