Tesla Files Restaurant Trademark - Elon Musk's Diner Plans?

Tesla's Potential Entry into the Restaurant Industry

Recent filings indicate Tesla has submitted a new trademark application encompassing restaurant services. This suggests the company may be preparing to realize a concept publicly discussed by CEO Elon Musk and other executives since 2017.

Trademark Applications Filed

According to a May 27th filing with the United States Patent and Trademark Office, Tesla applied for three trademarks. These cover a range of restaurant service types, including “restaurant services, pop-up restaurant services, self-service restaurant services, and take-out restaurant services.”

The application is currently pending examination, with a review scheduled by a legal professional around August 27th.

Origins of the Idea

The connection between electric vehicles and the restaurant business dates back to 2017. Then-CTO JB Straubel, speaking at an FSTEC restaurant-technology conference, proposed the possibility of Tesla entering the restaurant sector.

The initial vision involved transforming EV charging stations into comprehensive convenience stores offering food service. Tesla has already experimented with a limited version of this concept through lounges, such as the one located at its Kettleman City, California Supercharger station.

Elon Musk's Vision

Elon Musk further developed the convenience store idea, publicly sharing a restaurant concept on Twitter. He envisioned “an old school drive-in, roller skates & rock restaurant” at a new Tesla Supercharger location in Los Angeles.

Following this announcement, Tesla did apply for a combined restaurant and supercharger station permit. However, the company has remained largely silent regarding this potential venture.

Lack of Official Comment

Tesla, having recently disbanded its communications department, has not responded to inquiries about its restaurant plans. It remains unclear whether the company intends to open restaurant-integrated charging stations or license its logo for similar businesses.

Trademark Details

The USTPO application features Tesla’s recognizable “T” logo, intended for use in connection with restaurant services. Additionally, the company has filed for trademarks covering the word “Tesla” and a stylized version of the name.

Historical Precedent

This isn't the first instance of the automotive and restaurant industries intersecting. The Michelin Guide, renowned for its star ratings that can significantly impact a restaurant’s success, originated in 1900.

The Michelin brothers, Andre and Edouard, created the guide to stimulate demand for automobiles – and consequently, the tires they manufactured. It provided detailed listings of restaurants, hotels, mechanics, and gas stations to encourage travel and exploration.

A New Incentive for EV Adoption

While Tesla’s Supercharger restaurant concept isn’t as groundbreaking as the Michelin Guide, it introduces a novel incentive to the EV market. It offers customers an additional reason to purchase an electric vehicle – even if that reason is simply to experience a trendy, nostalgic atmosphere.

It’s even conceivable that service could be provided by waiters on electric roller skates, adding a unique and memorable element to the experience.