Houston Food Truck Owner, 32, Generates Over $1 Million Annually

Dawon Matthews, a determined entrepreneur from Houston, Texas, has transformed his life through business ownership. At just 32 years old, Matthews generates over $1 million annually with his successful food truck, Goodies Soul Kitchen. His journey is a testament to resilience and innovation in the face of adversity.

Early Life and Challenges

Born in Philadelphia, Matthews faced significant challenges during his upbringing. After his family moved to Norristown, he struggled to find mentors. Despite excelling academically, legal troubles in college led to a felony charge and a six-month jail sentence. This experience made job hunting nearly impossible, as potential employers overlooked his qualifications due to his criminal record.

From Adversity to Entrepreneurship

After applying for over 200 jobs without success, Matthews decided to take control of his future. In 2017, he launched Wonderful Cleaning, a venture with childhood friend Darnell Hinton. Matthews chose this industry for its low startup costs and lack of background checks. By the second year, Wonderful Cleaning was generating around $12,000 per month, allowing him to expand into junk removal with R&R Junk Removal in 2020, which earned over $100,000 in its first year.

Real Estate Investments

With the profits from his businesses, Matthews began investing in real estate. He currently owns 16 rental properties in the Philadelphia area, generating approximately $11,000 monthly. In January 2024, seeking new opportunities, he moved to Houston, Texas.

Success in the Food Truck Industry

Mathews ventured into the food industry by launching Goodies Soul Kitchen in August 2024. Despite limited restaurant experience and encountering initial setbacks, Matthews quickly adapted. Recognizing that excellent service and business strategies lead to success, he modeled Goodies after successful chains.

Goodies Soul Kitchen’s Offerings

• Menu items include fried fish, lamb chops, chicken wings, and sides like mac-and-cheese and fried cabbage.
• Operates four evenings a week, catering to the late-night crowd.
• Consistently serves around 300 customers weekly, with revenue peaking at approximately $20,000 during the summer months.

By September 2024, Goodies had generated over $665,000 in sales and projected a gross revenue of over $1 million by the end of the year. This growth underscores Matthews’ keen business acumen and adaptability.

Future Plans and Community Impact

Following the success of Goodies, Matthews plans to open another food truck, Birds and Buns, by March 2025. He is also committed to employing recovering addicts and former felons, creating opportunities where they are not judged by their past. Matthews’ philosophy emphasizes the importance of skills over records, promoting inclusivity in his workforce.

Looking ahead, he has plans to expand Goodies into a brick-and-mortar location with a sports bar and burger shop. Matthews encapsulates his entrepreneurial journey with a simple mantra: “choose your hard,” choosing to embrace the challenges that come with achieving success.