If you think Dillas Quesadillas is just another fast food concept serving handhelds with cheese, think again. Co-founders Kyle and Maggie Gordon have spent over a decade refining every inch of their high-performing, crave-worthy business — and now they’re bringing it to communities across the country with a franchise system built to support serious operators.
“We didn’t get into this to be just another QSR,” Kyle said. “We’re building community through primo quesadilla meals — and we’re looking for franchisees who want to build something with the same level of intention.”
Here’s why now is the time to invest in the Dillas Quesadillas franchise.
The idea for Dillas Quesadillas started as a college daydream. Kyle, then a student at the University of Texas, found himself constantly making (and craving) quesadillas. “I started dreaming of a quesadilla concept and would work on it in class,” he said.
The name “Dillas” came from a scene in “Napoleon Dynamite,” when the character’s grandma says, “Knock it off, Napoleon! Make yourself a dang quesa-DILLA!”. With sketches, recipes and a business plan in hand, Kyle enlisted his roommates and then-girlfriend (now wife and co-founder, Maggie) to help bring the idea to life.
After college, mentors encouraged Kyle to gain industry experience, which led to a successful career at Raising Cane’s, one of the fastest-growing restaurant brands in the United States.
“I was in love — the fast-paced hospitality business was the place I fit,” Kyle said. After climbing the ranks and becoming a managing partner, Kyle made the leap: He raised the capital, built a team and opened the first Dillas location in Plano, Texas. The brand was born out of hustle, purpose and community spirit — and remains founder-owned and operated to this day.
Franchising began in 2018 when a former colleague approached Kyle and Maggie, determined to bring Dillas to Louisiana. “We looked at each other and thought, ‘Hey, we’re already supporting one franchisee. Why not share this beyond just our local vision for the brand?’” Maggie said.
From that single franchised store, Dillas has grown steadily and intentionally — with a playbook honed over 12 years, a rock-solid infrastructure and a bold vision to bring primo quesadilla meals to 150 communities and beyond.
Dillas has carved out a differentiated space in the restaurant industry by doing one thing and doing it really well: delivering fast, fresh quesadilla meals with best-in-class fries and service to match. And the demand is there — in 2023, the top two most-ordered items on DoorDash were french fries and chicken quesadillas.
“We’re the only quesadilla-focused QSR,” Maggie said. “So we were like, ‘Let’s go! We’ve got to get to market and dominate this niche.’ We really believe we’re creating a new segment. There’s nobody doing quesadillas at scale the way we are — not in QSR, not anywhere.”
Unlike taco or burrito shops, Dillas is laser-focused on quesadilla meals, but with a flavor profile that keeps guests coming back.
“While quesadillas are our specialty, they’re really a vehicle for flavor,” Maggie explained. “We’ve built a menu that blends American comfort food with Southern influences — flavors people already love and crave. It’s more than Mexican food — it’s quesadillas reimagined.”
That variety drives frequency, while the simplified menu drives efficiency. “With our new simplified menu, we leaned into the data,” Kyle said. “Fries are our number one seller, along with quesadillas. So now, every meal includes fries and a drink.”
And the quality? “We cook our quesadillas in a way that nobody else does — not even close,” Kyle said. “That level of quality combined with speed — that’s the magic. When you come to Dillas, you know exactly what you’re getting — a damn good quesadilla meal with fries and a drink, fast and fresh.”
Dillas didn’t jump into franchising until it knew it could do it right.
“We’ve built deep verticals in manpower, culture, operations, training, financial performance, topline revenue — all of the critical drivers,” Maggie said. “So now it was like: How do we apply that and invite others in to scale and make a bigger impact?”
“The franchise side of the business needed to be its own complete entity. Its own structure. Its own marketing. Its own budget,” Kyle said. “We were no longer just running one business — we had two babies now.”
That mindset shift paid off.
“Honestly, that work was about building our confidence — making sure we could support people at the level they deserve,” Kyle said. “We wanted to be able to say, ‘Heck yes, let’s roll,’ and mean it.”
Now, with average unit volumes (AUVs) of $2 million, Dillas Quesadillas stands within the top threshold of QSR/Fast Casual franchise companies. When focusing on micro-emerging brands (defined as fewer than 25 locations), Dillas could very well be among the top performers in the industry.
