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Tesla’s Retro-Style Drive-In Restaurant in Los Angeles Appoints Chef
Tesla’s forthcoming restaurant in Los Angeles, envisioned as a modernized drive-in diner catering to the electric vehicle community, has reportedly secured a chef. According to a social media update from a Tesla-focused account, the electric car manufacturer’s dining venture is moving forward with culinary plans.
Culinary Direction by Eric Greenspan
A post shared on X (formerly Twitter) by Sawyer Merritt on Wednesday indicated that the eatery will evoke a “1950s retro charm, vibrant neon lighting, and the enticing aromas of freshly cooked burgers and handcrafted milkshakes.” The social media update further disclosed that the menu’s creation will be spearheaded by chef Eric Greenspan, a Los Angeles-based food industry figure known for his virtual restaurant operations and a distinctive American cheese brand.
Elon Musk Confirms News
Elon Musk, Tesla’s CEO, seemingly verified the information by commenting “It will be cool” on the social media post shortly after it was published. Neither Tesla nor Mr. Greenspan have officially responded to requests for confirmation.
Drive-In Concept Evolution
The concept of a Tesla drive-in was initially hinted at by Mr. Musk in 2018 on social media, then known as Twitter. He initially promised a “vintage drive-in restaurant, roller skating servers & rock n roll.” More recently, he elaborated on the concept to include outdoor screens showcasing classic movie clips, approximately 30 minutes in length, aligning with the average electric vehicle charging duration in the parking area.
Controversy Surrounding Tesla and Musk
Since the initial concept was introduced, Elon Musk has become a polarizing figure. His acquisition and rebranding of Twitter to X, substantial donations to political campaigns, and leadership changes at other ventures have drawn considerable scrutiny. Tesla has also faced protests and acts of vandalism at dealerships and against vehicles in recent months.
Chef Reactions and Social Media Scrutiny
Several chefs and restaurant owners have expressed reluctance to collaborate with Tesla, some citing concerns about potential repercussions from Mr. Musk’s supporters. Walter Manzke, chef and co-owner of République in Los Angeles, faced backlash on social media after comments to The New York Times suggesting the Tesla diner “sounded exciting” and mentioning his wife’s interest in purchasing a Tesla vehicle.
République’s Clarification
Mr. Manzke later clarified on social media that the mention of Tesla was about exploring electric vehicle options and not politically motivated, emphasizing République’s neutral stance and commitment to inclusivity. The ensuing social media reaction, before comments were disabled and the post removed, included calls for boycotts of République.
Restaurant Operations and Key Personnel
Recent job postings for the Tesla diner indicate that Zero2One LLC will manage the restaurant’s operations. Zero2One was incorporated in Delaware in January and registered in California, listing William Chait as the manager. Other job postings, which have since been removed, named Bill Chait as managing partner alongside Mr. Greenspan and Jeremy Brumley.
William Chait’s Restaurant Background
Mr. Chait is the former managing partner of Sprout LA, previously recognized as “L.A.’s most influential restaurant group.” Prior to selling Sprout LA, his portfolio included stakes in prominent Los Angeles restaurants such as République, Bestia, and Otium. He subsequently became a partner at Tartine Bakery in San Francisco, among other ventures.
Construction Progress at Tesla Diner Site
Construction at the Tesla diner location on Santa Monica Boulevard is progressing rapidly. Electric vehicle charging stations are installed in the parking area, and furnishings, wrapped in protective coverings, are visible inside the building.
Chef Greenspan’s Culinary Ventures
Chef Eric Greenspan is the creator of Alt/Grub/Faction, a business incubator focused on delivery-centric restaurant concepts, including brands like 2 On A Roll and Brekkie’s Breakfast Burritos. As culinary director for Virtual Dining Concepts, he has been instrumental in developing delivery and pickup-focused brands such as Pardon My Cheesesteak, available at college campuses and IHOP locations.
Greenspan’s Affinity for Cheese
Cheese is a recurring theme throughout Mr. Greenspan’s culinary career. His former restaurant, The Foundry on Melrose, was known for its gourmet grilled cheese sandwich featuring short ribs and apricot-caper jam. Part of that location later became Greenspan’s Grilled Cheese. He is also the author of “The Great Grilled Cheese Book.”
New School American Cheese
In 2022, Mr. Greenspan launched New School American, a company producing American cheese enhanced with butter, cream, and Cheddar. This cheese is used at Chi Spacca in Los Angeles, partly owned by Nancy Silverton, for their chef’s counter burgers.