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Franchise Times: New Franchise Exec Says Dillas Is Bringing ‘Excitement’ Back to QSR Category

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images of dillas quesadillas included in Franchise Times’ roundup of restaurant brands expanding

Franchise Times: Dillas Primo Quesadillas Featured as a Brand in Expansion Mode

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How Dillas Quesadillas is Becoming the Top Franchise Choice by Trailblazing its Own New Segment: Quesadilla-Focused QSRs

The Visionaries Behind Dillas Primo Quesadillas: Meet Kyle and Maggie Gordon

Why Dillas Quesadillas Is Built To Scale — and Built for Operators Who Want To Do It Right

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Dillas Quesadillas Franchise Costs, Fees, Profit and Data for 2025

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For years, the restaurant sector has been moving toward a pivotal moment: customers now expect both high-quality meals and extremely fast service. That puts pressure on restaurants to deliver both without adding layers of complexity or squeezing margins. Many fast-casual brands struggle to move that quickly, and older QSR players often find that efforts to modernize slow down the line. Into this widening gap stepped a new category — one that&nbsp;<a href="https://dillas.com/franchise/">Dillas Primo Quesadillas</a>, the fast-growing, quesadilla-focused franchise, led the way on.“We’re the only quesadilla-focused QSR+,” said co-founder&nbsp;<a href="https://www.linkedin.com/in/maggiemcgordon">Maggie Gordon</a>. “We saw an opening to define a whole new segment and dominate it. Nobody is doing quesadillas at scale the way we are — not in QSR, not anywhere.”Today,&nbsp;<a href="https://1851franchise.com/dillas-quesadillas/info">Dillas</a> is leading a QSR+ revolution, built on the belief that customers shouldn’t have to choose between fast and fresh, convenient and crave-worthy, simple and operationally sophisticated. Its rapid rise, tight operations, community-first culture and&nbsp;<a href="https://1851franchise.com/dillas-quesadillas/dillas-quesadillas-franchise-scale-2730180">nearly $2 million AUVs</a> all point to the same conclusion: the future of franchised restaurants lives in this middle space, and Dillas is already years ahead of the curve.<h2>Why QSR+ Matters and Why Dillas Built the Category</h2>Fast casual once represented an upgrade from traditional QSR, but in recent years, that distinction has blurred. Consumers want higher-quality food without waiting. They want the warmth and personality of boutique concepts with the speed and predictability of the drive-thru. Operators need business models that can deliver strong returns without overwhelming staff or overcomplicating kitchens. Dillas recognized this emerging white space early and built its business to sit squarely in that sweet spot.“We didn’t get into this to be just another QSR,” said co-founder&nbsp;<a href="https://www.linkedin.com/in/kyle-gordon-7a1ab852">Kyle Gordon</a>. “We’re building community through primo quesadilla meals — and we’re doing it with a model that delivers speed, consistency, and ridiculously good food.”Rather than choosing between fast-casual quality or QSR efficiency, the founders engineered a system that delivers both. The menu is built around freshly cooked, flavor-forward quesadillas made with proprietary techniques. A streamlined, data-backed menu increases ordering speed and execution. A drive-thru-first real estate strategy powers convenience and revenue lift. Smart technology — from forecasting tools to scheduling platforms — protects margins and improves consistency.&nbsp;The result is a model that feels elevated but operates with the efficiency of a top-tier QSR.<h2>Operational Simplicity + Smart Tech = QSR+ at Scale</h2>If QSR+ is the category, then operations are the engine, and Dillas has engineered one of the most scalable systems in the emerging franchise sector. “We’ve designed our processes to be simple. We call it ‘time to train,’ and ours is low,” Kyle said. “Simple systems plus a craveable product equals speed to profitability.”Menu simplification has played a major role in that. By removing four quesadillas from the menu and leaning heavily into the two most-ordered items in America — fries and chicken quesadillas — the brand increased throughput and consumer confidence. “Fries are our number one seller, along with quesadillas,” Kyle said. “So now, every meal includes fries and a drink.”Technology also plays an essential part. “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.”&nbsp;Dillas has also learned that convenience drives the box. Adding a drive-thru to an existing location can lift sales 35 to 40 percent, and drive-thru business now accounts for up to 45 percent of revenue. This insight shapes the brand’s real estate strategy, which prioritizes drive-thru locations, end-caps and second-generation spaces.As Kyle put it, “Great sites drive top-line money; tight ops keep it.”<h2>Why Dillas Is the Future of QSR Franchising</h2>Today, Dillas operates 11 locations and is targeting expansion across the Southeast and Sunbelt, with a long-term vision of surpassing 150 units.The team is intentionally selective, preferring operators who lead from the front, build strong teams and embrace the brand’s culture and intensity. “Some people see Dillas as a vehicle — they’ve got some extra money or want passive income,” Maggie said. “Or they think it’s a real estate play. And that’s not aligned with our core values.”As the restaurant industry continues to evolve, the brands that will win the next decade are those that blend quality with speed, personality with efficiency, technology with simplicity and innovation with predictability.&nbsp;<a href="https://1851franchise.com/dillas-quesadillas/the-top-7-reasons-to-buy-a-dillas-primo-quesadillas-franchise-2730498">Dillas has already built a model that embodies all of these traits</a>.&nbsp;“We’re still walking the same road as our franchisees,” Kyle said. “We’re sharpening the sword in our own stores, learning every day and building a brand with real soul.”Maggie echoed the sentiment: “To share our food, our people, and our culture with more communities — that’s what excites us.”To find out more information on costs to buy this franchise, please visit&nbsp;<a href="https://1851franchise.com/dillas-quesadillas">https://1851franchise.com/dillas-quesadillas</a>.