Dillas has taken the playbook Kyle learned at Raising Cane’s and refined it further for franchise scalability.
“At Cane’s, when I was there, we went from 35 to about 135 locations,” Kyle said. “That gave me a lot of validation and insight. I tried to absorb everything I could about what it takes to run a great restaurant — and more importantly, a great restaurant culture.”
That insight has shaped Dillas’ entire operations strategy.
“We’ve designed our processes to be simple. We call it ‘time to train’ — and ours is low,” Kyle said. “The systems are simple, but the ingredients are fresh and high-quality. So it’s easy to pick up, but still delivers a primo product. We have a super tight menu. We have very efficient labor. We have fresh food, and we have systems and processes that allow us to scale and allow us to be predictable.”
“We do a lot of fresh prep, but the steps are simple,” Maggie said. “And now we’re leveraging AI — for prep tools, for scheduling platforms. We’re trying to build a brand that’s ahead of the curve on tech, not catching up.”
Michael Mabry, Dillas’ Chief Development Officer, shared a similar sentiment.
“One of the reasons why I’m super confident is because of the tools and systems that we have in place for our operators,” he said. “We’re investing heavily in technology to help improve communication, make their jobs easier and just give them all the tools that they need to be successful. It’s not just about having our name on a building. We want people to come in, to be successful and to grow with us. We want our franchisees to be equipped — not just on day one, but every day after. That means ongoing training, real-time updates and a support team that’s always in their corner.”
A prime example: Dillas has learned that drive-thru operations are not just a convenience, but a necessity for their QSR model, directly impacting sales. The addition of a drive-thru to existing locations has demonstrably boosted sales by 35-40%, with drive-thru sales currently accounting for 35-45% of total revenue. This emphasis on efficiency and accessibility extends to their development strategy; Dillas prefers working with second-generation sites and sees "drive-thru, take out only" prototypes as ideal, offering approximately 25% lower build-out costs.
As Maggie and Kyle scale Dillas through franchising, they’re being highly intentional about who they bring in.
“We want people who are obsessed with making primo quesadillas at QSR — who want to make this the next big national brand,” Kyle said. “That takes a different type of person. That takes real dedication.”
Franchisees need more than capital. They need to be in it for the right reasons.
“Some people see Dillas as a vehicle — they’ve got some extra money or want passive income. Or they think it’s a real estate play. And that’s just not aligned with our core values,” Maggie said.
“We’re at a stage where we want franchisees who share our intensity and are ready to run with us from day one,” Kyle said. “We feel like we’ve earned the right to work with operators who meet us where we are.”
With streamlined systems, smart leadership support and scalable processes, Dillas is focused on making the business predictable — something rare in restaurants.
“When they [franchisees] do [follow the systems], they can create something that’s predictable,” Kyle said. “And predictability in restaurants? That’s the holy grail.”
And predictability fuels profitability — and community.
“We see profit in two ways: growth and giving,” Kyle said. “If we help franchisees grow their top line and give them a great system, they’ll have surplus — and then they can grow more units and also give back.”
“We don’t want to just be ‘a restaurant in the community.’” Maggie said. “We want to be the community’s restaurant.”
The Dillas team isn’t just supporting franchisees — they’re right there in the trenches, building company-owned stores and scouting real estate.
“We’re still excited about growing company-owned locations here in DFW,” Kyle said. “It helps us stay sharp, and it also helps us support them better because we’re walking the same road.”
Looking ahead, the team aims to one day expand to 150 units or more. While they are still focused on their home state of Texas, they are also targeting markets across the Southeast and the Sunbelt.
“We’re not shy about growth, but we want to do it the right way with the right people,” Kyle said. “We don’t want to grow just to grow. We want the right partners. The people who see this for what it is — a chance to build something meaningful, profitable and fun.”
Maggie summed it up best: “We’re ready to bring Dillas to more communities. We feel like we have such a cool, unique product, and the brand is very community-oriented. So to be able to share that with more people — our people, our food, our culture — that’s what excites us.”
For more information on franchising with Dillas Quesadillas, visit: https://www.dillas.com/franchise.
Dillas Quesadillas
SPONSORED
With 12 years of proven operations, a $2M AUV and a cult-like fan base, Dillas Quesadillas is growing fast and seeking franchisees who love people, product and process.
