From Rejection to Revenue: Former Felon Builds $1 Million Food Truck Empire in Houston

At 32, Dawon Matthews has turned a life once defined by rejection into a story of entrepreneurial triumph. After years of being denied jobs because of his criminal record, the Philadelphia native built a multimillion-dollar business portfolio — highlighted by his Houston-based food truck, Goodies Soul Kitchen, which now generates over $1 million in annual revenue.

Born in Philadelphia and raised in Norristown, Pennsylvania, Matthews says his early life offered few role models. “Growing up, I didn’t have any mentors or anyone I wanted to be like. I just had a bunch of people that I didn’t want to be like,” he recalls. Despite excelling in high school, Matthews’ path took a difficult turn in college.

At 19, as a freshman, he was charged with aggravated assault after a party brawl, leading to expulsion and a six-month jail sentence. A DUI charge while on probation deepened his legal troubles. “That just led to me going down a hole of just going in and out of the system,” he says.

Even with an associate’s degree from Manor College and a bachelor’s in business from La Salle University, Matthews faced over 200 job rejections in two months. “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,” he explains. “I started my first company due to the simple fact that I couldn’t get a job with my college degree.”

Man in custody | Source: Pexels

Building a Business from the Ground Up

In 2017, Matthews co-founded Wonderful Cleaning, a Philadelphia-area cleaning company, with his childhood friend Darnell Hinton. He entered the industry because it required minimal startup capital and no background checks. “As long as you can get some bleach and some hot water and some spray bottles and some rags, you can turn this thing into a business,” he says.

By its second year, Wonderful Cleaning was bringing in about $12,000 per month. Matthews expanded by subcontracting other crews and soon launched R&R Junk Removal in 2020. The junk removal business earned over $100,000 in its first year, enabling Matthews to invest in real estate.

Through a series of refinances, he grew his property holdings to 16 homes in the Philadelphia area, earning around $11,000 in monthly profit.

Cleaners | Source: Pexels

From Setback to Success in Houston

In January 2024, Matthews relocated to Houston, seeking new opportunities. A failed nightclub venture cost him $170,000, but the setback pushed him toward a new idea — food service. “I’m always looking for the next thing,” he says. “And then that’s when I came up with food.”

With a $40,000 loan, Matthews launched Goodies Soul Kitchen in August 2024 alongside business partner Jessica Ahwash. The transition wasn’t easy. “I didn’t even know how to turn the trailer on when I first started,” Matthews admits. When his chef quit one month in, he stepped in to cook himself.

Goodies specializes in Southern-style comfort food — fried fish, chicken wings, lamb chops, and sides like mac-and-cheese and fried cabbage. Operating four nights a week in downtown Houston from 7 p.m. to 3 a.m., the truck serves an average of 300 customers weekly.

Within its first year, the truck brought in over $1 million in gross revenue, according to documents reviewed by CNBC Make It. By September 2025, sales had surpassed $665,000, with further growth expected through catering and holiday events.

Food truck | Source: Pexels

Expanding a Growing Brand

Beyond profit, Matthews is committed to providing opportunities to others with criminal backgrounds or histories of addiction. “Here, you’re not judged by a paper,” he says. “You’re not judged by a record. You’re judged by your skills.”

With plans to open a brick-and-mortar sports bar and burger shop, Matthews’ next chapter is already underway. His motto remains simple: “Being poor is hard. Being rich is hard. Being happy is hard. Being sad is hard. So it’s the reality of just choosing your ‘hard.’” Looking ahead, Matthews says his focus is clear: “It’s Goodies to the moon.”