Why Dillas Primo Quesadillas Waited 10 Years to Franchise | Maggie Gordon
How do you know when your restaurant concept is truly ready to franchise?
For Maggie Gordon and her husband, Kyle, co-founders of Dillas Primo Quesadillas, the answer came through years of building the business, refining operations, and learning what it takes to grow without sacrificing quality or culture.
In this episode of FranchiseU!, Maggie joins Kathleen to share how an idea born during college became a Texas-based restaurant brand built around one simple concept: making quesadillas the star of the menu.
Maggie discusses her unconventional career journey from public relations and media planning to entrepreneurship, and how her diverse professional experiences prepared her to take on the responsibilities of building a restaurant company.
She also explains why Dillas initially resisted franchising, how a joint venture became the testing ground for its franchise system, and what she and Kyle learned about transitioning from operating restaurants to supporting independent franchise owners.
The conversation explores their complementary leadership roles under the Entrepreneurial Operating System (“EOS”), the importance of people, process, and product, and why finding franchise partners who share the company's values matters more than growing quickly.
Maggie also reflects on building a business with her spouse, developing future leaders, giving back to the community, and the lessons she's learned as a woman entrepreneur.
Whether you're considering franchising, building a growing business, or developing your leadership skills, this episode offers a practical look at what it takes to create a company designed for sustainable growth.
Key Takeaways
1. Franchising should follow operational readiness, not just ambition.
Although Dillas opened in 2013, Maggie and Kyle did not initially plan to franchise. Their 2018 joint venture allowed them to discover whether their restaurant model could succeed without their direct daily oversight.
That experience revealed opportunities to improve training, operating procedures, and support systems. By the time they developed their Franchise Disclosure Document in 2023, they had gained valuable experience preparing the business for a different kind of growth.
2. Complementary leadership strengths can become a competitive advantage.
Using EOS, Kyle serves as the visionary, focusing on ideas, relationships, and long-term direction, while Maggie acts as the integrator, translating those ideas into practical plans and coordinated execution.
Their different strengths help them balance innovation with operational discipline.
3. Build systems before you need them.
Dillas was designed with growth in mind from its earliest days. The founders invested in operating procedures, scheduling technology, and restaurant management systems rather than waiting until the company expanded.
Maggie emphasizes that strong processes are essential to delivering a consistent product, developing employees, and supporting franchisees across different locations.
4. The right franchisee shares more than a financial interest.
For Dillas, operational involvement and cultural alignment are essential. Franchisees must embrace the company's mission to "Deliver the Good" and its commitment to good food, good people, and good times while working hard and keeping it clean.
Maggie explains why the brand seeks owners who are actively engaged in their restaurants, invested in their teams, and committed to the communities they serve.
5. Franchising is a separate business with a different leadership model.
One of Maggie's most important lessons is that running company-owned restaurants and supporting franchisees require different skills, resources, and responsibilities.
Instead of directly managing every decision, franchisors must learn to guide, influence, and support independent business owners while maintaining brand standards.
About Maggie Gordon
Maggie Gordon is the co-founder and President/Integrator of Dillas Primo Quesadillas, a Texas-founded restaurant concept she launched with her husband, Kyle Gordon, in 2013.
A graduate of the University of Texas with a background in public relations, Maggie began her career in advertising and media planning before working in marketing, design, and business management.
Her varied professional experiences became valuable assets as she helped establish Dillas and developed responsibilities across administration, finance, human resources, organizational systems, and company leadership.
Today, Maggie helps lead the brand's operations and growth strategy, including its transition into franchising. Working alongside Kyle, she focuses on building the systems, teams, and culture necessary to support the company's continued expansion.
She is also passionate about mentoring future entrepreneurs, developing leaders, supporting community initiatives, and encouraging women to pursue business ownership.
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This episode proudly brought to you by the Yum! Center for Global Franchise Excellence at the University of Louisville College of Business.