The Big Dilla: How Dillas Quesadillas Built a Brand by Creating Its Own Segment
Podcast Episode #39 · 35 min
October 21, 2026
Welcome to Founderology – Built to Breakthrough, the ultimate podcast created by Founders, for Founders. Founderology is your go-to resource for actionable insights and proven strategies to propel your business and yourself to new levels of success.
Hosted by Kathleen Wood
Guest Maggie Gordon
Co-Founder of Dillas Quesadillas
The Big Dilla: How Dillas Quesadillas Built a Brand by Creating Its Own Segment
Turning an appetizer into the star of the show
Most people see a quesadilla as an appetizer. Maggie and Kyle saw a national brand. Rather than compete in crowded categories, they committed to creating a segment of their own. Maggie explains the power of a concept that focuses intensely on one menu item.
- How their focus drives speed, consistency and the guest experience
- Why one menu item is not a limitation and actually creates a multiplier effect
- The discipline behind one tortilla and one cheese blend
Listening without losing the brand
What about tacos? A different tortilla? The Dillas team hears it all and listens to all of it. Some requests they decline, and some make the brand better. Maggie provides insights into how they decide what to accommodate and what to hold true to.
- What guests asked for that changed the menu
- Where they refuse to compromise
- The key to staying true to who you are when everyone has an opinion
A “Big Dilla” culture built on family and accountability
Culture is a Big Dilla, and it is rooted in their core values of good food, good people and good times while working hard and keeping it clean. Good people mean everyone inside and outside the four walls. Maggie describes their culture as a blend of family and accountability: They love their team like family, and they hold them accountable. That culture has built remarkable loyalty, with team members who have been with Dillas for eight, nine and even 10 years.
Growth through franchising
When Maggie and Kyle started Dillas, they had no intention of franchising because it meant giving up control of their brand. Today, the brand awards franchises only to partners who share its values. Maggie holds Dillas to the same standard: The franchisor must earn the right every day as much as the franchisee. Listen as Maggie discusses the impact of awarding franchises.
- Why awarding a franchise is critical to success
- How a partnership became the proving ground
- Why earning the right goes both ways
Strategic decision for growth: The first executive hire
After 13 years of leading every department themselves, Maggie and Kyle reached a growth point. They found themselves wanting to scale faster, and they realized it was time to start working on the business rather than in it. Maggie talks openly about the investment in their first executive hire and why she was confident a new hire would provide a great return for their business.
Founder-to-Founder insights
When I asked Maggie what she would tell a Founder at the franchise crossroads, her answer reframed everything. She explains why franchising requires an entirely different mindset than running company stores. You have to hear it from Maggie, so take lots of notes. You will be thankful for the time and money you it will save you!
A whole lot more
If you are a Founder asking yourself, “What do I do next?” this episode answers that question and so many more in real and meaningful insights. Listen to “Built to Breakthrough” now wherever you get your podcasts and hear real insights from Founders who are building brands to break through!
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