DALLAS — Dillas Primo Quesadillas, the Texas-born, quesadilla-first QSR+ concept, is closing out a strong third quarter with positive sales and traffic growth, renewed brand positioning and growing franchise interest as it looks toward an ambitious next phase of expansion.
“Q3 has been primo! We’ve had an incredible start to the fall season,” said co-founder Kyle Gordon. “Same-restaurant sales are approaching double-digit growth, and what’s particularly exciting is that both sales and traffic are in positive territory. We feel really good about what we’re seeing across the system.”
One of the quarter’s standout successes was the conclusion of Dillas’ Hot Honey BBQ Dilla limited-time offer, created in partnership with fellow Texas-born Nate’s Hot Honey. Featuring adobo-marinated grilled chicken, hickory-smoked bacon, grilled onions and jalapeños, barbecue sauce and Nate’s Hot Honey, the summer LTO generated significant guest interest across the system.
“It was an absolutely killer LTO and partnership,” Gordon said. “We sold in the neighborhood of 16,000 quesadillas across our 11 locations, which was right at our goal. It was a great example of what can happen when we find the right product, the right partner and something that really connects with our guests.”
The quarter also marked an important evolution in how Dillas communicates its identity. As the company enters its next stage, the leadership team has recommitted to the distinctive voice and culture that have shaped the concept since Kyle and Maggie Gordon founded it in 2013.
That effort is coming together under a new brand campaign: “It’s All Primo.” The campaign expands the meaning of “primo” beyond the food itself. “We have recommitted to our voice and our branding, and we are launching the ‘It’s All Primo’ campaign,” Gordon said. “It centers around everything we do, whether it’s our people, our food, our experiences or our community involvement. It’s all primo. That’s something we’re aligning around as we go into the next decade of Dillas growth.”
The renewed positioning also reflects how Dillas is thinking about scale. The brand has announced a goal of reaching 50 locations by 2028, but Gordon says growth cannot be measured by restaurant count alone.
“Scale is also about making meaningful progress toward revenue growth and advancements within the business,” he said. “We are really trying to maximize the profitability of the opportunity. We want to get aligned around the new branding and make sure Dillas is a primo opportunity for business owners.”
Dillas is also entering the fourth quarter with increased franchise development activity. Dillas currently operates six company-owned restaurants in the Dallas-Fort Worth area, while its existing franchise partner operates five locations in Louisiana and East Texas.
That franchise group recently expanded Dillas’ presence into Brookshire Grocery Arena in Bossier City, Louisiana, with a new non-traditional location that will allow the concept to serve guests during approximately 15 to 20 arena events.
Looking ahead, Texas remains one of the brand’s most active development markets, but Dillas is also looking beyond its home state. The company sees significant potential throughout what Gordon describes as the “SEC Corridor,” including markets in Oklahoma, Tennessee and Alabama.
By the end of 2026, Dillas is focused on adding new franchise agreements to its development pipeline, setting the stage for an anticipated three to six new restaurant openings in 2027. Rather than prioritizing territory sales for their own sake, Gordon says the team remains focused on finding operators who understand the brand, its culture and the opportunity to grow alongside it.
“For us, the most important thing is the individual,” Gordon said. “That’s where the relationship starts. We want the right people who are aligned with where Dillas is going, and we can’t wait to move this forward.”
ABOUT DILLAS
Dillas Primo Quesadillas is the fastest-growing QSR+ quesadilla concept. Dillas crafts grilled-to-order primo quesadillas and signature scratch-made dipping sauces. Founded in Texas in 2013 by Kyle and Maggie Gordon, Dillas is mission-driven and community-focused. With locations across North Texas and Louisiana, Dillas partners with local organizations to fight hunger, foster education, and build the next generation of entrepreneurs. Dillas began franchising in 2018 and has grown deliberately, remaining founder-led and deeply focused on supporting operators who value people, process, and product.
