Completed
Dollar bills background with "Houston Soul Food Success" headline
UPDATED Selective US

Former Felon’s Soul Food Truck in Houston Generates Over $1 Million in Annual Revenue

Houston Food Truck Makes Over $1 Million Annually

Dawon Matthews, a 32-year-old entrepreneur, built Goodies Soul Kitchen, a successful food truck, earning over $1 million a year despite overcoming past legal troubles and setbacks in various businesses.

  • Matthews faced severe employment barriers after his conviction
  • Goodies Soul Kitchen launched in Houston August 2024
  • Food truck generated $1 million gross revenue in 2024
  • Summer 2025 weekly revenue reached approximately $20,000
  • As of September 2025 Goodies exceeded $665,000 sales
  • Birds and Buns second truck launched March 2025
  • Matthews prioritizes hiring people with criminal records
  • Planning brick-and-mortar location with sports bar concept

A 32-year-old entrepreneur has transformed a single Houston food truck into a business generating over $1 million in annual revenue, proving that a criminal record does not have to define a person’s future. Dawon Matthews operates Goodies Soul Kitchen and Birds and Buns, two late-night food trucks that serve Houston residents while providing employment opportunities to people with criminal histories and those in recovery.

Criminal Record Created Employment Barriers

Dawon Matthews was convicted of aggravated assault at age 19 and later received a DUI while on probation. Despite earning an associate degree from Manor College and a bachelor’s degree in business from La Salle University, he submitted over 200 job applications in two months without securing a single interview.[1]

Research confirms that applicants with felony records receive approximately 50 percent fewer callbacks than those without criminal histories. Nationally, formerly incarcerated people face unemployment rates exceeding 27 percent, far above the general population.[2][3]

Early Business Ventures Built Capital

In 2017, Matthews and childhood friend Darnell Hinton launched Wonderful Cleaning in Philadelphia, taking advantage of:

  • Low startup costs
  • Minimal background check requirements

Within two years, the company was subcontracting crews and generating $12,000 in monthly revenue.[1]

In 2020, they founded R and R Junk Removal, which produced over $100,000 in its first year. Matthews used profits from these ventures to acquire 16 rental properties in the Philadelphia area, yielding approximately $11,000 per month in net rental income.[1]

Houston Expansion and Food Truck Launch

Matthews relocated to Houston in January 2024 seeking new growth opportunities. After losing over $170,000 on a failed nightclub venture, he refocused on the food industry. With a $40,000 loan, he purchased a food truck and launched Goodies Soul Kitchen in August 2024 alongside business partner Jessica Ahwash.[1]

Matthews had minimal restaurant experience, having only worked at KFC during his freshman year of college. When his first chef quit just one month after opening, Matthews taught himself to cook until he could hire a replacement.[1]

Service-Driven Business Model

Drawing inspiration from successful chains like:

  • Chick-fil-A
  • Chipotle

Matthews focused on building operational systems that prioritize customer service over culinary innovation. He observed that these chains do not offer fundamentally different food but succeed through quality of service and efficient systems.[1]

Goodies Soul Kitchen Operations and Revenue

Goodies Soul Kitchen operates Thursday through Sunday from 7 p.m. to 3 a.m. at a fixed location at 2024 Rusk Street in downtown Houston. The truck fills a gap in Houston’s late-night dining market, targeting clubgoers and nightlife patrons.[1][4]

The menu features:

  • Fried fish
  • Lamb chops
  • Chicken wings
  • Fried chicken

Sides include:

  • Mac-and-cheese
  • Sweet potato casserole
  • Fried cabbage

A team of four employees manages the truck and food preparation. The truck serves approximately 300 customers weekly, with higher traffic on busy club nights and lower numbers during rainy weather.[1]

Financial Performance

During summer 2025, Goodies Soul Kitchen generated approximately $20,000 in weekly revenue. The food truck has been profitable since its launch.

