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.”

The new Tesla Diner in Hollywood is drawing large crowds but faces significant complaints from neighbors about parking, traffic, and noise.

Tesla CEO Elon Musk first announced the retro-style diner in 2018 that would operate alongside a charging station, with the intention that roller skate-wearing carhops would bring food and drinks to drivers while they charge.