They Bet Everything to Turn a Simple Snack into a Restaurant Brand. Now They’re on Track for $20 Million in Revenue.
Dillas Primo Quesadillas on track for $20 million in revenue as franchising accelerates in fast-casual dining.
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Dillas Primo Quesadillas, founded by Kyle and Maggie Gordon, has seen significant growth since its inception, currently operating 11 locations in Texas and Louisiana. Projected revenue for 2026 is estimated at $20 million, with top-performing locations nearing $2.5 million in sales.
Why It Matters
The brand’s successful expansion and unique positioning in the QSR category suggest a favorable climate for franchisees, potentially increasing territory demand.
Kyle and Maggie Gordon, co-founders of Dillas Primo Quesadillas, are executing an ambitious expansion plan after initially launching their concept in 2013 in Plano, Texas. Having spent their savings to create a unique fast-casual restaurant focused entirely on quesadillas, their confidence in the brand has led to franchising efforts that began in 2021. The brand now operates 11 locations across Texas and Louisiana, with plans for significant growth projected to reach $20 million in revenue by 2026. Each location currently averages around $2 million in annual sales, with the top unit nearing $2.5 million.
The Gordons financed the initial establishment of their first location with a budget that ballooned from an expected $200,000 to approximately $500,000 due to the challenges of securing traditional bank loans; they relied on personal savings and support from their network. "We passed the hat around," Kyle recalls. Their experience at Dillas reflects a strategic pivot in the fast-casual dining sector, positioning quesadillas as a core menu item akin to other popular food categories.
With an expanding foothold and unique market position, the couple has signaled a potentially robust health within their franchise system. Their experience in the restaurant industry, particularly Kyle's tenure at Raising Cane's, where he rose from shift leader to managing partner, has equipped them with operational insights that may facilitate further growth. This expansion could attract both first-time franchisees and experienced multi-unit operators looking to enter a new niche with Dillas.
