On a humid afternoon in Dallas, the lunchtime rush at Dillas Primo Quesadillas hums like a well-tuned kitchen symphony. The smell of sizzling tortillas and melted Monterey Jack fills the air, blending with laughter, chatter, and the clatter of spatulas against grill tops. Behind the counter, every movement feels choreographed — precise, upbeat, purposeful.
At the corner table, Kyle Gordon, the brand’s founder and CEO, watches it all quietly. His posture is relaxed, but his eyes — observant and proud — miss nothing. Beside him sits Maggie Gordon, his wife, business partner, and the creative balance to his operational fire. Together, they’ve built not just a restaurant brand, but a vision: a place where fast-casual food doesn’t mean fast compromises.
“We wanted to make something familiar,” Kyle says, “but make it excellent. A quesadilla that isn’t an afterthought — it’s the main event.”
What started as a dream inside a college food court has become one of Texas’ most beloved culinary startups — a story of hustle, heart, and queso that refuses to quit.
The Spark: How an Idea Became a Calling
The story of Dillas (pronounced “Dill-uhs,” short for quesadillas) began more than a decade ago when Kyle Gordon was a management trainee at Raising Cane’s Chicken Fingers. It was there that he fell in love — not just with food, but with the rhythm and psychology of the restaurant business.
“I loved the chaos,” he laughs. “The energy, the leadership, the teamwork — it felt alive.”
But deep down, Kyle wanted to build something of his own. Something playful but purposeful.
One night, after a long shift, he grabbed a late-night bite at a Tex-Mex joint and ordered a quesadilla — nothing fancy, just the kind of comfort food that felt like home. When the plate arrived, inspiration hit.
“I looked at it and thought — why isn’t anyone doing this better? Why isn’t there a brand built around quesadillas as the star?”
The idea simmered for years while Kyle learned the fundamentals of operations, finance, and leadership. By 2013, with support from his wife, Maggie, he took the leap — leaving his secure corporate role to open the first Dillas Primo Quesadillas in Plano, Texas.
“People thought we were crazy,” Maggie says. “We were betting everything on cheese and tortillas. But Kyle saw something no one else did.”
The Early Days: Chaos, Creativity, and Commitment
Starting a restaurant is hard. Starting a restaurant concept from scratch is almost impossible.
The Gordons mortgaged their home, emptied their savings, and built the first Dillas with a skeleton crew and relentless optimism. The first few months were grueling — long nights, broken equipment, and unpredictable crowds.
“There were days we barely made rent,” Kyle admits. “We’d clean until 2 a.m. and be back by 6.”
But every challenge brought clarity. The mission wasn’t just to serve food — it was to serve joy, community, and consistency. They focused on flavor, speed, and quality — grilled-to-order quesadillas stuffed with smoked brisket, roasted corn, and signature sauces that turned skeptics into believers.
Soon, word spread. Local families came first out of curiosity, then out of loyalty. Lines formed out the door.
“We knew we had something,” Maggie says. “It wasn’t just the food — it was the feeling. People walked in smiling and left happier.”
Within a year, Dillas had become a neighborhood staple — the kind of place kids begged to visit after games and coworkers met for quick lunches that didn’t feel rushed.
Maggie’s Role: The Vision Behind the Visionary
Ask anyone close to the Gordons, and they’ll tell you Maggie isn’t just co-founder — she’s the soul of the brand.
While Kyle drives operations and growth strategy, Maggie shapes the atmosphere — everything from menu design to community engagement. Her background in education and communications gave her a unique lens for building culture.
“I wanted Dillas to feel welcoming,” she says. “Whether it’s your first time or your hundredth, you should feel like you’re part of something.”
It was Maggie who introduced the brand’s family-friendly vibe — the bright colors, playful branding, and signature sauces with names like “The Lone Star” and “Flaming D.” She also championed community partnerships, supporting local schools and charities through donation nights and sponsorships.
“She’s the emotional heartbeat,” Kyle admits. “Where I see spreadsheets, she sees people. She reminds me why we started this in the first place.”
Together, they make decisions like a duet — different instruments, same melody.
Scaling the Dream: From One Grill to Many
As the original Dillas thrived, Kyle began thinking bigger. But expansion in the restaurant world is a dangerous game — too fast, and quality collapses; too slow, and momentum dies.
“We didn’t want to franchise blindly,” he explains. “We wanted to grow responsibly.”
In 2018, the Gordons opened their second location in McKinney, Texas. This time, they had systems, structure, and experience. It worked — the store was profitable within months.
By 2021, Dillas had expanded into multiple cities, each location echoing the same warmth and precision that defined the first. Yet, despite scaling, the brand never lost its neighborhood feel.
“Every restaurant feels like Kyle and Maggie are still there,” says regional manager Chris Hill. “That’s rare. Usually, the founders disappear when growth happens. Not them.”
The couple’s philosophy is simple: grow like family, not like franchise.
