Milkshake Concepts is having a banner year with Vidorra as lead growth engine
The team at Milkshake Concepts has plenty of reasons to fiesta this year, including the success and rapid growth of Vidorra, its authentic Mexican restaurant brand.
In 2018, the first Vidorra opened in Deep Ellum – a live entertainment hotspot adjacent to downtown Dallas – and quickly became a hit amongst locals. Since then, the restaurant group has launched two more locations in the DFW area, in Addison and Grand Prairie. The next location is slated to open in Rockwall in the fall of 2024, with Grapevine to follow soon after. By 2026, Vidorra will boast 10 locations total, including its first out-of-state venue in Nashville.
“While there is nothing novel about opening a restaurant in Texas that serves queso, fajitas and margaritas, Vidorra was created to serve all of that and more in the most experiential way possible,” said Imran Sheikh, CEO & Founder of Milkshake Concepts. “From the decor – much of which is sourced in Jalisco – to the music and the flavors, it’s vibrant, it’s real and it’s always a good time.”
“Vidorra” in Spanish translates to “the good life,” a name that perfectly captures its celebration of Mexican culture, food and art. The brand is known for its authentic Mexican dishes with an upscale, modern twist. From its famous queso blanco served in a 400-degree molcajete bowl to its creative takes on margaritas, fans come from all across North Texas to experience the delicious food and electric atmosphere.
“I am proud of every single one of our concepts, but Vidorra holds a special place in my heart,” Sheikh said. “I’m eager for us to expand into new areas because our fans have embraced what we’re doing with such enthusiasm. That inspires me to want to share the Vidorra experience with even more communities.”
Happy Hour at Vidorra is always a lively event, running Mondays to Fridays from 3 p.m. to 6 p.m., featuring half-off select apps, $4 select beers, $5 select wines and $6 Vidorritas (rocks or frozen). Additional specials kick off the week where guests can indulge with Margarita Mondays, which offer half-priced margaritas all day, and Tacos & Tequila Tuesdays, which boasts a shot of tequila and two street tacos for $8.
Adding to the spirited energy is lively music from Latin DJs playing salsa, bachata, merengue and more Thursday through Saturday.
Vidorra is a part of Milkshake Concepts’ impressive portfolio of influential restaurants, including The Finch, STIRR and Serious Pizza. Thanks in part to the rapid growth of Vidorra, Milkshake Concepts will expand from 15 venues to 23 by the end of 2025. For more information about Milkshake Concepts, visit MilkshakeConcepts.com.
Founded in 2015 by Imran Sheikh, Asim Sheikh & James Faller, Milkshake Concepts is a Dallas-based experiential hospitality group responsible for some of the Metroplex’s best restaurants and nightlife. The group currently operates eight brands, including The Finch, Vidorra, STIRR, Dirty Bones, Saaya and Serious Pizza.