Beyond Fast Casual: How Dillas Primo Quesadillas Is Leading the QSR+ Revolution

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<a href="https://dillas.com/franchise/">Dillas Primo Quesadillas</a>, the 11-unit quesadilla franchise, is focused on deliberate growth as it scales. To guide this careful expansion, it brought&nbsp;<a href="https://www.linkedin.com/in/michael-mabry/">Michael Mabry</a> onto the leadership team. Mabry, who has prior experience with brands like MOOYAH and Fuzzy’s, was drawn to&nbsp;<a href="https://1851franchise.com/dillas-quesadillas/info">Dillas</a> thanks to his longstanding friendship with founders&nbsp;<a href="https://www.linkedin.com/in/maggiemcgordon/">Maggie</a> and&nbsp;<a href="https://www.linkedin.com/in/kyle-gordon-7a1ab852/">Kyle Gordon</a>. He also brings a deep excitement for the brand’s growth strategy.“When you’re a corporate store operator, your ultimate customer is the customer that walks into each individual unit. When you’re a franchisor, your customer is the franchisee,” Mabry told&nbsp;<a href="https://www.franchisetimes.com/franchise_talent/new-franchise-exec-says-dillas-is-bringing-excitement-back-to-qsr-category/article_4306c58a-d2af-4d20-9427-0730b79ed8de.html">Franchise Times</a>. “We’re starting to have that paradigm they look through so that we’ve got all the systems built, we’ve got the appropriate people in place, and we’ve got the appropriate strategy.”Mabry is drawing on decades of experience to help Dillas avoid the usual growth missteps. He is the first to say he does not have all the answers, but the lessons he has picked up over the years give him a clear sense of what to watch for, and he plans to use that perspective to help Dillas grow in a steady, disciplined way.This philosophy will place a high premium on attention to detail, which he describes as the company’s “secret sauce.”As the brand grows, Mabry is committed to balancing the excitement of the experience with realistic expectations and a continued focus on quality, not just quantity.“What do we want to say out in the ether that’s going to attract the right type of individual to look at the brand?” Mabry asked. “I’m a big believer of ‘don’t mistake activity for accomplishment.’ While of course we want people to know we’re growing, we want the right people to know we’re growing.”Read the full article&nbsp;<a href="https://www.franchisetimes.com/franchise_talent/new-franchise-exec-says-dillas-is-bringing-excitement-back-to-qsr-category/article_4306c58a-d2af-4d20-9427-0730b79ed8de.html">here</a>.To find out more information on costs to buy this franchise, please visit&nbsp;<a href="https://1851franchise.com/dillas-quesadillas.">https://1851franchise.com/dillas-quesadillas.</a>&nbsp;