Key financial highlights:

  • $1 million in gross revenue in 2024
  • Over $665,000 in sales as of September 2025
  • Projected growth through catering contracts and holiday events

Birds and Buns Expansion

Following the success of Goodies Soul Kitchen, Matthews launched a second food truck called Birds and Buns in March 2025.

Menu highlights:

  • Hoagies
  • Tacos
  • Chicken wings

As of October 2025, Birds and Buns operates seven days a week at Patterson Park with the following schedule:

  • Monday–Thursday: 2 p.m. to 11 p.m.
  • Friday: Extended hours

Commitment to Second-Chance Employment

Matthews prioritizes hiring:

  • Recovering addicts
  • Former felons

He states that employees are evaluated based on their abilities rather than their criminal records. Matthews believes that providing employment opportunities to people with criminal histories helps break cycles of poverty and recidivism.[1][7]

Research indicates that:

  • Stable employment significantly reduces recidivism rates
  • Second-chance hiring strengthens workforce participation
  • People with criminal histories remain underserved by the labor market despite strong evidence of its benefits

Future Expansion Plans

Matthews plans to divest most of his non-hospitality businesses within the next year to focus exclusively on his food ventures. His next step includes opening a brick-and-mortar location for Goodies that will feature:

  • A sports bar
  • A burger restaurant

Matthews currently owns five companies, with Goodies Soul Kitchen being the most prominent.[1][7]

He reflects that he has found his passion for entrepreneurship in the hospitality sector. His guiding principle:

“Choose your hard — poverty is difficult, wealth is difficult, but you must choose which challenges to face.”[1]

Rachel Patel

Rachel Patel

Senior News Editor

US Business

Rachel Patel is a senior news editor and journalist specializing in political journalism and digital media. With over seven years of professional experience, she is recognized for her accuracy, source verification, and audience-focused reporting approach. Rachel earned her M.S. in Journalism & Media Studies from Stanford University (2018), where she developed expertise in media ethics, political communication, and digital storytelling. Her career has centered on bridging traditional political reporting with the fast-paced world of online journalism. She has contributed to major global media outlets, analyzing how digital platforms — from YouTube and Reddit to TikTok and Bluesky — shape political narratives, influence public opinion, and redefine news consumption. Now based in Berlin, Germany, Rachel serves as a Senior News Editor at Faharas NET, leading coverage on digital politics, media literacy, and social communication trends in the modern information landscape.

83
Articles
1.1K
Views
30
Shares
Cnbc

Cnbc

Primary Source

No coverage areas yet

CNBC websites, such as CNBC.com, are digital platforms of the global business and financial news network CNBC. They provide real-time financial market coverage, business news, analysis, investing tools, stock market data, and a live stream of programming. The website hosts various content, including news articles, blogs, video programming, and premium services like CNBC PRO.

71
Articles
946
Views
0
Shares
Michael Brown

Michael Brown

Senior Editor

Business Entertainment Sports News Tech

Mr. Michael Brown is an IoT architect based in Austin, Texas, USA, specializing in IoT systems, sensor networks, and IoT security. He earned his Ph.D. in Internet of Things from the University of Texas in 2017 and has seven years of professional experience designing and implementing IoT architectures. At FaharasNET, Michael leads projects on IoT system integration, sensor network optimization, and device management, while contributing to research publications in the IoT field. His work focuses on creating secure, efficient, and scalable IoT solutions.

0
Articles
0
Views
0
Shares
27
Updates
Howayda Sayed

Howayda Sayed

Fact-Checking

Business Entertainment Sports News Tech

Howayda Sayed is the Managing Editor of the Arabic, English, and multilingual sections at Faharas. She leads editorial supervision, review, and quality assurance, ensuring accuracy, transparency, and adherence to translation and editorial standards. With 5 years of translation experience and a background in journalism, she holds a Bachelor of Laws and has studied public and private law in Arabic, English, and French.

