Dillas Primo Quesadillas Franchise: Costs, Fees, Profit and Data (2026)

Brand overview

Dillas Primo Quesadillas is a QSR+ brand that specializes in serving primo quesadilla meals made fresh, flavorful, and fast - in that order.

Founded in 2013 in Dallas, Texas, by Kyle and Maggie Gordon, Dillas was built on a simple idea: serve “primo quesadillas” fast. After Kyle’s time at Raising Cane’s, where he helped take the brand from 30 to 150 units, the Gordons created a restaurant that bridges fast casual quality with quick-service speed.

Mission: To Deliver the Goods!

Purpose: To build community through Primo Quesadilla Meals!

Core Values:

• Good food

• Good people

• Good times

• Workin’ Hard

• Keepin’ It Clean

Vision: To be the brand for Primo Dilla Meals!

• Quesadilla-Centric Concept: The only national brand specializing in primo quesadilla meals.

• Craveable, Consistent Menu: Simplified menu built around customer favorites like fries and chicken quesadillas.

• Speed and Freshness: Quick service with high-quality ingredients and fresh prep.

• Community-Driven Culture: Localized community giving and engagement baked into the brand’s DNA.

• Modern QSR+ Design: Drive-thru and tech-forward restaurant model.

• Proven business model with average unit volumes near *$2 million.

• Scalable operations refined over 12 years.

• Founders and leadership team with extensive restaurant experience.

• Robust training, technology and marketing systems designed for ease of execution.

• Selective, mission-aligned franchisee recruitment to preserve culture and quality.

• Drive-thru model boosts sales by 35 to 40% when implemented.

• Commitment to predictability, profitability and community impact.

Expansion plans

Dillas is actively expanding across the South target markets in Texas, Arkansas, Oklahoma, Florida, Georgia, and the Carolinas. Visit the Dillas franchise website to inquire about the availability of specific territories.

Investment costs

Initial Costs: The estimated initial investment required to open a Dillas franchise ranges from $809,500 to $1,366,500. The 2026 Franchise Disclosure Document (FDD) breaks these costs down as follows:

Initial Franchise Fee: The initial franchise fee is $40,000, due upon signing the franchise agreement.

Ongoing Fees: According to the 2026 FDD, Dillas franchisees are responsible for the following ongoing costs and fees:

ROI Potential: As of December 31, 2025, there were 11 Dillas Restaurants in operation, consisting of (6) company-owned restaurants and (5) franchised restaurants. The dataset included in Dillas’ 2026 Franchise Disclosure Document covers 10 of those 11 restaurants: all company-owned locations and four franchised locations. One franchised restaurant was excluded because it does not currently have a drive-thru, a necessity in all new units.

Franchisees undergo a comprehensive training program covering restaurant operations, food prep, staffing and customer service. The first two required trainees attend at no cost. Ongoing field training and “time to train” systems ensure smooth ramp-up.

Dillas offers site selection assistance, design and construction guidance, local store marketing resources and operations coaching from launch through ongoing management. The brand’s “opening team” provides in-person support during the first opening.

Dillas integrates advanced technology, including AI-powered prep and scheduling platforms, and integrated POS and loyalty systems with mobile ordering and payment tokenization. The brand also provides ongoing data analytics for performance optimization.

• Liquid Assets: $300,000

• Net Worth: $1,000,000

Restaurant or operations experience is a plus, not a must. The brand looks for hands-on owners with strong leadership, people skills, and deep community roots.

Franchisees are expected to be owner-operators involved in daily operations. While multi-unit ownership is encouraged, Dillas does not support semi-absentee ownership for single-unit operators.

Dillas does not directly finance franchise investments but may refer qualified candidates to third-party SBA lenders and financing partners experienced with restaurant development.

“There is no real direct competition from a food perspective. There are no other quesadilla concepts that do it the way we do it. Therefore, we have the opportunity to really capture being the only quesadilla QSR+ in the industry. We have found that Dillas Primo Quesadillas is a viable restaurant to make money. We intend to grow in East Texas and in Louisiana. I really love the bigger college markets around us as well. The goal is to get one new location open a year.”

– Pete John, Multi-Unit Franchisee — Texas/Louisiana (Read his story here)

The U.S. fast casual market is projected to exceed $209 billion by 2027, growing at a 10% CAGR, driven by consumer demand for speed, quality and customization. Dillas’ unique “QSR+” positioning, pairing fast casual quality with drive-thru convenience, gives it a competitive advantage over both traditional QSRs and emerging fast casual chains. Also, the two most-ordered items on DoorDash in 2023 were french fries and chicken quesadillas.

Dillas’ primary competitors include Chipotle, Qdoba, Moe’s Southwest Grill and Torchy’s Tacos. However, Dillas differentiates itself by occupying a unique niche as the only national brand that is quesadilla-focused, drive-thru enabled and deeply community-oriented. This strategic positioning allows Dillas to stand out from other fast casual and QSR+ concepts.

1. Inquiry Submission: Complete the franchise interest form.

2. Intro Call: Speak with the franchise development team to review goals and territory availability.

3. Brand Overview: Attend an executive overview webinar to learn about operations, culture and financials.

4. FDD Review and Validation: Review the FDD and speak with existing franchisees.

5. Discovery Day: Visit Dillas headquarters in Dallas, Texas, to meet leadership and tour operating units.

6. Franchise Award and Agreement: Once approved, sign the franchise agreement and pay the $40,000 fee.

7. Site Selection and Training: Work with the Dillas team on location development and onboarding.

8. Grand Opening: Launch your primo quesadilla restaurant with Dillas’ dedicated opening support team.

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Franchise Opportunity: Dillas offers a quesadilla-centric QSR+ model with near *$2 million AUV, industry-leading drive-thru times, streamlined operations, and hands-on support rooted in community.

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*AUV based on the top quartile of units.