True to his signature style, Elon Musk announced in the summer of 2023—through a grandiose post on X—his ambitious plan to open a restaurant in Los Angeles. By then, Musk had already acquired Twitter and was pushing forward with his expansionist projects while dipping his toes into politics. The impact of Donald Trump’s victory was yet unknown, but what has become clear is the shift in Musk’s public image, both in the U.S. and globally—a transformation that is now working against him.
While Tesla faces sabotage, attacks, and negative campaigns worldwide, Musk and his team continue their ambitious business ventures despite recent stock market setbacks. Once seen as a champion of sustainability and environmental protection, both Tesla and its founder have lost that status, with only the most devoted followers still embracing Musk’s visionary persona. His close ties with Trump and controversial political stances have made him a divisive figure.
Musk’s peculiar restaurant project—a retro-futuristic diner blending elements of Grease and The Jetsons, complete with a drive-in theater and Supercharger stations—is nearing completion. However, attracting top chefs to its culinary offering has proven difficult. According to The New York Times, many renowned chefs from California and across the country have declined to collaborate with Musk, with others unwilling to even consider the possibility.
Despite these setbacks, construction of the 2,000-square-meter complex, designed by engineering firm Stantec, has made significant progress in recent weeks. The restaurant is expected to open this year, though no official announcement has been made. Social media users have reported updates in Tesla’s app, including code related to the restaurant’s menu, along with job postings for the venue.
Caroline Styne and Suzanne Goin, owners of the Lucques restaurant group, were directly approached for a partnership in 2023 but have since firmly rejected any involvement with Tesla. “This person has taken on such a powerful role in everything that’s happening and affecting people’s daily lives,” said Styne. “And it’s crazy to think that he wasn’t even elected.”
Even Danny Meyer, founder of Shake Shack, has reconsidered working with Musk. “Maybe I would have done it 10 years ago when he had a different kind of appeal,” he told The New York Times. “Back then, his brand revolved around environmentalism, but not anymore.”
Celebrity chef and entrepreneur David Chang shares this sentiment, though he acknowledges the delicate nature of the topic. Many in the restaurant industry strive to avoid the extreme political polarization gripping the country. “I can’t imagine most of my peers saying yes to this,” he remarked.
However, not everyone is pessimistic. Max Block, founder of PR agency Carvingblock, believes California is the perfect place for Musk’s venture, given the state’s appetite for unique experiences and short-lived trends. He also suggests that Tesla’s public perception could shift at any moment. “We live in a city that loves a good comeback story,” he noted.
