It’s no longer enough to just plug your electric vehicle (EV) and wait for it to charge.
Today, service stations are waging a quiet war for your attention, and the Tesla Diner in Los Angeles is leading the charge. Opened in July, it looks less like a traditional filling station and more like a sci-fi amusement park.
Wagyu-beef chili on the menu, an open-air cinema, and a humanoid robot named Optimus serving popcorn that Tesla is making the mundane act of recharging your car feel like an event.
The bold question, though, is whether this is progress or just spectacle. While EV drivers may enjoy Instagram-worthy experiences, critics argue this is the latest example of corporate overreach: turning necessity into entertainment, and subtly inflating prices under the guise of innovation. Charging your car should be practical, fast, and efficient and not another reason to empty your wallet on a dining experience or a photo op.
Yet, one cannot ignore the marketing genius. Tesla is redefining how we think about consumption. In a world where attention is the most valuable currency, EV service stations are no longer just pit stops they’re arenas for brand loyalty. Here, Tesla isn’t just selling electricity; it’s selling an aspirational lifestyle, one popcorn bucket and wagyu chili plate at a time.
Other companies are already noticing. Expect coffee chains, fast-food giants, and luxury automakers to jump into this new “charging experience” economy. The line between necessity and entertainment is blurring, and consumers will have to ask themselves: are we visiting service stations for fuel, or for the thrill of being part of a branded spectacle?