News broke recently of Tesla filing for a patent to use its name and logo for restaurant services. Many might wonder why the electric vehicle brand might make the stretch to food service, but when you break it down, there’s some logical sense for servicing the brand’s loyal customer base.
According to reports, the brand has discussed the endeavor before but seems to be more on the reality radar as of recent. Why restaurants? It appears that the brand could actually be addressing a pain point with a perfect solution.
Depending on the Tesla model and type of charging station, it can take anywhere from an hour to several hours to charge. In fact, according to research, it’s the reason one in five electric vehicle owners revert to gas-powered vehicles because of the hassle. Helping to defuse the issue, Tesla has deployed high-power, fast-charging “Supercharger” stations along major travel corridors throughout the US. The stations can recharge a vehicle’s battery up to 80% in just 40 minutes. While fast, it still leaves consumers idle with time to fill.
Enter the Teslaraunt
What might a Tesla restaurant entail? The sky is the limit, and for a brand known for reaching high (literally), we think something out of the box is probably in order.
While 2018 tweets from Tesla founder Elon Musk hint for a nostalgic atmosphere with roller skates and a cinematic experience harkening back to simple days of the drive-in, we can’t help but think a little future-forward… more than just popcorn. Let’s not forget Musk’s brother Kimball Musk also owns The Kitchen Restaurant Group and served six years on the board with Chipotle Mexican Grill. Not to mention Musk trademarked the name Teslaquila. Could we see a locally sourced, sustainable restaurant-style concept ahead? Maybe.
EV + AI = Innovation
What else might we expect? A loyalty program to rival c-stores and fueling stations of today. We’re talking earned points for traveled distances, check-in rewards, and embracing a “drive smart, eat smart” mentality. When it comes to operations, we’re thinking of high-tech innovations, including robotic food fulfillment, SMS and vehicle messaging to promote special offers, and vehicle recognition technology enabling recommendations based on previous purchases.
We might have to wait a bit of time to see how this Tesla restaurant concept plays out, but it’s on point for a brand extension. They’ve recognized an opportunity to cater to consumers’ whole driving experience on and off the road.
Curious about more innovations in the restaurant landscape? Check our article, The New Restaurant of the Future Formula.