Dillas Primo Quesadillas Franchise: Brand Story and Growth (2026)

After opening the first Dillas in Plano, Texas, in 2013, the husband-and-wife team invested nearly everything they had into a restaurant dedicated entirely to quesadillas, believing the menu item deserved to be the star rather than a side dish.

“We knew that we had a unique space,” Maggie said. “We're the only quesadilla-focused concept, putting that front and center. There's no one else doing it, so that was something super unique.”

Today, that bold vision has grown to 11 locations across Texas and Louisiana, with average unit volumes approaching $2 million and projected systemwide revenue of $20 million in 2026.

Rather than expanding too quickly, the Gordons first proved the concept through a successful multi-unit joint venture outside their home market and spent years refining their operating systems. Now, they are ready to grow through franchising.

“We worked hard to build systems, infrastructure, a streamlined menu and operational efficiency,” Kyle said. That disciplined approach continues to shape Dillas' growth strategy today.