Dillas Primo Quesadillas in Frisco finds strength in ‘niche’ market, community connection

The Lone Star is a bestseller at Dillas, according to founder and owner Kyle Gordon. The quesadilla comes with smoked brisket, red onion, cilantro, barbecue sauce, a cheese blend and jalapeño ranch. (Photo courtesy Dillas Primo Quesadillas; Design by Chelsea Peters/Community Impact Newspaper)
The Lone Star is a bestseller at Dillas, according to founder and owner Kyle Gordon. The quesadilla comes with smoked brisket, red onion, cilantro, barbecue sauce, a cheese blend and jalapeño ranch. (Photo courtesy Dillas Primo Quesadillas; Design by Chelsea Peters/Community Impact Newspaper)

The Lone Star is a bestseller at Dillas, according to founder and owner Kyle Gordon. The quesadilla comes with smoked brisket, red onion, cilantro, barbecue sauce, a cheese blend and jalapeño ranch. (Photo courtesy Dillas Primo Quesadillas; Design by Chelsea Peters/Community Impact Newspaper)

Image description
Gorilla fries come with Hatch chile queso. Bacon and jalapeño toppings can also be added. (Courtesy Dillas Primo Quesadillas)
Image description
Founder and owner Kyle Gordon came up with the idea for Dillas Primo Quesadillas while attending college in Austin. (Courtesy Dillas Primo Quesadillas)
Image description
The Frisco restaurant opened in 2017. (Courtesy Dillas Primo Quesadillas)

The name for Dillas Primo Quesadillas first came to owner and founder Kyle Gordon while he was watching the movie Napoleon Dynamite in 2004.

“There’s a scene where [Napoleon’s] grandma is leaving to go out of town and he asks, ‘Well, what’s there to eat?’ And she’s like, ‘Fix yourself a dang quesadilla!’" Gordon said, highlighting the character’s pronunciation: “quesa-dill-uh.”

Gordon said "Dillas"—pronounced "Dill-uhs"—was the perfect name for a quesadilla-only restaurant.

16 years later, Gordon and his wife, Maggie, have opened three Dillas restaurants in the Dallas Fort-Worth area. The “quality convenience” restaurant, which Gordon said is the border of fast casual and fast food, specializes in quesadilla meals.

Gordon said the idea for Dillas came while he attended college in Austin and saw fast casual concepts, such as Chipotle, Freebirds and Pei Wei, succeed on elevated cuisine and good service, but with easy access.

After opening over 100 restaurants with Raising Cane’s, Gordon began pursuing his college dream full-time in 2013— the same year the first Dillas opened in Plano.

The Frisco location came along in 2017 and the McKinney one in 2018. Gordon said location selection was based on community connection.

“We don’t have a sophisticated real estate selection algorithm. We just want to be in good communities that we feel like we can support and that will support us,” he said.

Gordon said the goal of each Dillas restaurant is to help its community, whether through program advertisement or assisting local schools with football and spirit nights.

Customers have turned out for Dillas during the COVID-19 pandemic, Gordon said.

“I’m very proud and happy that we are well-positioned for the pandemic,” he said. “80% of our business is catering, takeout, online order, delivery, online order takeout and drive-thru.”

Dillas’ focus on quesadillas and various customization options helps the restaurant stand out for customers, Gordon said.

“You have this unique fusion of french fries and quesadillas. We bring in all these flavors. Like, the Buffalo Bacon is chicken, blue cheese, bacon and Frank’s hot sauce,” he said. “We really try to go deep on that niche and not get distracted. You’re never going to find burritos or tacos or anything else at Dillas. We sell Dillas."

Dillas Primo Quesadillas

3930 Preston Road, Ste. 140, Frisco

469-362-6123 | www.dillas.com

Hours: Sun.-Mon. 11 a.m.-9 p.m.


By Elizabeth Ucles
Elizabeth is the reporter for Community Impact Newspaper's Frisco edition. She graduated from St. Edward's University with a degree in Writing and Rhetoric with a journalism concentration and a minor in Spanish in May 2019. Elizabeth covers public and higher education, development and transportation.


MOST RECENT

Walk-On's is opening in McKinney in 2022. (Courtesy Walk-Ons Sports Bistreaux & Bar)
Co-owner Dak Prescott to launch eatery in McKinney; Goody Goody Liquor coming to Keller and more DFW-area news

Read the latest business and community news from the Dallas-Fort Worth area.

Children disembark the bus and head into the Boys & Girls Club for afterschool programs. (Courtesy Boys & Girls Clubs of Collin County)
Driver shortage, membership decrease affects Boys & Girls Clubs driver services

“Not having a pool of drivers available also has affected the growth of our organization, as we are unable to access more areas to bring more members into the clubs,” Boys & Girls Club CEO Marianne Radley said.

BP Performance opened in April. (Courtesy Adobe Stock)
BP Performance fitness center opens in Frisco

BP Performance offers boot camps, youth programs, professional athlete training, personal training, physical therapy, dry needling, chiropractic services and massage therapy.

Hot Body Yoga in Frisco is now under new ownership. (Courtesy Hot Body Yoga)
Hot Body Yoga under new ownership in Frisco

The brother and sister said their goal is to build a yoga community where everyone can feel comfortable entering the studio, regardless of their abilities.

Crumbl Cookies offers over 120 rotating cookie flavors. (Courtesy Crumbl Cookies)
Crumbl Cookies to open in Plano; McKinney trash pickup rates to rise and more DFW-area news

Read the latest business and community news form the Dallas-Fort Worth area.

map
Frisco City Council gets first look at findings from regional transit studies

Michael Morris, director of transportation with the North Central Texas Council of Governments, gave a virtual presentation during the council’s work session on transit needs for the city as well as the possibility of passenger rail service.

rendering of project
Frisco City Council again tables rezoning proposal for $1B development called The Link

Frisco City Council members heard an update May 4 about the proposed rezoning for a 239-acre project known as The Link.

The Omni PGA Frisco Resort will open in spring 2023. (Rendering courtesy Omni Hotels & Resorts)
GALLERY: Groundbreaking kicks off construction on Omni PGA Frisco Resort

The development was delayed by about a year due to the hit the hotel industry took from the COVID-19 pandemic, but is moving forward now.

restaurant table
Jakes Burgers and Beer locations in North Texas, including in Frisco, under new ownership

The restaurant is known for its locally sourced beef burgers and selection of local brews and Texas spirits.

Construction is complete at The Offices Three at Frisco Station. (Courtesy VanTrust Real Estate)
Construction completed on The Offices Three at Frisco Station

The Offices Three at Frisco Station features 210,000 square feet of office space and is the third of five planned buildings for the office district. 

Unofficial election results on May 1 show incumbent John Keating defeated challenger JP Schade by 75.8% to 24.2% in the Frisco City Council Place 1 race. (Sandra Sadek/Community Impact Newspaper)
Keating defeats Schade, keeps Frisco City Council Place 1 seat

Unofficial election results on May 1 show incumbent John Keating defeated challenger JP Schade by 75.8% to 24.2% in the Frisco City Council Place 1 race.

Unofficial election results on May 1 show Jennifer White, with 36.9% of votes, and Angelia Pelham, with 27.3% of votes, will face each other in a runoff election. (Community Impact Newspaper staff)
White, Pelham heading to runoff election for Place 3 on Frisco City Council

Unofficial election results on May 1 show Jennifer White, with 36.9% of votes, and Angelia Pelham, with 27.3% of votes, will face each other in a runoff election.