Ford’s Garage restaurant and bar group mulls ‘international expansion’

As automobile companies like Tesla increasingly look to join the restaurant space Sarah Neish speaks to Ford’s Garage about whether vintage or futurism is the secret to success, and whether roadside establishments should serve alcohol.

On 19 July, 2025 the ovens were first fired up at Tesla Diner, a new concept combining a ‘retro-futuristic’ eating space with an e-vehicle ‘supercharger’ station, masterminded by Elon Musk.

The idea is that people come to plug in their cars at one of the 80 charging points at the venue, then either order food via the touchscreen inside their vehicle, or get out and eat inside the diner, where milkshakes are served in reusable, Tesla-branded bottles, and robots are on hand to serve popcorn. Guests wishing to eat in their car can also stream movies showing inside the diner on their touchscreens while they wait for their vehicle to be topped up.

Taking to social media, Musk announced his intention to roll out the concept in major cities around the world “if the diner turns out well, which I think it will.”

Ford does craft beer

However, Tesla is not the only vehicle company to branch out into the restaurant space. It may not have the marketable clout of Optimus robots scooping your sweet ‘n’ salty popcorn, but Ford’s Garage has been plugging away at roadside hospitality for the last 13 years.

Speaking to the drinks business, Dave Ragosa, vice president of franchising and development at Ford’s Garage, confirms: “The first Ford’s Garage opened in Ft Meyers, Florida, in 2012, but it wasn’t until 2016 that we began franchising as an official licensee of Ford Motor Company”.

There are now 32 Ford’s Garage eateries operating across the US, and much like the Tesla Diner, the menu largely centres around burgers and fries, but with one notable difference. Where the Tesla Diner does not serve alcohol, Ford’s Garage does.

“Alcohol and restaurants have been around for hundreds of years and will continue to come hand in hand,” Ragosa tells db. For him, the moral issue over whether restaurants should serve booze to consumers knowing they will be getting behind the wheel immediately after their meal comes down to “making sure you serve responsibly”.

“Our management team is focused on providing a great guest experience and that includes having our guest get home safe,” he adds.

Healthy competition?

How does Ford feel about rival car manufacturer Tesla rolling out its Diner concept nationwide?

“We’re aware of the competition,” he says. “But we’re confident that once guests try Ford’s Garage, they’ll notice the focus we put on hospitality, the overall experience, and the quality of our food.”

Ford may also have the jump on Tesla in a couple of areas. While some critics have flagged that the Tesla Diner is largely only suitable to electric-vehicle owners as you have to be charging a vehicle in order to eat a meal, “all guests are welcome” at Ford’s Garage. “Our guests range from eight year olds to 82-year-olds. The eight-year-olds love the cars and engines, and the older guests love the history of Henry Ford. It’s not just all about Ford vehicles; it’s about the experience and storytelling.”

Musk’s popcorn-serving robots also lack the personal touch, which according to Ragosa could be seen as a con. “We are in the hospitality business and part of the experience is spending time with our guest and getting to know them,” he says.

Growth plan

Despite having a more than decade’s head start on Tesla in the dining arena, Musk’s latest launch has provided the incentive for Ford’s Garage to level up its offering. “Our specialty is prime burgers and craft beer, but we have recently expended the menu to include everything from Edsel’s Hot Pretzels to a Blacked Salmon Salad,” says Ragosa, who reveals that the franchise isn’t ruling out international expansion.

“There is plenty of opportunity in North America to keep us busy for the next 20 years,” he says. “We have discussed international expansion and when the right opportunity presents itself, we’ll explore that.”

Resurrecting the road trip

Tesla’s calling card is it’s cutting-edge tech, with Musk hoping to wow with the Diner’s future-thinking ethos. But there is significant earning potential in reviving the magic of the good old-fashioned road trip. According to Ragosa, the secret, at least for Ford’s Garage, lies in striking a balance between old and new.

“We show off the Model A and Model T cars, but also bring in some EVs or Ford performance vehicles to the restaurant. Having these new and exciting cars stand next to iconic Ford vehicles allows guests to really understand the legacy of our brand and our path into the future,” he says.

As with anything, strategy ultimately comes down to location and the kind of guest an establishment hopes to attract. Tesla Diner set out to win over the residents of California, the home of tech mecca Silicon Valley, whereas Ford’s Garage has eateries dotted throughout the Midwestern and Southern states such as Florida (including Daytona Beach), Michigan and Ohio.

With motor travel not going anywhere anytime soon, building an array of motor company-owned restaurants along busy stretches such as Route 66 could help resurrect the road trip, and give drivers a choice of brands with which to align themselves. After all, not all consumers want to nail their colours to a Tesla or a Ford mast.

 

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