If you think&nbsp;<a href="https://dillas.com/franchise/">Dillas Primo Quesadillas</a> is just another fast-food concept serving handhelds with cheese, think again. Co-founders&nbsp;<a href="https://www.linkedin.com/in/kyle-gordon-7a1ab852">Kyle</a> and&nbsp;<a href="https://www.linkedin.com/in/maggiemcgordon">Maggie Gordon</a> have spent over a decade refining every inch of their high-performing, crave-worthy business. Now, they’re bringing it to communities across the country with a franchise system built to support serious operators. Today, Dillas operates 11 locations with nearly $1.9M AUVs and a fully built franchise infrastructure.“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. We’re looking for franchisees who want to grow strong, profitable restaurants while creating community impact.”&nbsp;Here are the top reasons to invest in a Dillas Primo Quesadillas franchise.<h2>1. A Category All Their Own</h2>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.“We’re the only quesadilla-focused QSR+,” Maggie said. “We knew we had to seize the opportunity to define this segment and dominate it. 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.”And with&nbsp;<a href="https://ir.doordash.com/news/news-details/2023/Decade-Delivered-DoorDashs-Dash-From-the-Past-2023-Trend-Report-and-a-Look-Back-at-Ten-Years-of-Deliveries/default.aspx">the two most-ordered items on DoorDash in 2023 being french fries and chicken quesadillas</a>, Dillas sits right at the intersection of what customers crave most. That data reinforces why Dillas’ menu is built for repeat business.<h2>2. A Proven, Scalable Model</h2>With over 12 years of operational refinement and average unit volumes of nearly $1.9 million, Dillas is already performing in the top tier of micro-emerging brands and better-known concepts, proving the model works. The Gordons built the system to scale, drawing from Kyle’s corporate experience at Raising Cane’s, where he witnessed firsthand how operational excellence fuels growth.&nbsp;“At Raising 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 same obsession with execution now defines Dillas. “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. Simple systems plus a craveable product equals speed to profitability.”<h2>3. Streamlined Menu, Craveable Product</h2>Dillas doesn’t overwhelm customers or operators with endless options. Instead, it’s all about quality, consistency and simplicity.“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.”The result? Predictability and craveability. “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. That consistency is what makes our restaurants predictable and profitable.”<h2>4. Technology and Efficiency Built In</h2>Dillas is intentional about staying ahead of the curve with technology. “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.”Chief Development Officer&nbsp;<a href="https://www.linkedin.com/in/michael-mabry/">Michael Mabry</a> echoes that commitment: “One of the reasons why I’m super confident is because of the tools and systems that we have in place for our operators. 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.”Drive-thru capabilities also significantly fuel efficiency and profitability, boosting sales by 35-40% when added to existing locations and now accounting for up to 45% of revenue. “Few micro-emerging brands offer drive-thru capabilities at this scale,” said Kyle.<h2>5. Selective Growth With the Right Partners</h2>The Gordons are not just looking for franchisees with capital — they want operators who are aligned with their mission.“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.”“Some people see Dillas as a vehicle,” Maggie said. “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. We want partners who are operators first — engaged leaders who want to build people, profit, and community.”This commitment ensures that every new location is built on a strong cultural and operational foundation.<h2>6. Predictability and Community Impact</h2>For franchisees, predictability in operations translates to profitability and impact.“When [franchisees follow the systems], they can create something that’s predictable,” Kyle said. “And predictability in restaurants? That’s the holy grail. Predictability equals profitability, and that’s the foundation of building multi-unit growth.”And for Dillas, profitability isn’t just about growth — it’s about giving back. “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. We’re looking for franchisees who share that same commitment to both growth and giving.”<h2>7. Founders All In, Future Focused</h2>Even as they expand the franchise system, Kyle and Maggie remain hands-on with company-owned stores — a sign of their ongoing investment and alignment with franchise partners.“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 goal is to expand to 150 locations and beyond, targeting the Southeast and 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. We’re disciplined about growth because we want the right people building this brand alongside us.”<h2>Why Dillas Is a Smart Bet</h2>With strong unit economics and a proven playbook, Dillas offers one of the most compelling opportunities in the micro-emerging QSR space today. For franchisees who love people, product and process, the brand offers more than a business — it offers a chance to build something meaningful, profitable and enduring.“We’re ready to bring Dillas to more communities,” Maggie said. “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. We’re ready to grow with franchisees who want to join us in building the nation’s leading quesadilla brand.”For more information on franchising with Dillas, visit:&nbsp;<a href="https://dillas.com/franchise/">https://dillas.com/franchise/</a>.

The Top 7 Reasons To Buy a Dillas Primo Quesadillas Franchise

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