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Enchilada Time

Upscale Dallas Tex-Mex restaurant joins lineup at Victory Park

Teresa Gubbins
Apr 26, 2017 | 3:13 pm
Mesero restaurant in Dallas
Add quesadillas to the menu at Victory Park.
Photo courtesy of Mesero

Victory Park has signed on another new restaurant, and it's a biggie: Mesero, the Tex-Mex concept from restaurateur Mico Rodriguez. He'll open a flagship location at Victory Park, serving reimagined Tex-Mex and Mexican dishes, as well as American classics, with an opening set for early 2018.

In addition, a branch of Orangetheory Fitness will also open at Victory Park, bringing its scientifically backed, group personal training workout to Victory in the fall.

Mesero currently has four branches around Dallas, beginning with the original Mr. Mesero on McKinney Avenue, plus locations on Henderson Avenue, Inwood Village, and Prestonwood; another is set to open in Plano at the Legacy West complex. Rodriguez founded the chain after parting ways with Mi Cocina, the other successful Tex-Mex chain he helped spawn.

There are currently a dozen branches of Orangetheory Fitness in the Dallas-Fort Worth area, including Preston Hollow, Plano, and Rockwall.

Victory Park is undergoing a redevelopment by owner Estein USA and retail partner Trademark Property Co. They're adding 85,000 square feet of new retail space, and making key district enhancements to evolve Victory Park into a more authentic, walkable, and soulful urban neighborhood.

Both Mesero and Orangetheory Fitness will be located in a new mixed-used building under construction at Victory Park Lane and High Market Street. The building, which is nearing completion, will also be home to two other 2017 openings: Cinépolis Luxury Cinemas – Victory Park and The 23, a new 285-unit mixed-use apartment community by LMC, as well as 20,000 square feet of new retail space.

Victory Park vice president Lance Fair says in a release that these new tenants give a more concrete glimpse of the new vision for the district.

"Everything we are doing — the tenant lineup, local food and beverage talent, the public art program, down to the smallest detail — is designed to contribute to a refreshing, authentic vibe that will make Victory a vibrant destination for visitors to rediscover," he says.

Mesero joins a slew of other new restaurants and bars: There's the restaurant and bar from the owners of High Fives, So & So's, and The Standard Pour; a bar and tavern by Brooke Humphries of Barcadia, Beauty Bar, Mudsmith, It’ll Do Club, and Pints & Quarts fame; a restaurant-entertainment concept in Victory Plaza from Humphries and Elias Pope (HG Sply Co.); and three concepts from Tristan Simon's new venture, Rebees, including a saloon, a retail store, and workspace with a cafe.

Victory Park recently unveiled an 8-foot steel sculpture of a hand making a V, by California-based artist Nathan Mabry. Called Heavy Handed (Symbol), it's the first in a series of Instagram-worthy public art installations planned for Victory, including a large sculpture by Las Vegas artist Tim Bavington coming in the next few months.

Other redevelopment initiatives to date have included reworked streetscapes, sidewalks, and storefronts; district identity markers; wayfinding elements; public space amenities; two-way traffic conversion on Houston Street and Victory Avenue; and a dedicated bike lane extending the Katy Trail. Additional parking and valet options, as well as lighting and technology upgrades, will also roll out in 2017.

openings downtown
news/restaurants-bars

Flour power couple

Oprah-endorsed Cookie Society rolls out 3 new Dallas-area locations

Christina Hughes Babb
Nov 5, 2026 | 4:30 pm
Cookie Society
Photo courtesy of Cookie Society
Stuffed banana pudding cookies are among the rotating seasonal offerings.

There are secret societies and honor societies, but the sweetest sort of society will soon boast several new Dallas-area storefronts: Cookie Society, the wife-and-husband-owned gourmet bakery, will open at 232 W. Campbell Rd. in Richardson on November 21, and at 906 W. McDermott Dr. in Allen on December 4, a spokesperson says.

An Inwood Village store will open next year at 5560 W Lovers Ln., the website says. No date has been announced.

When Jeff and Marissa Allen opened their second Cookie Society in Addison in 2022, they spoke of plans to expand across North Texas. With Addison and the original Cookie Society in Frisco — plus Mansfield, Prosper, and Southlake — the three new stores will make eight, and the Allens do not intend to stop there. In a release, they say they are preparing to announce another location inside Dallas proper, besides Inwood Village, "very soon." (It is not yet listed on the website.)

The expansion plan may seem ambitious, but there is reason for their confidence. Back in 2020, when they had just one store struggling in the face of a global pandemic, Oprah featured their cookie Gift Crate on her famous "Oprah's Favorite Things" holiday gift list, published in the December issue of O, The Oprah Magazine.

That gave them a jumpstart, and the rest ... involved no rest but relied on the couple’s hard work and consistent production of an irresistible product.

“Before there were storefronts, there were pop ups and markets and a whole lot of hustle,” Marissa says on Instagram.

cookie society Marissa and Jeff Allen, both retired athletes, began testing recipes in their home kitchen before building their doughy empire.Courtesy photo

It started small, with Marissa, a former college soccer star, baking at home. She experimented with nostalgic flavors like banana pudding, apple pie, and frosted oatmeal. Jeff — a former NFL player with a Super Bowl ring — and his teammates tested her output.

The menu includes six year-round classic cookies — chocolate chip, salted caramel, frosted oatmeal, banana pudding, snickerdoodle, sugar — and an array of featured flavors (pumpkin white chocolate, cookie butter milkshake in November) that keep things interesting. All are described as Texas-sized (big) with a crisp edge, soft chewy insides, and bold flavors.

The couple adds on their Story page that Cookie Society is the largest Black-owned cookie brand in Texas. In addition to the numerous storefronts, they offer nationwide shipping and a monthly subscription program.

"The company has grown, but the soul of the kitchen stays the same," they add, "real butter, uncompromising ingredients, and a relentless drive to make the perfect cookie."

allen dallas jeff allen marissa allen new new stores oprah favorites richardson society stores
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