“We’re not chasing numbers,” Kyle says. “We’re chasing excellence. One store, one guest, one experience at a time.”
The Culture: Where Employees Become Family
Inside Dillas, the energy feels different — like a blend of restaurant hustle and startup optimism. Team members greet regulars by name. Managers coach instead of command. And everyone, from line cooks to cashiers, speaks about “the mission.”
“Our job isn’t just to make food,” Kyle tells his staff. “It’s to make someone’s day better — one quesadilla at a time.”
That philosophy is more than lip service. The Gordons have built one of the most employee-centered work cultures in the fast-casual industry. From tuition reimbursement to leadership training, they invest in their people the way they invest in their product.
“If you treat people like replaceable parts,” Maggie says, “you’ll never build anything lasting.”
This approach has paid off — turnover is well below industry average, and Dillas employees regularly rise through the ranks to management and corporate roles.
“They don’t just give you a job,” says longtime employee Maria Torres. “They give you purpose.”
The Brand Identity: Fun, Fast, and Flawlessly Crafted
At its core, Dillas succeeds because it’s unapologetically itself. The menu is short, sharp, and deliberate — quesadillas as the centerpiece, supported by creative sides and sauces that punch with personality.
Each dish is made-to-order with hand-cut ingredients and premium proteins, bridging the gap between casual dining and craft quality. But what truly separates Dillas is its confidence.
“We’re not trying to be everything,” Kyle says. “We just want to make the best quesadilla you’ve ever had.”
The brand’s voice — from its social media tone to its in-store signage — mirrors the Gordons’ personality: friendly, authentic, and a little mischievous. The slogan “Queso for the People” sums it up — good food, made simple, for everyone.
In a world of complicated menus and corporate gimmicks, Dillas’ charm lies in its clarity.
“It’s comfort with integrity,” Maggie says. “People taste the difference.”
The Challenges: The Pandemic and the Pivot
Like every restaurant brand, Dillas faced its defining test in 2020. The pandemic shuttered dining rooms, broke supply chains, and forced owners into survival mode.
Kyle and Maggie made one promise to their team: no layoffs, no panic, no shortcuts.
“We told them we’d figure it out together,” Kyle said. “And we did.”
The company doubled down on takeout and delivery, building new packaging systems and digital ordering platforms almost overnight. They also turned adversity into innovation — launching limited-edition menu items and free meal programs for healthcare workers.
Maggie spearheaded “Quesadillas for Heroes,” a campaign that delivered thousands of meals to first responders. It wasn’t about publicity — it was about gratitude.
“Those people showed up for us,” she said. “We wanted to show up for them.”
By the end of 2020, not only had Dillas survived — it had grown stronger. Online orders soared. Customer loyalty deepened. And the Gordons realized something crucial: their brand’s foundation was built not just on food, but on faith.
Beyond Texas: A National Vision
With a proven model and loyal following, the Gordons are now preparing for the next chapter — expansion beyond Texas.
In 2024, Dillas opened its first out-of-state location in Louisiana, with new markets planned for Oklahoma and Tennessee. But for Kyle and Maggie, growth isn’t about empire-building — it’s about sharing what they love with new communities.
“We’re not chasing franchises on every corner,” Kyle insists. “We’re chasing connections. We want every Dillas to feel local — even when it’s national.”
To achieve that, they’re focusing on selective partnerships, careful hiring, and community integration. Every new location launches with a local giveback initiative — from supporting youth sports to donating meals to food banks.
“Success means nothing if it doesn’t serve people,” Maggie adds.
The Partnership: Love, Business, and Balance
Running a fast-growing company as a married couple isn’t easy — but the Gordons make it look effortless.
“We have boundaries,” Maggie laughs. “Dinner is not a board meeting. Usually.”
Behind the jokes lies a deep understanding of complementary strengths. Kyle drives innovation and growth; Maggie ensures empathy and authenticity remain at the core.
“He’s the gas pedal,” she says. “I’m the brakes.”
That balance has guided them through highs and lows — from their first restaurant’s opening day panic to the moment they signed their first multi-unit deal.
Through it all, one principle has remained constant: respect.
“You can’t build a brand on chaos,” Kyle says. “You build it on love — love for the work, for the people, and for each other.”
The Legacy They’re Building
For Kyle and Maggie Gordon, Dillas isn’t just a business — it’s a platform. A way to show that great food and great purpose can coexist.
They’ve created a company that champions community, celebrates its employees, and dares to dream big without losing its local soul.
“We’re proof that small ideas can change everything,” Kyle says. “We didn’t invent quesadillas. We just gave them the respect they deserve.”
Their story has inspired a new generation of food entrepreneurs — people who see restaurants not as transactions, but as storytelling spaces.
And as Dillas continues to grow, one thing is clear: the Gordons aren’t slowing down.
“We still feel like we’re just getting started,” Maggie smiles. “We’re still building, still learning, stil