If you think Dillas Quesadillas is just another fast food concept serving handhelds with cheese, think again. Co-founders Kyle and Maggie Gordon have spent over a decade refining every inch of their high-performing, crave-worthy business — and now they’re bringing it to communities across the country with a franchise system built to support serious operators.
“We didn’t get into this to be just another QSR,” Kyle said. “We’re building community through primo quesadilla meals — and we’re looking for franchisees who want to build something with the same level of intention.”
Here’s why now is the time to invest in the Dillas Quesadillas franchise.
The idea for Dillas Quesadillas started as a college daydream. Kyle, then a student at the University of Texas, found himself constantly making (and craving) quesadillas. “I started dreaming of a quesadilla concept and would work on it in class,” he said.
The name “Dillas” came from a scene in “Napoleon Dynamite,” when the character’s grandma says, “Knock it off, Napoleon! Make yourself a dang quesa-DILLA!”. With sketches, recipes and a business plan in hand, Kyle enlisted his roommates and then-girlfriend (now wife and co-founder, Maggie) to help bring the idea to life.
After college, mentors encouraged Kyle to gain industry experience, which led to a successful career at Raising Cane’s, one of the fastest-growing restaurant brands in the United States.
“I was in love — the fast-paced hospitality business was the place I fit,” Kyle said. After climbing the ranks and becoming a managing partner, Kyle made the leap: He raised the capital, built a team and opened the first Dillas location in Plano, Texas. The brand was born out of hustle, purpose and community spirit — and remains founder-owned and operated to this day.
Franchising began in 2018 when a former colleague approached Kyle and Maggie, determined to bring Dillas to Louisiana. “We looked at each other and thought, ‘Hey, we’re already supporting one franchisee. Why not share this beyond just our local vision for the brand?’” Maggie said.
From that single franchised store, Dillas has grown steadily and intentionally — with a playbook honed over 12 years, a rock-solid infrastructure and a bold vision to bring primo quesadilla meals to 150 communities and beyond.
Dillas has carved out a differentiated space in the restaurant industry by doing one thing and doing it really well: delivering fast, fresh quesadilla meals with best-in-class fries and service to match. And the demand is there — in 2023, the top two most-ordered items on DoorDash were french fries and chicken quesadillas.
“We’re the only quesadilla-focused QSR,” Maggie said. “So we were like, ‘Let’s go! We’ve got to get to market and dominate this niche.’ We really believe we’re creating a new segment. There’s nobody doing quesadillas at scale the way we are — not in QSR, not anywhere.”
Unlike taco or burrito shops, Dillas is laser-focused on quesadilla meals, but with a flavor profile that keeps guests coming back.
“While quesadillas are our specialty, they’re really a vehicle for flavor,” Maggie explained. “We’ve built a menu that blends American comfort food with Southern influences — flavors people already love and crave. It’s more than Mexican food — it’s quesadillas reimagined.”
That variety drives frequency, while the simplified menu drives efficiency. “With our new simplified menu, we leaned into the data,” Kyle said. “Fries are our number one seller, along with quesadillas. So now, every meal includes fries and a drink.”
And the quality? “We cook our quesadillas in a way that nobody else does — not even close,” Kyle said. “That level of quality combined with speed — that’s the magic. When you come to Dillas, you know exactly what you’re getting — a damn good quesadilla meal with fries and a drink, fast and fresh.”
Dillas didn’t jump into franchising until it knew it could do it right.
“We’ve built deep verticals in manpower, culture, operations, training, financial performance, topline revenue — all of the critical drivers,” Maggie said. “So now it was like: How do we apply that and invite others in to scale and make a bigger impact?”
“The franchise side of the business needed to be its own complete entity. Its own structure. Its own marketing. Its own budget,” Kyle said. “We were no longer just running one business — we had two babies now.”
That mindset shift paid off.
“Honestly, that work was about building our confidence — making sure we could support people at the level they deserve,” Kyle said. “We wanted to be able to say, ‘Heck yes, let’s roll,’ and mean it.”
Now, with average unit volumes (AUVs) of $2 million, Dillas Quesadillas stands within the top threshold of QSR/Fast Casual franchise companies. When focusing on micro-emerging brands (defined as fewer than 25 locations), Dillas could very well be among the top performers in the industry.
