Primo’s MX New Location: Hillcrest

Primo’s MX Kitchen & Lounge, which returned to North Texas with its Uptown location earlier this year  before opening its second location in The Statler, will open its third location Monday, Nov. 23, in North Dallas at 8611 Hillcrest Road.

 “Primo’s is such an iconic brand, and has been a real fixture in both Uptown and Downtown,” says Robert Hall, CEO of Refined Hospitality Concepts. “With the opening of Primo’s Hillcrest, we want to become the go-to destination for elevated Tex-Mex and craft cocktails in Preston Hollow and North Dallas.”

Guests at Primo’s Hillcrest can expect an updated twist on the evolved Tex-Mex cuisine and elevated cocktails they have come to expect from the Uptown and Downtown locations. The menu includes guest favorites such as Carne Asada Fries ($14.95) and Primo’s Villa Dip ($9.95) on the appetizer list, Tex Mex specialties including a vegetarian Enchiladas Verdes y Crema ($12.95) and Tableside Fajitas, including the new Lobster Fajitas ($29.95). Additional new menu items include a 16-ounce Bone-In Ribeye ($42.95) and Grilled Texas Quail ($36.95).

“When we decided to open Primo’s on Hillcrest, we wanted to open with some amazing new items,” explained Hall. “Lobster, Texas quail and a bone-in rib eye, to name a few. From there we decided to bring these enhancements to all Primo’s locations.”

Brunch will be served on Saturdays and Sundays from 10 a.m. to 3 p.m. Popular brunch items include Chilaquiles Burrito ($12.95) and The Churro Waffle ($14), along with Bloody Marias/Marys (with Exotico Blanco or Tito’s Handmade Vodka, $10), Mimosas (with orange juice, peach puree or blood orange, $7), and Cinnamon Churros (with Jägermeister and RumChata, $8). 

Primo’s Hillcrest will also serve lunch seven days a week. Combo plates include entrees like Enchiladas Verdes y Crema, Asada Tacos and Chile Relleno Primo. They’re served with a choice of Spanish or Cilantro brown rice and black beans for $16.95.

The Primo’s team anticipates takeout and delivery to be exceptionally popular at the Hillcrest outpost as well as private dining options. Primo’s will be offered on several third-party delivery platforms, including UberEats, Grubhub and Seamless.

“We have really worked to create an evolved Tex Mex menu that is worthy of the classic Primo’s brand,” says Corporate Executive Chef Ryan Carbery. “I think we’ve created the most exciting expression of this cuisine available in North Texas, and know that our guests at Hillcrest will enjoy the unique array of taste we’re bringing to their neighborhood.”

Primo’s is prepared to welcome guests with an unparalleled eye toward safety and sanitation. In addition to operational standards that meet or exceed CDC and Texas Restaurant Association standards, the RHC team temperature-screens all guests as they enter the restaurant, uses only QR code menus, and offers hand sanitizing stations throughout the restaurant.

Reservations, private dining information, off-site catering, delivery and more can be found on the Primo’s MX Kitchen & Lounge website at via

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