In the competitive world of QSR+, a category Dillas Primo Quesadillas helped shape, a restaurant’s fate is often shaped well before the first guest ever walks through the door. That reality has pushed site selection to the forefront of the Dillas franchise strategy. For founders Kyle and Maggie Gordon, real estate is not a back-office function. It’s the groundwork that determines whether a location has a real shot at becoming part of the neighborhood fabric.
The Gordons have built a process around that idea. It’s one that aims to remove guesswork and emotion from a decision that can carry long-term financial consequences. Every potential franchise site is evaluated with the same level of care the company would apply to its own stores. And the intent is simple: to put franchisees in a position where the numbers make sense well before construction even begins.
For many franchisees, real estate is the biggest expense they face early on, and often the one with the most riding on it. Rent, build-out expenses and traffic projections all come together in a single deal. If the numbers are off, the impact can follow the business for a long time.
Kyle Gordon views it as the first critical domino.
"It’s the most important decision early on because everything happens after that," he said. "The opening process is really hard. You’ve got to find a place, negotiate the lease, get it built, order all the stuff. Once you’re operating, things get a little more predictable."
To keep that early decision grounded in reality, Dillas uses a review system that embraces multiple perspectives. Operations, marketing and the founders all evaluate proposed sites. And while a property may look promising at first glance, it must stand up to financial scrutiny.
"Financial feasibility is super important," Kyle said. "It could be the sexiest site on Main and Main, but maybe it’s a $400,000 ground lease. So, we have to take a holistic approach."
That means weighing rent structure, projected sales, construction costs and long-term return together rather than in isolation.
The team starts with the fundamentals. They look at household income, population, traffic flow and how easy it is to get in and out of the site. If a location does not check those boxes, it usually does not move any further.
"Even if a franchisee says, 'Oh my God, I saw this spot and it’s so amazing,' it has to meet certain criteria to be predictably successful,” Maggie said. “Then we do a site visit. We check out what construction is going to be like and what the costs are in the area."
That next step is where the details start to show up. The Gordons walk sites with franchisees to get a closer look at the layout, the utilities and how the space actually functions. A location that seems straightforward at first can get a lot more expensive once construction realities come into view.
It’s a hands-on approach. And it reflects the company’s size and culture. Rather than handing the process off entirely to brokers, the founders stay closely involved (especially with early franchise partners).
Unlike larger legacy brands that require uniform, high-cost prototypes, Dillas can adapt to different footprints. The brand operates freestanding locations with drive-thrus, end-cap conversions and takeout-only models, displaying the resilience of the model. That versatility can make a substantial difference (especially in competitive real estate markets).
"That flexibility is attractive because you can say, 'I bet I can find real estate that matches that,'" Kyle said. "Maggie and I have taken bad third-generation stuff and turned it into first-generation, highly successful, profitable restaurants. We know what a diamond in the rough looks like."
That flexibility can help franchisees keep initial costs in check and act faster when the right space becomes available. At the same time, Dillas still holds the line on key brand standards. Elements like design and signage stay consistent so the brand looks familiar from one location to the next.
It’s a delicate balance. Maggie said the balance lies in protecting the broader brand without ignoring realities at the local level. If a creative adjustment makes sense financially and operationally, it will be considered as long as it’s in proper alignment with the overall Dillas brand identity.
For the Gordons, a good site has to work beyond the data. It needs to be visible, accessible and easy for customers to pull into on impulse. That is especially important in newer markets, where the brand is still getting introduced to the community.
"We want to reward curiosity," Kyle said. "If you’ve got a sign where people can see it, people are going to be curious. We have done exceptionally well in driving early trial and then maintaining sticky sales."
A well-placed sign and an easy drive-thru can bring first-time guests through the door. But that’s not where it stops. From there, the responsibility shifts to operations and service.
By applying a consistent, disciplined real estate process, Dillas aims to give franchisees confidence well before opening day arrives.
"We’re as involved in their site selection as we are in our own," Kyle said. "If I wouldn’t put my money into it, I certainly wouldn’t recommend it to a franchisee."
To find out more information on costs to buy this franchise, please visit https://1851franchise.com/dillas-quesadillas
Dillas Quesadillas
SPONSORED
Founders Kyle and Maggie Gordon share the data-driven strategy and hands-on support they use to help franchisees identify markets, navigate leases and secure high-performing locations.
