Elon Musk’s latest side project is already turning heads. The Tesla Diner, a retro‑futuristic 24/7 drive‑in on Santa Monica Boulevard in Los Angeles, officially opened on July 21, 2025, offering a blend of classic American diner culture, a drive‑in movie theater, and 75 V4 Supercharger stalls.
In its first six hours, the diner raked in an impressive $47,000 from food sales and vehicle charging, a figure that’s 30% higher than what a nearby McDonald’s typically earns in an entire day.
For a restaurant‑charging hybrid that only just opened, the numbers are a clear signal: Musk’s bet on transforming Supercharging stops into full‑blown Tesla lifestyle hubs is resonating with customers.
The concept feels as much about branding as it is about burgers and kilowatts. Inside, visitors are greeted by a retro‑futurist aesthetic that channels 1950s Americana through a Silicon Valley lens, while outside, the car culture of Los Angeles meets Tesla’s high‑speed charging network.
Investors forget to dine out on Tesla stock
On Wall Street, though, the impact has been muted so far. Tesla (NASDAQ: TSLA) was trading at $334 when the diner opened but has since wavered, dropping to $301 at last week’s low before recovering to $321.75 in pre‑market trading (+1.8%) on July 28.
Despite the diner’s flashy debut, shares remain below their pre‑launch level. Still, the early numbers suggest Musk may be onto something. And if the first‑day turnout at the Santa Monica diner is anything to go by, that experience could become a powerful driver of customer loyalty, and perhaps a new revenue engine for the company.
