Friday, June 04, 2021 5:56:25 PM
Elon Musk files trademark paperwork for Tesla restaurant concept
CEO may have plans for southern California retro-style diner in the works
Move over, In-N-Out Burger. Elon Musk, chief executive officer of Tesla, is one step closer to opening a diner.
On May 27, Tesla filed applications with the U.S. Patent and Trademark Office to use its “T” logo design and two other iterations of its “Tesla” stylized logo for use in the food industry.
All three applications are for “restaurant services, pop-up restaurant services, self-service restaurant services, take-out restaurant services.” They are filed under a provision of trademark law indicating that Tesla intends to use the mark but has not yet done so. If the application is approved, the registration will not take effect until it is used.
The prolific Musk has talked about opening a diner in southern California for years. In 2018, he tweeted about planning to put an “old-school drive-in, roller skates & rock restaurant at one of the new Tesla Supercharger locations in LA” shortly after J.B. Straubel, Tesla’s chief technology officer, told attendees at a restaurant convention that Tesla has “already been working with restaurants” on the concept for convenience stores and food centers at its charging stations.
Musk seemed to confirm progress on the idea 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 previously tweeted enthusiasm for offering popcorn there, along with “an outdoor screen that plays a highlight reel of the best scenes in movie history.”
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by BLOOMBERG | JULY 6, 2020
The diner-convenience store angle may be why Tesla has applied for a food-based trademark, which is not standard procedure for most restaurants. Trademarks are generally set forth for brands planning to start a franchise or go national. It’s a move that indicates plans for big growth, says Steven Kamali, a hospitality investor.
Musk’s brother Kimball owns the Kitchen Restaurant Group, which operates restaurants in states including Colorado, Illinois, and Tennessee. Kimball Musk, who also leads several nonprofit “learning gardens,” was on the board of Chipotle Mexican Grill from 2013 to 2019. And Tesla Tequila sold out almost immediately when it launched in 2020.
Indeed, Elon Musk first revealed plans to launch a tequila in 2018 after registering for the “Teslaquila” trademark.
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