Tesla Is Eating. experience a new revenue stream or a PR card?

A new Tesla project has been launched in Santa Monica, Los Angeles, a hamburger restaurant called Tesla Eats, which is simultaneously trying to revive the company's public image and provide a new source of income amid declining sales in the global automotive market.

Tesla Launches “Tesla Eats” Burger Joint in Santa Monica Amid Struggles in Global Auto Market

Economic Background: Tesla Under Pressure

At the end of 2024 and beginning of 2025, Tesla faced several challenges:

  • The company’s global sales have declined.

  • Elon Musk’s political stances and his outspoken involvement with cryptocurrencies—especially Dogecoin—have impacted public trust in the brand.

  • The much-hyped autonomous RoboTaxi project has yet to be fully launched, falling short of investor expectations.

Against this backdrop, the opening of a new burger restaurant appears to be an attempt to revitalize Tesla’s cultural brand value through bold and unexpected marketing moves.

Tesla Eats: Gourmet Burgers, Premium Prices

The restaurant, named Tesla Eats, is located next to a Tesla Supercharger station in Santa Monica, encouraging customers to grab a bite while charging their cars.

The menu features:

  • The Tesla Burger – up to $24.5

  • Toppings like Electric Sauce and Epic Bacon

  • Wagyu chili for an additional $4, or $8 as a standalone item

  • Fries for $4

  • Sodas priced up to $10

  • Tesla-branded merchandise, including hoodies for $95 and candy packs for $35

Mixed Reactions on Social Media

Despite the stylish interior, customer experiences have been highly mixed:

  • Complaints about two-hour wait times

  • Reports of dry burgers and disorganized staff

  • Some menu items—like the milkshakes and cookies—received positive reviews

The service system in particular has drawn criticism, with many finding the visit to Tesla Eats inconvenient and disappointing.

“Customer service is terrible. The fries and burger were completely dried out,” one user wrote on X.

Business Strategy or PR Stunt?

While the launch has seen some limited initial success, Tesla Eats can be viewed as:

  • An attempt at cultural marketing

  • A move to differentiate the brand

  • A search for alternative revenue streams as traditional products come under strain

However, core issues—such as high prices, weak service, and mixed public feedback—could jeopardize the future of this venture.

Source: Futurism


*The article was also prepared using data from AI․