Operations

How Dillas Quesadillas revamped operations to speed service

A stalled drive-thru prompted Dillas Quesadillas to overhaul operations, simplify its menu and adopt kitchen-prep technology. The changes cut service times by 20 to 30 seconds and improved prime costs by up to four percentage points as the Texas chain prepares to grow from 11 to 50 locations by 2028.

Source: Dillas Quesadillas

October 30, 2026 by Amy Sorter — Writer and Editor, Connect Media

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Kyle GordonCourtesy of Dillas QuesadillasDillas Quesadillas opened its first location in Plano, Texas, in 2013, and gradually expanded into other North Texas and Louisiana markets. But when Dillas co-founder and CEO Kyle Gordon visited the brand's restaurant in Forney, Texas, following its 2023 opening, he saw problems.

"I was outside and saw the drive-thru stalling out," he told FastCasual. "I went to the back of the house to see what was going on and was shocked by what I found."

Multiple systems were breaking down simultaneously as a flustered shift leader struggled to manage unfinished prep work. Meanwhile, a new team was trying to execute a menu featuring about 10 signature quesadillas. Too many options created friction for new customers and slowed the drive-thru line.

In response, "we made the strategic decision to lean hard into QSR+ and less into fast casual," Gordon said. The shift also meant putting expansion on hold while the company changed its menu, implemented new technology and strengthened its operational infrastructure.

Dillas reduced its offerings to six signature Primo Quesadilla Meals, each served with fries and a drink. The company retained a secret menu and add-ons for loyal customers, known as Dillas Diehards. It also improved its franchise infrastructure, including training, site selection and vendor partnerships, while making drive-thrus a must for new locations. Technology was another part of the overhaul. Dillas implemented PreciTaste kitchen-prep management technology in company-owned restaurants and began using weekly AI-generated operational reports.

"Together, these have driven down speed of service by 20 to 30 seconds and improved our accuracy and overall satisfaction," Gordon said.

The changes also improved prime costs by two to four percentage points, depending on the restaurant, he said.

"More than half of our sales come through the drive-thru, so those seconds matter," Gordon said.

Adding leadership for growth

The operational changes and expansion plans also prompted the Plano-based company to strengthen its leadership team.

Earlier this month, the company promoted Michael Mabry from head of franchise development to chief operating officer. Mabry has more than 30 years of restaurant industry experience, including serving as president and COO of MOOYAH Burgers, Fries & Shakes, chief development officer at Fuzzy's Taco Shop and president of Famous Toastery. Mabry oversees day-to-day operations and franchise partner support, giving co-founder and president Maggie Gordon more time for franchise success efforts and Gordon more time to focus on strategy and franchise development.

Gordon said Mabry was a logical choice for the COO role.

"He has been a mentor for many years and knows Dillas like the back of his hand," he said. "He's been on the team for a year running development, so this was a logical step as we began to see growth on the horizon."

With Mabry overseeing operations, Gordon said he can devote more time to helping franchisees build their businesses.

"I dedicate a lot of my week to working with them on growing their business and analyzing their operations," he said.

The next moves

Dillas has 11 restaurants open, six of which are company-owned in the Dallas-Fort Worth area. The remaining five are in East Texas and Louisiana and are owned and operated by Primeaux Restaurant Group. The company is targeting 50 operating units by 2028.

"We currently have multiple franchise groups in the pipeline, all multi-unit deals, including a three-restaurant agreement in Dallas," Gordon said.

The company is prioritizing Texas and Louisiana before expanding into other Sunbelt and Southeastern markets, including Oklahoma, Arkansas, Florida, Georgia and Tennessee. Dillas favors community-oriented markets, including college towns such as Ruston, Louisiana, and Nacogdoches, Texas.

Real estate selection is another focus. Gordon said Dillas favors second-generation restaurant spaces in which the location is right but the previous concept wasn't. The company has freestanding prototypes ranging from 1,500 to 2,500 square feet and found success with end-cap locations featuring drive-thrus, typically ranging from 2,000 to 3,000 square feet. A recent opening at Brookshire Grocery Arena has also given the company an opportunity to explore nontraditional locations. Gordon said the restaurant is an authorized satellite of an existing Primeaux Restaurant Group location.

"We're learning a lot and will continue to be opportunistic for these types of sites," he said. "It's not a top priority, but now that we have one, we know what to look for as new opportunities emerge."

As Dillas approaches its 50-location goal, the company expects 20% to 30% of its restaurants to be company-owned, with franchising accounting for the remainder.

The scalable model

The operational overhaul is helping prepare Dillas for that growth. Gordon said a simpler menu makes training faster, promotes consistent execution across restaurants and eases the transition to franchise ownership.

Still, the company isn't rushing to expand. Gordon said Dillas will prioritize execution over unit count as it builds the foundation for growth, first as a stronger regional brand in the Southeast and eventually nationwide.

"It's not about quantity in the restaurant business," he said.

"It's about quality and earning the right to grow through great operations, craveable Primo Quesadilla Meals, and genuine hospitality."

About Amy Sorter

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Amy W. Sorter is an award-winning journalist, copywriter and content producer. Sorter has generated quality articles, blogs and thought leadership pieces for multiple industries during her many decades as a writer. Her byline has appeared in local and national publications including the American Business Journal, Connect CRE, Bankrate, CURE Magazine and the Dallas Morning News.

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