Take a closer look at growing brands Surcheros, Go Greek Yogurt, Crimson Coward and Dillas Quesadillas.
Surcheros
Concept: Luke Christian founded Surcheros in 2007 by in his hometown of Douglas, Georgia, as a Tex-Mex restaurant focused on delivering bold flavors, fresh ingredients and southern-style hospitality. The company launched its franchise program in 2017 and has since expanded into Florida and other Southern markets. The menu includes burritos, bowls, tacos, quesadillas and salads, with a variety of grilled proteins, fresh toppings and signature sauces. “Our success comes from staying true to who we are and why we started,” Christian said. “By prioritizing genuine hospitality, fostering meaningful connections within our communities and supporting our franchise partners, we’ve been able to grow while keeping our roots at the heart of everything we do.”
Stats: The investment range is between $301,000 and $1.4 million. Surcheros has 30-plus locations in Georgia, Tennessee, South Carolina and Florida. The company doesn’t disclose average unit sales, but it reported a 25 percent increase in systemwide sales in the first half of 2025.
Competition: Surcheros is up against a similar competitive set in the Mexican category as Dillas. “We define our primary competitors as any fast-casual or quick-service restaurant brands within a three to five-mile radius of our stores. These competitors typically offer fresh, customizable ingredients at a comparable price point to ours,” Christian said.
Challenge: Keeping a tight handle on unit-level execution will prove important as more units open. “The biggest challenge for us is maintaining operational efficiency while scaling and ensuring hospitality standards are met at every location,” Christian said.
Go Greek Yogurt
Concept: David and Tanja Subotic and Jonathan Williams founded Go Greek Yogurt in 2012 to bring Mediterranean yogurt to the United States. The brand emphasizes quality ingredients imported from Europe and a Mediterranean lifestyle of mindful eating. Its roster of A-list fans includes the Kardashians, Jennifer Aniston and Gigi Hadid. “Go Greek Yogurt was a true passion project inspired by my time living in Greece. We launched the brand in an effort to return to what sustains us: real food, simple ingredients, and the joy of slowing down; something that is non-negotiable across the Mediterranean,” Tanja Subotic said. Stores serve frozen yogurt, blended yogurt bowls and smoothies.
Stats: The investment range is $376,550 to $797,650, depending on location and size of restaurant. As of September, the brand had 13 locations—five in the U.S. and eight in the Middle East. The brand offers kiosks and 1,000-square-foot stores.
Competition: Frozen yogurt brands are plentiful. A sampling includes Orange Leaf, Yogurtland, TCBY, Pinkberry, Yogen Früz, Yogurt Mountain, 16 Handles and Yogurtini. Go Greek aims to stand out as being “rooted in the nourishing rhythm of the Mediterranean lifestyle,” Subotic said.
Challenge: Despite competing with other established yogurt brands, the owners are not fazed. “There aren’t many other brands who are offering high-quality, better-for-you, fresh and frozen Greek yogurt, with ingredients imported directly from Europe,” Subotic said. “We’ve really carved out our own lane in the space, where timeless Greek traditions meet today’s wellness lifestyle for the ultimate nourishing indulgence.”
Crimson Coward
Concept: Founded by Ali Hijazi in Downey, California, in 2018, the concept arose from his passion for hot chicken and a journey to Nashville to understand the culinary phenomenon. Crimson Coward developed a signature spice blend called “The Crimson Rub,” which is applied 24 hours before cooking. Restaurants serve fresh halal chicken cooked to order and hand-breaded. Many locations feature an open kitchen design. Because the average wait period is 15 to 20 minutes, the company recommends ordering ahead for pickup. “What has made our product so captivating is the complexity of its flavor profile—each blend is unique to the heat level our guests prefer. Once you try it, you want to share it with your friends because it’s just that different and that good,” said Hijazi.
Stats: There are more than 20 locations in California, Michigan, Texas, Washington, Virginia and Maryland, with another 200 planned nationwide by 2027, the company said. The investment range is $350,000 to $500,000.
Competition: There are numerous brands in the hot chicken space, including a host of non-franchised concepts. On the franchise front, Dave’s Hot Chicken has more than 300 stores, while the The Red Chickz, Angry Chickz, Houston TX Hot Chicken and several others are working to quickly gain a foothold in key markets.
Challenge: As noted, spicy hot chicken has become a crowded space in and outside of franchising with a lot of established and new brands getting in on the action. How Crimson Coward differentiates itself from the others and reaches new markets will determine its long-term success.
Dillas Quesadillas
Concept: Kyle and Maggie Gordon founded Texas-based Dillas Quesadillas in 2013 after Kyle Gordon spent years in operational leadership at Raising Cane’s. It’s known for “Primo” grilled quesadillas and its signature fries. The company received a minority investment from Gala Capital Partners in 2022 to fuel expansion and a franchise program. “Maggie and I saw an opportunity to take something people already loved, elevate it and make it the centerpiece,” Kyle Gordon said. “From the beginning, our focus has been on doing one thing exceptionally well and building a culture that keeps customers coming back.”
Stats: The investment range is $809,500 to just under $1.4 million, and the average unit volume is $2 million, according to the franchise disclosure document. Dillas has 11 restaurants in Texas and Louisiana. Last fall, it debuted a drive-thru and carryout-only prototype in Ruston, Louisiana, to speed up service, lower build costs and expand real estate options.
Competition: Dillas faces a lot of competition from the likes of Chipotle, which added quesadillas to its permanent menu, plus Taco Bell, Qdoba, Bubbakoo’s Burritos, and others offering several types of quesadillas.
Challenge: But Kyle Gordon believes the greatest challenge, and greatest opportunity, lies in culture. “Restaurants live and die by people,” he said. “The best part of my week is still walking into a location and seeing a team member light up when they crush a rush. That’s the culture Maggie and I started with and it’s our moat as we grow. If we can keep that foundation strong, everything else will follow.”
