After several years of waiting, Tesla finally opened the doors of its retro-futuristic diner last July 21 at 4.20 p.m. on Santa Monica Boulevard in Hollywood. The Tesla Diner promised a nostalgic vibe with a modern twist with drive-in movie screens, carhop service, EV charging, and even a popcorn-serving Optimus robot, which made it seem like a potentially iconic pit stop. However, after 12 days, the shiny surface is already cracking.
The diner has been opened with delays, service glitches, and local community backlash. Customers have grumbled about one-hour waits, an irony in a fast-track experience that is offered at a Supercharger facility where EV owners typically want expedited service. The in-car food ordering system implemented by Tesla to accelerate the process does not compensate for the delays caused by crowds so far.
The diner has not been embraced by its neighbors either. Neighbors in the surrounding apartment building complained of decades of loud construction, generator fumes, and blocked windows because of the huge 40-foot movie screen. Screen fans and 24/7 operation have caused noise pollution, which has resulted in tenant turnover and congestion on the surrounding streets.
There were also operational problems that came out early. The robot that Tesla was demonstrating as an autonomous popcorn-serving robot did not work on day one and was allegedly remotely operated. Another small accident, when the umbrella fell and there was a viral photo of perishable food left on the street, also contributed to criticism.
Chaos has been compounded by controversy. The protests against Tesla Takedown, in protest of the political affiliations and recent controversial actions of Elon Musk, have seen success outside the diner as well, with themed inflatables ridiculing the alleged actions of Musk and weekly protest calendar events.
However, the shaky start of the Tesla Diner indicates severe flaws in the planning and execution, despite its visionary quality. Tesla is now faced with the challenge of turning a glitzy idea into a reality, one that is viable and acceptable to its neighbors, with angry neighbors, mediocre automation, and an overworked service-based model. It has yet to be determined whether it will be a landmark or a Musk flop.