Dillas has taken the playbook Kyle learned at Raising Cane’s and refined it further for franchise scalability.
“At Cane’s, when I was there, we went from 35 to about 135 locations,” Kyle said. “That gave me a lot of validation and insight. I tried to absorb everything I could about what it takes to run a great restaurant — and more importantly, a great restaurant culture.”
That insight has shaped Dillas’ entire operations strategy.
“We’ve designed our processes to be simple. We call it ‘time to train’ — and ours is low,” Kyle said. “The systems are simple, but the ingredients are fresh and high-quality. So it’s easy to pick up, but still delivers a primo product. We have a super tight menu. We have very efficient labor. We have fresh food, and we have systems and processes that allow us to scale and allow us to be predictable.”
“We do a lot of fresh prep, but the steps are simple,” Maggie said. “And now we’re leveraging AI — for prep tools, for scheduling platforms. We’re trying to build a brand that’s ahead of the curve on tech, not catching up.”
Michael Mabry, Dillas’ Chief Development Officer, shared a similar sentiment.
“One of the reasons why I’m super confident is because of the tools and systems that we have in place for our operators,” he said. “We’re investing heavily in technology to help improve communication, make their jobs easier and just give them all the tools that they need to be successful. It’s not just about having our name on a building. We want people to come in, to be successful and to grow with us. We want our franchisees to be equipped — not just on day one, but every day after. That means ongoing training, real-time updates and a support team that’s always in their corner.”
A prime example: Dillas has learned that drive-thru operations are not just a convenience, but a necessity for their QSR model, directly impacting sales. The addition of a drive-thru to existing locations has demonstrably boosted sales by 35-40%, with drive-thru sales currently accounting for 35-45% of total revenue. This emphasis on efficiency and accessibility extends to their development strategy; Dillas prefers working with second-generation sites and sees "drive-thru, take out only" prototypes as ideal, offering approximately 25% lower build-out costs.
As Maggie and Kyle scale Dillas through franchising, they’re being highly intentional about who they bring in.
“We want people who are obsessed with making primo quesadillas at QSR — who want to make this the next big national brand,” Kyle said. “That takes a different type of person. That takes real dedication.”
Franchisees need more than capital. They need to be in it for the right reasons.
“Some people see Dillas as a vehicle — they’ve got some extra money or want passive income. Or they think it’s a real estate play. And that’s just not aligned with our core values,” Maggie said.
“We’re at a stage where we want franchisees who share our intensity and are ready to run with us from day one,” Kyle said. “We feel like we’ve earned the right to work with operators who meet us where we are.”
With streamlined systems, smart leadership support and scalable processes, Dillas is focused on making the business predictable — something rare in restaurants.
“When they [franchisees] do [follow the systems], they can create something that’s predictable,” Kyle said. “And predictability in restaurants? That’s the holy grail.”
And predictability fuels profitability — and community.
“We see profit in two ways: growth and giving,” Kyle said. “If we help franchisees grow their top line and give them a great system, they’ll have surplus — and then they can grow more units and also give back.”
“We don’t want to just be ‘a restaurant in the community.’” Maggie said. “We want to be the community’s restaurant.”
The Dillas team isn’t just supporting franchisees — they’re right there in the trenches, building company-owned stores and scouting real estate.
“We’re still excited about growing company-owned locations here in DFW,” Kyle said. “It helps us stay sharp, and it also helps us support them better because we’re walking the same road.”
Looking ahead, the team aims to one day expand to 150 units or more. While they are still focused on their home state of Texas, they are also targeting markets across the Southeast and the Sunbelt.
“We’re not shy about growth, but we want to do it the right way with the right people,” Kyle said. “We don’t want to grow just to grow. We want the right partners. The people who see this for what it is — a chance to build something meaningful, profitable and fun.”
Maggie summed it up best: “We’re ready to bring Dillas to more communities. We feel like we have such a cool, unique product, and the brand is very community-oriented. So to be able to share that with more people — our people, our food, our culture — that’s what excites us.”
For more information on franchising with Dillas Quesadillas, visit: https://www.dillas.com/franchise.
Sign up for the 1851 Franchise newsletter to get our biggest stories before everyone else
By signing up, you agree to our user agreement (including class action waiver and arbitration provisions), and acknowledge our privacy policy.
No related articles found