Dillas Quesadillas
SPONSORED
The Texas-born quesadilla concept enters late 2026 with near double-digit sales growth, a successful LTO, and plans to expand across Texas and the Southeast.
DALLAS — Dillas Primo Quesadillas, the Texas-born, quesadilla-first QSR+ concept, is closing out a strong third quarter with positive sales and traffic growth, renewed brand positioning and growing franchise interest as it looks toward an ambitious next phase of expansion.
“Q3 has been primo! We’ve had an incredible start to the fall season,” said co-founder Kyle Gordon. “Same-restaurant sales are approaching double-digit growth, and what’s particularly exciting is that both sales and traffic are in positive territory. We feel really good about what we’re seeing across the system.”
One of the quarter’s standout successes was the conclusion of Dillas’ Hot Honey BBQ Dilla limited-time offer, created in partnership with fellow Texas-born Nate’s Hot Honey. Featuring adobo-marinated grilled chicken, hickory-smoked bacon, grilled onions and jalapeños, barbecue sauce and Nate’s Hot Honey, the summer LTO generated significant guest interest across the system.
“It was an absolutely killer LTO and partnership,” Gordon said. “We sold in the neighborhood of 16,000 quesadillas across our 11 locations, which was right at our goal. It was a great example of what can happen when we find the right product, the right partner and something that really connects with our guests.”
The quarter also marked an important evolution in how Dillas communicates its identity. As the company enters its next stage, the leadership team has recommitted to the distinctive voice and culture that have shaped the concept since Kyle and Maggie Gordon founded it in 2013.
That effort is coming together under a new brand campaign: “It’s All Primo.” The campaign expands the meaning of “primo” beyond the food itself. “We have recommitted to our voice and our branding, and we are launching the ‘It’s All Primo’ campaign,” Gordon said. “It centers around everything we do, whether it’s our people, our food, our experiences or our community involvement. It’s all primo. That’s something we’re aligning around as we go into the next decade of Dillas growth.”
The renewed positioning also reflects how Dillas is thinking about scale. The brand has announced a goal of reaching 50 locations by 2028, but Gordon says growth cannot be measured by restaurant count alone.
“Scale is also about making meaningful progress toward revenue growth and advancements within the business,” he said. “We are really trying to maximize the profitability of the opportunity. We want to get aligned around the new branding and make sure Dillas is a primo opportunity for business owners.”
Dillas is also entering the fourth quarter with increased franchise development activity. Dillas currently operates six company-owned restaurants in the Dallas-Fort Worth area, while its existing franchise partner operates five locations in Louisiana and East Texas.
That franchise group recently expanded Dillas’ presence into Brookshire Grocery Arena in Bossier City, Louisiana, with a new non-traditional location that will allow the concept to serve guests during approximately 15 to 20 arena events.
Looking ahead, Texas remains one of the brand’s most active development markets, but Dillas is also looking beyond its home state. The company sees significant potential throughout what Gordon describes as the “SEC Corridor,” including markets in Oklahoma, Tennessee and Alabama.
By the end of 2026, Dillas is focused on adding new franchise agreements to its development pipeline, setting the stage for an anticipated three to six new restaurant openings in 2027. Rather than prioritizing territory sales for their own sake, Gordon says the team remains focused on finding operators who understand the brand, its culture and the opportunity to grow alongside it.
“For us, the most important thing is the individual,” Gordon said. “That’s where the relationship starts. We want the right people who are aligned with where Dillas is going, and we can’t wait to move this forward.”
ABOUT DILLAS
Dillas Primo Quesadillas is the fastest-growing QSR+ quesadilla concept. Dillas crafts grilled-to-order primo quesadillas and signature scratch-made dipping sauces. Founded in Texas in 2013 by Kyle and Maggie Gordon, Dillas is mission-driven and community-focused. With locations across North Texas and Louisiana, Dillas partners with local organizations to fight hunger, foster education, and build the next generation of entrepreneurs. Dillas began franchising in 2018 and has grown deliberately, remaining founder-led and deeply focused on supporting operators who value people, process, and product.
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