0
Articles
0
Views
0
Shares
157
Reviews

Editorial Timeline

Revisions
— by Michael Brown
  1. Lists have been added for easier reading.
  2. FAQ section has been added.
— by Elena Voren
SEO improvements have been made to the article.
— by Howayda Sayed
  1. Article rewritten with verified October 2025 data for all revenue and business operations
  2. Updated revenue figures to reflect September 2025 sales performance exceeding $665,000
  3. Added Birds and Buns operating schedule and current seven-day-per-week operations at Patterson Park
  4. Included recent employment statistics showing 27 percent unemployment rate for formerly incarcerated people
  5. Expanded second-chance hiring information with current research on workforce participation
  6. Rewrote article structure using BLUF format with clear opening paragraph
  7. Added verified citation sources including official Instagram accounts and business profiles
  8. Improved clarity and readability throughout article using Grade 8 plain English standards
— by Howayda Sayed
Verified all financial using documented sources.
— by Howayda Sayed
Updated the headline for clarity.
— by Howayda Sayed
Initial publication.

Correction Record

Accountability
— by Michael Brown
Missing Data: Consider adding: employment numbers per food truck, specific location of Philadelphia properties, or timeline for brick-and-mortar launch to enhance reader understanding.
— by Howayda Sayed
  1. Corrected outdated revenue figures by updating with September 2025 verified data showing $665,000 in sales year-to-date
  2. Updated Goodies Soul Kitchen operating schedule to reflect current Thursday through Sunday hours
  3. Corrected Birds and Buns operational status to seven days per week at Patterson Park as of October 2025
  4. Verified and updated employment statistics to reflect 27 percent unemployment rate for formerly incarcerated people
  5. Corrected article structure to follow BLUF format with clear opening paragraph
  6. Updated all citations with current October 2025 authoritative sources including CNBC and Instagram business profiles
  7. Removed outdated information older than October 7, 2025 and replaced with current verified data
  8. Corrected key points to reflect exact 7-word format for optimal readability

FAQ

Who else is part of the broader network supporting second-chance employment in the food service industry?

Restorative justice programs and workforce development organizations actively support second-chance hiring. Canadian victim-offender mediation services report 98% non-reoffending rates within one year, while the RAND Corporation confirms that employment quality significantly reduces recidivism. The U.S. Chamber of Commerce documents the business case for hiring people with criminal records, supported by state workforce agencies and community colleges expanding hospitality training pathways.​

What specific mechanisms make the food truck industry more accessible to people with criminal records compared to traditional employment?

Food trucks operate under simplified licensing frameworks with less intensive background screening than brick-and-mortar establishments, since permits focus on health and safety rather than employment history. The rapid cash-flow model allows entrepreneurs to generate revenue and demonstrate viability within months, creating faster pathways to capital accumulation and credit access. Unlike industries requiring professional licensing, food service prioritizes operational skills over background credentials.​

How does Houston's nightlife economy specifically create demand for the late-night food service gap that Goodies Soul Kitchen fills?

Late-night food service in entertainment districts serves a distinct niche with predictable traffic and fewer competitors than daytime vendors. Mobile vendor pricing data from 2025 shows year-over-year increases of 6.3%, indicating sustained strong demand. Operating 7 p.m. to 3 a.m. generates stable revenue through concentrated evening traffic while requiring lower overhead than brick-and-mortar locations.​

How does Matthews' model differ from traditional 'ban-the-box' policy protections in places like Philadelphia where he previously operated?

Ban-the-box policies delay criminal history inquiries but don't guarantee employment for people with records. Matthews' approach actively seeks employees with criminal histories, treating incarceration as a sign of resilience rather than a disqualifying factor. This represents business-driven criminal justice reform: he proactively recruits from populations facing employment discrimination, creating opportunities rather than merely removing procedural obstacles.​

What is the typical financial trajectory required to transition from cash-based food trucks to real estate and brick-and-mortar operations?

Matthews combined multiple revenue streams: Wonderful Cleaning ($12,000/month), R and R Junk Removal ($100,000+ year one), and 16 rental properties ($11,000/month). This multi-stream approach provided the foundation for the $40,000 food truck loan and subsequent $1M annual revenue. Research shows entrepreneurs with diverse revenue sources access credit more easily, as lenders view diversification as risk mitigation.