Dawon Matthews Goodies Soul Kitchen Houston Texas

We had the pleasure of interviewing Dawon Matthews, the owner of Goodies Soul Kitchen, which originated in Houston, Texas. On the coldest day of the year so far, with temperatures at 35 degrees, Dawon was still eager to share his valuable insights with the Loop Media Brand team. Despite the chilly weather and the interview questions, his experience as a speaker and entrepreneur kept the conversation focused and engaging without any distractions.

What was the purpose of starting Goodies Soul Kitchen? We wanted to bring something fresh and different to the city—both in terms of flavor and vibe. Our approach was to strategically offer soul food at later hours, catering to the crowd that was shaping the city’s energy. We aimed to provide high-quality, elevated soul food in an area where options were limited to tacos. And then, of course, there are our lamb chops. We’re the only place in Houston—and likely the surrounding states—where you can enjoy lamb chops at midnight. Our honey jerk lamb chops are a standout, as are our honey jerk chicken pastas, both of which have become crowd favorites.

Goodies is one of Houston’s trendy food trucks located in the vicinity of variety casual dining spots.

Dawon was asked: Why should people try your food when they have many choices around the area?

Social media tells the story, but honestly, our food speaks for itself. It’s got a unique flavor, a different vibe, and caters to a different time zone. For people who want great food late at night, we’re the ones they turn to.

I’m from Philadelphia, where there’s no shortage of chicken spots, but when I came to Houston, I noticed there wasn’t really a place serving quality food after midnight. If something was open late, it was mostly seafood boils, or I’d see places like Katz’s, which is great too—but I didn’t see anything that had that true comfort food feel, like mac and cheese, collard greens, southern fried cabbage, or fried chicken. That’s when I saw an opportunity.

We did our research and found that there was a real gap in the market—no soul food places open late. We decided to fill that void and create a late-night soul food spot, staying open until 3 a.m. It was a bit uncertain at first, but now looking back, it’s turned out to be one of the best ideas we’ve had.

Dawon’s energy was infectious, radiating through his presentation. We couldn’t help but be curious about what he and his team have in store for the future. I really don’t want to say it, but we got our second food truck coming, and then a brick and mortar to Goodies will be here in 2026.

Our second food truck is going to be really dope. It’s called Birds and Buns. We’re focused on creating more of a community vibe, with a welcoming atmosphere for families and kids. That’s the direction we’re heading with our next food truck, which will be launching in the next two to three months. We’re in the works now, so stay tuned for that!

During the interview, Dawon emphasized the importance of community, so we wanted to explore his involvement further. Here’s what he shared: We’re focused on educating the community about the business side of running a food truck, not just the owner’s perspective. A lot of people get into this industry thinking they’ll be working in the business long-term, but I always tell them—if you want to take this seriously and grow, you need to work on the business, not just in it.

The organization is called Food Truck Heroes, and you can follow us on Instagram to stay updated. One of our main goals is to support single mothers financially by providing them with groceries once a month. This initiative is inspired by our co-owner, who works incredibly hard, and we want to give back to other single mothers in the same way.

Another key project we’re passionate about is “Food for Heroes.” We go out to firefighters, police officers, and other frontline workers, including those in relief organizations, to offer them free catered meals. We’re launching this initiative once a quarter, and our first “Food for Heroes” event is coming up soon. In the next three weeks, we’ll be feeding the local fire department, so be sure to follow us for content around that and stay tuned for more!

Our goal is to spotlight businesses that truly need it, and Goodies was already in a great position with plenty of buzz around the city. We asked Dawon for advice to pass along to those looking to enter the industry, and here’s what he shared:

Be transparent, try everything, and don’t let anyone discourage you. Just because someone says it can’t be done doesn’t mean you can’t do it. Look, I’m the owner of a food truck, and we’re already on our second truck in under 90 days—and I had zero experience in the culinary world. I’ve never worked in a kitchen in my life. What I did have experience in was business—running a business, understanding how to secure funding, and getting things off the ground.

They say the food industry is one of the toughest to break into, and here I am, doing really well in it.

My advice is: if you have a vision and you’re committed to it, go for it. Don’t let anyone’s doubts hold you back. Stay focused and keep pushing forward.

There’s a method called other people’s money OPM, and having good credit is essential when entering the industry. It gives you the opportunity to secure the funding you need. Take this truck behind me, for example. My first food truck was completely financed using business credit. I didn’t have to invest any of my own money; I was able to leverage the bank to fund it. And with the income from the food truck, I was able to pay it off in just a month and a half. The truck cost between $25,000 and $30,000, but this business is incredibly lucrative.

To dig deeper into the challenges someone might face if they follow Dawon’s methods. We asked him to explain the potential obstacles and possibilities. Here’s what he had to say:

Once you’ve paid off your truck, it becomes a free asset that generates income, with no money owed and no personal investment required. Sure, you might have to put in some work early on, but once that debt is cleared, you’re essentially working with a fully paid-off asset. From there, you can use business credit to finance things like food supplies, so you don’t have to pay out of pocket for your startup costs. For example, you can go to Gordon’s, use a line of credit, and pay it back on terms like net 7 or net 30. This means you can shop on Monday, open up on Thursday, and pay them back by Sunday, keeping your profits intact while covering your expenses.

The great thing about this system is that once you pay off a line of credit, they may offer you another one with no credit check. And here’s another benefit: if you’re putting debt under your business rather than your personal name, it won’t affect your personal debt-to-income ratio (DTI). This allows you to avoid personal debt showing up on your credit and helps you secure more business credit cards or other funding options. This is why I stress the importance of fixing your credit—it’s essential for obtaining assets like a food truck and building a successful business.

To make sure we kept everyone in the loop with the valuable insights Dawon was sharing, we asked him how people could get connected and onboard with the information. Here’s how you can get involved: If you’re looking for a step-by-step guide on how to navigate this, you can follow Food Truck Heroes on Instagram. I’ve laid everything out there, including the links, and best of all, it’s completely free. A lot of people might think it sounds too easy, but trust me—it’s a straightforward process. So, follow us at Food Truck Heroes, where we’re sharing all the info you need. You can also follow Goodies Soul Kitchen and me, @TheEliteEntrepreneur, for more updates. We’re open Thursday through Sunday from 7 p.m. to 3 a.m., and we’re here to help you succeed!

Goodies Soul Kitchen co-owner Dawon Matthews closing remarks: I’ve been in and out of jail multiple times. I’m also a father, a college graduate, and a multi-millionaire in the business world. What I’m telling you is this: no one can stop your journey but you. Keep pushing forward, no matter what.

Big thanks to Loop Media Brand – Bizmagmedia for the interview.

See you all soon!