Dive Brief:
- Tesla CEO Elon Musk has opened a convenience store inside his new Hyperloop Plaza community center located in Bastrop, Texas, about 30 miles east of downtown Austin.
- The store, Boring Bodega, is affiliated with The Boring Company, Musk’s tunneling and infrastructure transportation company, which is also located in Bastrop. It offers an expansive beverage and snack selection, as well as a coffee station and other amenities.
- There is currently no indication that more Boring Bodega stores will open. In its area, it will compete with multiple Circle K and Shell locations, as well as a 7-Eleven, Dollar General, Chevron and several independent c-stores.
Dive Insight:
Although Boring Bodega refers to itself as a “full-service grocery store” on the Hyperloop Plaza’s website, images and videos circulating the internet — which showcase its small footprint, tightly arranged aisles and impulse-focused product selection — indicate it’s more of a convenience store.
According to the Hyperloop Plaza’s website, Boring Bodega sells various pantry foods, coffee, snacks and candy. Specific brands include Lesser Evil’s Space Balls cheddar puffs, Blue Diamond nuts, Justine’s chocolates and peanut butter, and Joyride gummies.
Additionally, according to a report from My San Antonio, Boring Bodega also features a small cafe that serves teas, lemonades and smoothies. It also sells health-conscious snacks and drinks, the report noted.
A separate video shows the store offering Olipop soda and canned pickles and other vegetables, as well as featuring a lounge area and a spot for patrons to play video games.
The store is open Monday to Saturday from 8 a.m. to 8 p.m. and Sunday from 11 a.m. to 6 p.m.
Besides Boring Bodega, the new Hyperloop Plaza also features a hair and nail salon and will soon open a pub.
