Move over, In-N-Out Burger. Elon Musk, chief government officer of Tesla Inc., is one step nearer to opening a diner.
On May 27, Tesla filed functions with the US Patent and Trademark Office to make use of its “T” brand design and two different iterations of its “Tesla” stylized brand to be used within the meals business.
All three functions are for “restaurant services, pop-up restaurant services, self-service restaurant services, take-out restaurant services.” They are filed below a provision of trademark regulation indicating that Tesla intends to make use of the mark however has not but achieved so. If the applying is authorised, the registration won’t take impact till it’s used.
The prolific Musk has talked about opening a diner in southern California for years. In 2018, he tweeted about planning to place an “old-school drive-in, roller skates & rock restaurant at one of the new Tesla Supercharger locations in LA” shortly after JB Straubel, Tesla’s chief expertise officer, instructed attendees at a restaurant conference that Tesla has “already been working with restaurants” on the idea for comfort shops and meals facilities at its charging stations.
Musk appeared to verify progress on the thought in April, when he tweeted: “Major new Supercharger station coming to Santa Monica soon! Hoping to have 50’s diner & 100 best movie clips playing too. Thanks Santa Monica city!” He had beforehand tweeted enthusiasm for providing popcorn there, together with “an outdoor screen that plays a highlight reel of the best scenes in movie history.”
The diner-convenience retailer angle could also be why Tesla has utilized for a food-based trademark, which isn’t customary process for many eating places. Trademarks are typically set forth for manufacturers planning to start out a franchise or go nationwide. It’s a transfer that signifies plans for giant progress, says Steven Kamali, a hospitality investor.
“Sophisticated investors often secure intellectual property by filing for a trademark,” mentioned Kamali, who based Hospitality House, a meals and beverage company, and The Chef Agency, an government search agency for the meals business. “It helps deter others from impeding on their mark and ultimately competing with them. It also signals that they anticipate large-scale growth with the proposed brand and concept.”
Major new Supercharger station coming to Santa Monica quickly! Hoping to have 50’s diner & 100 finest film clips taking part in too. Thanks Santa Monica metropolis!
Indeed, Elon Musk first revealed plans to launch a tequila in 2018 after registering for the “Teslaquila” trademark.
Still, California highway trippers should be affected person. Even with trademark approval, the method for getting the right permits takes months—particularly in Santa Monica, says Josiah Citrin, the founding father of Citrin Hospitality, which incorporates Citrin and Melisse eating places.
“If it’s not an existing restaurant—and it probably isn’t, [if] it’s part of a big charging station—you have to get a [conditional] use permit, which can take six to nine months, depending on the location,” Citrin mentioned. “Even if it is an existing restaurant, it takes at least 12 to 14 weeks to get permits before you can even start building.”
Hans Röckenwagner, the chef and CEO of Röckenwagner Bakery Group, put it extra bluntly: “For as futuristic and fast as the Tesla is, the exact opposite could be said for the [restaurant] process in Santa Monica. See you in a year—if you’re lucky—Elon.”
A consultant for Tesla didn’t reply to a request for remark.
