Tesla’s diner is well suited for those fans in so deep it’s “like a cult,” Greenspan says—but the goal is to feed something bigger. “What makes a diner is hospitality,” he says. “It needs to feel comfortable, welcoming, and that’s really hard to do in a quick-service environment, especially when we’re serving you in your car.”

In 2022, NBC4 reported that the diner would open on Santa Monica Boulevard in Hollywood just east of the border with West Hollywood. Over the past few months, Tesla fans and social media followers have generated a rabid amount of hype for the car company’s first-ever restaurant,