From Setbacks to Startups: Matthews’ Entrepreneurial Journey
At 19, Dawon Matthews faced a significant obstacle: a felony charge that effectively barred him from corporate employment. Unable to secure a job despite holding a college degree, he chose entrepreneurship as his path forward.“Once they see a felony behind a person they don’t even care about what credentials you got. You’re just not accepted in that society,” Matthews reflects. Born in Philadelphia and raised in Norristown, Pennsylvania, Matthews experienced a challenging upbringing without positive role models. Despite excelling academically, legal troubles in college led to jail time and probation, complicating his job prospects.Building Foundations: Cleaning and Junk Removal Ventures
In 2017, Matthews co-founded Wonderful Cleaning, a low-cost startup cleaning business in Philadelphia. Leveraging initial residential jobs and connections, the company grew to secure commercial contracts, generating approximately $12,000 monthly by its second year. Using profits from Wonderful Cleaning, Matthews and partner Darnell Hinton launched R&R Junk Removal in 2020. This venture quickly scaled, earning over $100,000 in its first year and expanding with equipment acquisitions such as a dump truck. Parallel to his service businesses, Matthews invested in real estate, acquiring 16 properties in Philadelphia and generating around $11,000 in monthly rental income.Relocating and Recalibrating: Entering Houston’s Food Industry
In early 2024, Matthews relocated to Houston, Texas, seeking new opportunities after achieving success in Philadelphia. Initial ventures, including a nightclub, proved unprofitable, motivating a pivot to the food truck sector. With a $40,000 loan, Matthews launched Goodies Soul Kitchen in August 2024, focusing on soul food offerings tailored to Houston’s late-night crowd. Despite no prior restaurant experience and early challenges such as a chef’s sudden departure, the business quickly gained traction.Service and Systems: The Keys to Goodies Soul Kitchen’s Success
Matthews credits the success of chains like Chick-fil-A and Chipotle not to unique food recipes but to exceptional service and efficient systems. Applying this philosophy, Goodies Soul Kitchen operates four nights a week, consistently serving about 300 customers weekly from a fixed downtown Houston location. In 2024 alone, Goodies generated over $1 million in gross revenue, maintaining profitability from its inception. The business also plans to expand with catering and holiday event contracts, signaling robust growth prospects. Matthews recently opened a second food truck, Birds and Buns, further diversifying his hospitality portfolio and indicating confidence in replicating his business model.Commitment to Community and Expansion Ambitions
Beyond profitability, Matthews is dedicated to providing employment opportunities to recovering addicts and individuals with criminal records, emphasizing skill over past mistakes. Looking ahead, he aims to transition Goodies Soul Kitchen into a brick-and-mortar establishment featuring a sports bar and burger shop, underscoring his vision for sustained growth in the hospitality sector.“Here, you’re not judged by a paper. You’re not judged by a record. You’re judged by your skills,” Matthews states.FinOracleAI — Market View
Dawon Matthews exemplifies how resilience and strategic pivoting can transform personal adversity into entrepreneurial success. His focus on service quality and operational systems within the food truck industry highlights a scalable business model with strong revenue potential.- Opportunities: Expansion into brick-and-mortar locations could increase brand equity and revenue streams.
- Risks: Scaling food operations carries operational complexities and market competition, especially in a saturated hospitality market.
- Matthews’ social impact mission may attract community support and enhance brand loyalty.
- Economic fluctuations and supply chain challenges could affect food costs and profitability.
Impact: Positive. Matthews’ diversified approach and emphasis on service-driven food entrepreneurship position his ventures for continued growth and community influence.
Contents
From Setbacks to Startups: Matthews’ Entrepreneurial JourneyBuilding Foundations: Cleaning and Junk Removal VenturesRelocating and Recalibrating: Entering Houston’s Food IndustryService and Systems: The Keys to Goodies Soul Kitchen’s SuccessCommitment to Community and Expansion AmbitionsFinOracleAI — Market View
