Tesla officially opened its long-awaited diner and drive-in theater concept in Hollywood, California on Sunday, marking a major step in the company’s efforts to reimagine the electric vehicle charging experience as a lifestyle-driven, entertainment destination.

The two-story Tesla Diner, located on Santa Monica Boulevard, combines 32 Tesla Superchargers with a full-service restaurant and twin movie screens showing classic film clips. The facility opened at 4:20 p.m. on July 21, a time choice consistent with CEO Elon Musk’s known affinity for in-jokes and pop culture references. The opening attracted large crowds, long lines, and strong reactions—both positive and critical.

From Concept to Reality

The idea for the project dates back to 2018 when Elon Musk tweeted about creating a retro-style diner at a Tesla Supercharger location. The plan gained traction and was approved by the Los Angeles Department of Building and Safety in 2023. Construction began in the fall of that year.

Designed by the firm Stantec and built by PCL Construction, the structure reflects a retro-futuristic aesthetic. The building features stainless steel finishes reminiscent of the Tesla Cybertruck and mid-century Americana architectural cues. It is also equipped with two 45-foot LED movie screens and multiple levels of car stalls for both regular and fast charging.

In total, the site hosts 32 Tesla Superchargers and 43 additional parking spots, some of which provide direct viewing access to the movie screens for a drive-in experience.

Opening Day Reactions

The diner’s debut drew significant attention from Tesla enthusiasts and curious locals. Some visitors camped out overnight, with lines reportedly stretching for several blocks hours before the grand opening.

The launch also featured promotional elements including Cybertruck vehicle displays and Tesla’s humanoid Optimus robots, which gave out popcorn to attendees. Tesla employees served food and directed traffic at the site.

Despite the spectacle, early feedback was mixed. Reports from attendees and media outlets described significant disorganization. Visitors reported waits of up to 10 hours to be seated, inconsistent service, and underwhelming food quality. A Tesla chatbot designed to assist customers even acknowledged the issues, stating the opening was “not a total failure” but “marred by major issues.”

A Menu of Classic American Fare

The Tesla Diner menu, curated by chef Eric Greenspan and restaurateur Bill Chait, emphasizes updated versions of classic diner offerings. Greenspan, known for his appearances on Food Network and his grilled cheese concepts in Los Angeles, has incorporated premium ingredients and a simplified menu structure.

Highlights of the menu include:

• The Tesla Burger, served with the diner’s proprietary “Electric Sauce”

• Tuna melts, club sandwiches, and hot dogs

• Buttermilk fried chicken and waffles

• All-day breakfast items such as breakfast tacos and avocado toast

• Sides including fries, wagyu chili, and “epic” bacon

• House-made chocolate chip cookies and milkshakes

The menu also features a children’s section and beverages like fountain sodas, coffee, and tea. Ingredients are described as “responsibly sourced” and are reportedly selected from within a typical Tesla’s driving range to emphasize local sourcing.

Pricing remains in line with fast-casual expectations, with most entrées ranging from $10 to $20.

Tech Integration and Drive-In Experience

One of the diner’s most unique features is its integration with Tesla’s vehicle software. As drivers approach the site, they receive a push notification through the Tesla app allowing them to order food directly from their car. The system uses geofencing to detect when a vehicle is within 15 minutes of arrival. Orders can be picked up at a walk-up window inside the diner.

The outdoor movie screens show looping clips from classic films, adding to the 1950s-inspired drive-in atmosphere. Though there are no full-length feature screenings at launch, the film loops are designed to entertain visitors during their charging sessions or meals.

There are 29 indoor seats and a rooftop dining deck that provides panoramic views of Hollywood. The rooftop area is expected to become a popular destination in the evenings, especially as the site expands hours and operations to 24/7 operation.

Long-Term Goals

Tesla has not publicly stated whether the Hollywood location will serve as a prototype for expansion, but company executives have previously hinted that similar venues could be rolled out in other metropolitan areas with high Tesla density.

While the site is open to the public, certain perks—including priority ordering and parking—are reportedly offered to Tesla owners. Charging rates remain standard for Tesla’s Supercharger network.

Industry analysts suggest that the diner reflects Tesla’s broader ambitions to turn charging stations into experiential destinations, similar to how Apple stores blend retail and branding. By combining dining, entertainment, and charging, the company is offering an integrated lifestyle product—especially important as it continues to face increasing competition in the EV market.

Community and Cultural Impact

The site was not without controversy during development. Initial permitting efforts raised concerns among local neighborhood associations, particularly over traffic and noise. However, after revisions and public hearings, the city approved the project with certain limitations, including rules around signage and operational hours.

The opening also underscores Tesla’s unique position at the intersection of tech, automotive, and cultural spectacle. In a city famous for its entertainment history and celebrity landmarks, the Tesla Diner may represent a new kind of destination: part showroom, part diner, part roadside attraction.

As of this week, the diner is open seven days a week, with hours expected to expand following the soft launch period. Reservations are not accepted, and service is on a first-come, first-served basis.

Whether the concept becomes a staple of Tesla’s identity or remains a one-off novelty, it marks a noteworthy experiment in transforming utilitarian car charging into a lifestyle experience.