In the competitive world of QSR+, a category Dillas Primo Quesadillas helped shape, a restaurant’s fate is often shaped well before the first guest ever walks through the door. That reality has pushed site selection to the forefront of the Dillas franchise strategy. For founders Kyle and Maggie Gordon, real estate is not a back-office function. It’s the groundwork that determines whether a location has a real shot at becoming part of the neighborhood fabric.
The Gordons have built a process around that idea. It’s one that aims to remove guesswork and emotion from a decision that can carry long-term financial consequences. Every potential franchise site is evaluated with the same level of care the company would apply to its own stores. And the intent is simple: to put franchisees in a position where the numbers make sense well before construction even begins.
For many franchisees, real estate is the biggest expense they face early on, and often the one with the most riding on it. Rent, build-out expenses and traffic projections all come together in a single deal. If the numbers are off, the impact can follow the business for a long time.
Kyle Gordon views it as the first critical domino.
"It’s the most important decision early on because everything happens after that," he said. "The opening process is really hard. You’ve got to find a place, negotiate the lease, get it built, order all the stuff. Once you’re operating, things get a little more predictable."
To keep that early decision grounded in reality, Dillas uses a review system that embraces multiple perspectives. Operations, marketing and the founders all evaluate proposed sites. And while a property may look promising at first glance, it must stand up to financial scrutiny.
"Financial feasibility is super important," Kyle said. "It could be the sexiest site on Main and Main, but maybe it’s a $400,000 ground lease. So, we have to take a holistic approach."
That means weighing rent structure, projected sales, construction costs and long-term return together rather than in isolation.
The team starts with the fundamentals. They look at household income, population, traffic flow and how easy it is to get in and out of the site. If a location does not check those boxes, it usually does not move any further.
"Even if a franchisee says, 'Oh my God, I saw this spot and it’s so amazing,' it has to meet certain criteria to be predictably successful,” Maggie said. “Then we do a site visit. We check out what construction is going to be like and what the costs are in the area."
That next step is where the details start to show up. The Gordons walk sites with franchisees to get a closer look at the layout, the utilities and how the space actually functions. A location that seems straightforward at first can get a lot more expensive once construction realities come into view.
It’s a hands-on approach. And it reflects the company’s size and culture. Rather than handing the process off entirely to brokers, the founders stay closely involved (especially with early franchise partners).
Unlike larger legacy brands that require uniform, high-cost prototypes, Dillas can adapt to different footprints. The brand operates freestanding locations with drive-thrus, end-cap conversions and takeout-only models, displaying the resilience of the model. That versatility can make a substantial difference (especially in competitive real estate markets).
"That flexibility is attractive because you can say, 'I bet I can find real estate that matches that,'" Kyle said. "Maggie and I have taken bad third-generation stuff and turned it into first-generation, highly successful, profitable restaurants. We know what a diamond in the rough looks like."
That flexibility can help franchisees keep initial costs in check and act faster when the right space becomes available. At the same time, Dillas still holds the line on key brand standards. Elements like design and signage stay consistent so the brand looks familiar from one location to the next.
It’s a delicate balance. Maggie said the balance lies in protecting the broader brand without ignoring realities at the local level. If a creative adjustment makes sense financially and operationally, it will be considered as long as it’s in proper alignment with the overall Dillas brand identity.
For the Gordons, a good site has to work beyond the data. It needs to be visible, accessible and easy for customers to pull into on impulse. That is especially important in newer markets, where the brand is still getting introduced to the community.
"We want to reward curiosity," Kyle said. "If you’ve got a sign where people can see it, people are going to be curious. We have done exceptionally well in driving early trial and then maintaining sticky sales."
A well-placed sign and an easy drive-thru can bring first-time guests through the door. But that’s not where it stops. From there, the responsibility shifts to operations and service.
By applying a consistent, disciplined real estate process, Dillas aims to give franchisees confidence well before opening day arrives.
"We’re as involved in their site selection as we are in our own," Kyle said. "If I wouldn’t put my money into it, I certainly wouldn’t recommend it to a franchisee."
To find out more information on costs to buy this franchise, please visit https://1851franchise.com/dillas-quesadillas
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