Quesadilla Gorilla photo contributed

After a year of franchising challenges, including a delay with Franchise Tax Board certification and spotty interest from potential franchisees from out of state, Quesadilla Gorilla is going back to its roots in 2025. 

The focus is now on spreading its reach in the Central Valley before franchising out-of-state.

Opened in 2013 in Visalia, the locally-owned specialty quesadilla restaurant quickly became a hit, popping up locations in Hanford and Fresno, as well as a food truck that often sets up shop in Three Rivers.

CEO Miguel Reyes has explored becoming a franchisor for several years now, with plans taking shape in 2023. The plan didn’t get off the ground as Reyes had hoped, with franchise opportunities in California stalled as he waited for the business to be approved by the Franchise Tax Board.

“We actually went dark in the franchising world earlier this year,” he said. “Kind of got a late start to the game this year.”

Now with Quesadilla Gorilla approved for franchising in California, Reyes hopes to set plans get back on track. Currently he is in talks with a potential Porterville store operator, as well as pursuing leads in the Bakersfield and Sacramento areas.

As for outside of California, Reyes said that the inconsistency of working with out-of-state franchisees has made him redirect his efforts to local partners. Despite receiving plenty of inquiries from out of state, Reyes said it was rare to actually get one on the phone.

“We were getting 200 plus leads per month out of state, but it seemed like no one would answer their phone once they submitted a form,” he said. “With our current leads that we have in the area, it seems like we’re able to actually jump on the call; they’re familiar with the brand, they’ve seen it, they’ve had it before.”

 

How was 2024?

Reyes said 2024 included other challenges for the business, including about a 20% dip in sales.

He has dedicated a lot of time in analyzing how best to jumpstart revenue moving forward with their existing model.

“A lot of this year’s time has been [finding out] how can we maximize what we do have and how we can get more traction for our stores,” he said. They have branched out into fundraising and corporate sales and deals.

Reyes said he and many business owners he has spoken with believe the economy will stabilize under the new presidential administration.

One of the surprising ways that Reyes has cut costs is by introducing a temporary item long term — carne asada.

Quesadilla Gorilla recently introduced carne asada to its menu as a regular item. The new item ended up surprising him in its overall value, costing about half as much as ground beef, which costs nearly $10 per pound to prepare.

Reyes is also exploring the possibility of creating a “value menu” to cater to customers on a budget.

Reyes said supply chain issues related to bird flu-related slowdowns haven’t affected Quesadilla Gorilla nearly as much.

“We don’t have eggs on our menu,” he said. “I’m definitely seeing and hearing some of these other vendors that are more breakfast or more egg-centric — they’re definitely getting a hit for sure.”

Reyes said that his suppliers have seen spikes in product prices, with the cost of five dozen eggs jumping from $100 to $120 in the span of a single week.

 

Overcoming the challenge

Despite the challenges of 2024, Reyes is looking at 2025 with confidence. Having been approved for franchising in the state, he said Quesadilla Gorilla is aiming for more in-state restaurants by the end of the year, hoping to grow the restaurant’s namesake to create an appeal to out-of-state buyers.

“We’re looking to expand into Bakersfield, Modesto and Merced,” he said. “We’re looking for franchisees who are interested, who believe in our values and vision.”

Reyes also has plans to open several Idaho locations. He has connections in the state, with family in Moscow — where he hopes to open a franchise location soon. Additionally, one of Reyes’ employees hopes to relocate to Idaho to be closer to family — an opportunity the two have spoken about.

For now, Reyes hopes to see a store in Clovis in summer 2025. The location, across the street from The Row on Willow and Shepherd avenues, has been targeted by Reyes for some time as a prime location for a restaurant.

The new location at 1961 N. Willow Ave., in Clovis, will feature a bar like the one at its Visalia location.