Milkshake Concepts has become a prolific presence in the DFW market. Founded in 2015, the Dallas-based hospitality group currently operates eight brands, including Vidorra, The Finch, STIRR, Dirty Bones, Saaya, and Serious Pizza. Serious Eats, the group’s latest concept, is a food hall with a full bar and live entertainment that just opened Aug. 2 at the EpicCentral entertainment complex in Grand Prairie. Guests can order items like sliders, giant pizza slices, and over-the-top milkshakes from self-service kiosks.
While several of the group’s brands are growing, Milkshake has pegged Vidorra for significant expansion in DFW and beyond. Vidorra’s menu features modern Mexican and Tex-Mex cuisine, with tacos, fajitas, enchiladas, molcajete bowls and margaritas. Spaces are colorful and vibrant, and much of the décor is sourced from Jalisco.
Vidorra opened its first location in 2018 in Dallas’ Deep Ellum neighborhood, adding two more stores in Addison and Grand Prairie over the next few years. The next location is slated to open in Rockwall this fall, with another in Grapevine soon after. Vidorra has plotted out 10 locations total by the end of 2026, including its first out-of-state venue in Nashville, which should open following the Grapevine store.
Imran Sheikh, CEO and founder of Milkshake Concepts. Photo credit: Milkshake Concepts
Imran Sheikh, CEO and founder of Milkshake credits Vidorra’s success to the restaurant’s multisensory experience, which helps it stand apart in the crowded market.
“The sounds, the smells and the sights all culminate to deliver an ambience that has earned the brand the most loyal of followings,” Sheikh said. “The enthusiasm and demand from people who drive up to an hour to visit our current locations fuel our desire to expand and open new ones closer to them.”
When evaluating markets for expansion, Milkshake Concepts enlists what Sheikh calls a “clustering strategy.” This means sticking close to their homebase of Dallas and opening new stores in the surrounding DFW area. There are three Vidorra locations currently in development, and they hope to add three more by the end of 2026, for a total of nine in DFW.
Vidorra interiors are vibrant, with green plants and colorful décor. Photo credit: Milkshake Concepts
Milkshake Concepts chose Nashville as its first non-DFW cluster, where Vidorra will soon join a couple of existing brands in the city, including Harper’s and The Finch.
“We are also exploring other areas such as Houston, Austin, Denver, and Phoenix/Scottsdale to further enhance the brand’s reach and visibility over the coming years,” Sheikh said.
The restaurant’s interior footprints currently range from 5,500 square feet to 10,000 square feet, and covered patios are a key design element. Sheikh said there is room for customization depending on the demographics, demands and available real estate in their target markets.
Hitting that 10-unit goal “would represent significant scale and volume for a brand that is already producing above market unit economics across the board,” he said.
He acknowledges that there is nothing novel about opening a restaurant in Texas that serves queso, fajitas and margaritas, but Vidorra was created to serve guests in the most experiential way possible. The food, music and décor all play into the experience.
“It’s vibrant, it’s real and it’s always a good time,” Sheikh said.
