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]
