Dillas Primo Quesadillas Eyes Austin Expansion With Suburban Drive-Thru Focus

Dillas Primo Quesadillas is taking a close look at Austin as it plans its next phase of growth, with the suburban-heavy metro emerging as a natural fit for the brand’s drive-thru-oriented model, as highlighted in a recent Austin Business Journal article.

The Plano-based concept, founded in 2013, has steadily expanded across the Dallas-Fort Worth area and now totals 11 locations. Built around a tight menu of quesadillas, fries and salads, Dillas keeps operations straightforward, focusing on speed and consistency rather than menu sprawl. That approach has helped the brand carve out a niche with families and a customer base that tends to prioritize convenience.

Dillas is looking beyond Austin’s urban core, with suburban growth driving much of the interest. Those communities tend to line up well with the brand’s customer base, which skews toward women and families. The concept also does not sell alcohol, giving it a neighborhood restaurant feel built more around convenience, routine visits and local involvement.

Suburban growth focus

A major driver of the business is off-premises demand. About 85% of sales come through drive-thru, takeout, delivery and catering, shaping both site selection and store design. Locations without a drive-thru have underperformed relative to the rest of the system, while adding one has delivered a meaningful lift in sales. As a result, future development is heavily tied to securing sites that can support that format.

Dillas likely won’t grow in Austin through one franchisee alone. Kyle Gordon, co-founder and CEO, said the market would probably require multiple operators, especially as the brand looks at suburban sites across the metro. The restaurants generally run between 1,500 and 2,500 square feet, with 2,200 square feet now viewed as the ideal size.

Franchise details

Franchisees can expect to invest between $809,500 and $1.37 million to open a Dillas, with the franchise fee set at $40,000. The brand reports $1.9 million in average unit volume, helped by heavy demand for drive-thru, takeout, delivery and catering.

While Austin’s real estate landscape can be challenging, particularly closer to the urban core, Dillas is targeting areas where development is still underway. For the brand, the opportunity isn’t about planting a flag downtown — it’s about meeting demand where growth is already happening and where its format has historically worked best.