Elon Musk’s Tesla Diner Draws Long Lines and Loud Protests in West Hollywood
A New Chapter in the Tesla Takedown Movement
Elon Musk’s newly launched Tesla Diner in West Hollywood has quickly become a battleground between curious fans and persistent protesters. The restaurant, described by Musk years ago as an “old school drive-in” complete with roller skates and retro vibes, opened its doors earlier this week — and both crowds and controversy followed.
As hundreds of eager customers lined up — some reportedly waiting as long as 11 hours — demonstrators gathered nearby, making it clear that the grand opening would not go unnoticed by Musk's critics. The diner, which operates 24 hours a day and features Cybertruck-themed packaging for its burgers and fries, has become the latest target in a broader protest campaign known as “Tesla Takedown.”
From Showrooms to Shake Burgers
The “Tesla Takedown” movement, active for several months, originally focused its efforts on Tesla showrooms across the U.S. The campaign was sparked by dissatisfaction with Musk’s reported involvement in influencing government policies and cutting public sector budgets under the Department of Government Efficiency.
This week, however, the protest energy shifted west to the sleek new eatery on Santa Monica Boulevard. Protesters say they planned their demonstrations as soon as the diner’s quiet opening was confirmed. On Saturday, organizers reported around 75 people joined the protest outside the location.
Protesters Speak Out
Joel Lava, a central figure in organizing the Tesla Takedown events, expressed his concerns over what he sees as a disconnect between the diner’s flashy appeal and the wider political and social impact of Musk’s ventures.
“People are lining up for Tesla-branded burgers and fries,” Lava said during the protest. “This is someone who has become a prominent voice against trans rights, and now he’s opened a diner in the middle of a community that doesn’t align with his values.”
Lava and other organizers have not only criticized Musk's political positions but also accused his companies of contributing to broader governmental and economic instability. They claim that projects tied to Musk have led to job losses and weakened institutions.
A Protest Movement That’s Gaining Steam
Despite a brief lull earlier in the year, Lava says momentum behind the Tesla Takedown campaign remains strong. Over the past few months, protests have continued outside Tesla facilities, and this weekend alone, more than 40 protests were scheduled across the country.
“We’ve already had a real impact on how the Tesla brand is perceived,” Lava said, suggesting that continued public pressure could shift customer loyalty and investor confidence.
Behind the Neon Glow
While the protests unfold outside, the diner inside continues to attract attention for its unique blend of nostalgia and futurism. From burgers served in angular Cybertruck boxes to electric vehicle charging stations set beneath neon lights, the space is designed as a celebration of Tesla's identity.
Adding to the surreal experience, a humanoid robot named Optimus — one of Musk’s high-profile AI developments — was spotted serving popcorn to patrons during the launch week.
But while the aesthetic might be a hit with customers, Tesla’s recent financial performance tells another story.
Tesla’s Rough Road Ahead
Tesla’s second-quarter earnings report painted a sobering picture for the automaker. Auto revenue dropped 16% between April and June, with overall revenue down 12% year-over-year. Sales of the popular Model Y and Model 3 dipped 12%, while higher-end models like the Cybertruck experienced a steep 52% decline.
The company’s stock has also taken a hit, falling more than 4% last week and over 34% since its December peak.
Even as Musk talked up future ventures — including Tesla’s much-anticipated robotaxi service and further development of Optimus — questions remain about whether novelty and nostalgia can carry the brand through a time of growing criticism and slipping performance.
The Road Forward
For now, Musk’s diner stands as both a symbol of innovation and a magnet for controversy. With protests likely to continue and the Tesla Takedown movement showing no signs of slowing down, the launch of this West Hollywood hotspot may prove to be more than just a culinary experiment — it could be the latest flashpoint in an ongoing cultural and political clash.