I know why.
Jackson's 39211 zip code as well as Madison and Ridgeland contain a large number of wealthy families. Combine that with an extremely high traffic rate and low real estate values at the new location along with relative close proximity to the gulf coast it could work. There are also very few places to get quality oysters and decent seafood. Among those places Drago's would actually be more affordable if prices are similar to the NOLA locations.
It doesn't hurt that the Hilton in Jackson is the only higher end, big volume hotel in Jackson. It stays booked out and Drago's will basically be in the same parking lot.