Dillas Primo Quesadillas, the Texas-born, quesadilla-first QSR+ franchise, has set its sights on 50 total locations by 2028, with a roadmap that includes 25 open restaurants and 25 additional franchise agreements signed over the next three years. It’s a milestone rooted in patience, discipline, and more than a decade of learning what actually works.

The growth plan reflects more than a decade of operational experience from founders Maggie and Kyle Gordon, who launched the concept in 2013 and have spent the past several years refining the model before accelerating franchise development.

“We didn’t rush this,” Maggie said. “We spent years building the system, running our own restaurants, learning from a multi-unit franchisee, and tightening the model. Now we have the playbook, the data, and the confidence to grow responsibly.”

Today, Dillas operates six company-owned locations and supports a franchise partner with five restaurants already open. That real-world footprint has allowed the brand to validate critical components of the business, from real estate strategy and labor models to vendor relationships and unit economics.

“We’ve already made the mistakes that come with growth,” said Kyle. “That’s exactly why we’re comfortable opening the model to franchise partners now. We know what it takes to support operators day to day, and that’s how we’ll scale the right way.”

As Dillas grows, the brand remains focused on becoming the go-to destination for primo quesadilla meals – fast, fresh, and crave-worthy – while maintaining operational simplicity for franchisees.

Initial expansion is centered on Texas and select Southeast markets, including Florida, Georgia, Tennessee, and Oklahoma. Proximity allows the founders and support team to stay hands-on throughout the development process, from site selection and buildout to training and opening day.

Menu familiarity also plays a role in expansion strategy. With bold but approachable flavors, Dillas enters new markets without requiring customers to learn a new category or concept.

Dillas’ focused menu and efficient format help drive consistency across locations, with nearly half of systemwide sales coming through the drive-thru. The model balances speed with quality, making it easier for operators to execute while delivering a reliable guest experience.

To support franchise growth, the brand has invested in internal infrastructure, including real estate and construction processes, vetted vendor partnerships, and experienced leadership. Recent additions include Michael Mabry, who brings senior-level franchise development experience, and Kristen Serrano, who supports franchise marketing and brand growth.

With many territories still available, Dillas is seeking franchise partners who want to grow alongside a founder-led brand and help shape its next chapter.

“There aren’t any fast-food, quesadilla-only concepts out there,” Maggie said. “Bringing that to a market for the first time is exciting. And because we’re still early, franchisees have the opportunity to secure an entire market, not just a zip code.”

Looking ahead, the founders emphasize that growth will remain intentional, with long-term brand health prioritized over speed.

“These first 15 to 20 units are incredibly important for us,” Kyle said. “We’re building something sustainable, and we’re confident in our ability to support a thriving franchise system.”