Today we’d like to introduce you to Dawon Matthews And Jessica Ahwash.
Dawon Matthews and, we appreciate you taking the time to share your story with us today. Where does your story begin?
After seeing massive success with our first food truck, Goodies Soul Kitchen—earning six figures in just two months and growing our social media following to over 30,000 in five months—we realized we had tapped into something powerful. We purchased our second truck outright with profits from the first and are now preparing to launch Birds and Buns within the next four weeks. Through this rapid growth, we developed systems and strategies that helped us scale efficiently, build a loyal customer base, and thrive in a competitive market. That success inspired us to launch Food Truck Heroes—a consulting group with a mission to help aspiring food entrepreneurs break into the industry with confidence. Whether it’s guidance on permits, operations, scaling, or marketing, Food Truck Heroes exists to turn passion into profit and help others build the food truck businesses of their dreams.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t been a smooth road—every win came with its own set of challenges. In the beginning, we had to navigate the complex and often confusing world of permits, inspections, and city regulations, which can be especially overwhelming when you’re new to the industry. We also had to build our brand and customer base from scratch, with no social media following and no reputation to lean on. There were long nights, unexpected costs, and the constant pressure of making every decision count. But those struggles are exactly what shaped our systems and mindset—and ultimately led to our success. That’s also why we started Food Truck Heroes—to help others avoid the pitfalls we faced and to shorten the learning curve for new food entrepreneurs.
Thanks – so what else should our readers know about Food Truck Heros ?
Our business is made up of two core brands: our food trucks—Goodies Soul Kitchen and soon-to-launch Birds and Buns—and our consulting company, Food Truck Heroes. At Goodies Soul Kitchen, we specialize in high-quality, late-night soul food that’s made with love and served with consistency. We built our reputation on delivering bold flavors, exceptional customer service, and creating a vibe that feels like home, even at 3 a.m. We’re known for being reliable, fast, and always on point—and our community shows up for us because they know we show up for them.
What sets us apart is not just the food, but the strategy behind the scenes. Through Food Truck Heroes, we share the exact systems and processes that helped us go from zero to six figures and launch a second truck in less than four months. We offer coaching, digital resources, and one-on-one consulting for aspiring food entrepreneurs who want to break into the food truck industry the right way. We’re most proud of the fact that we’ve built everything from the ground up—and now we’re turning around and helping others do the same. Whether someone wants a bomb plate of soul food or the blueprint to launch their own food business, we’ve got them covered. Our mission is to serve, scale, and support—and we live that out every single day.
If we knew you growing up, how would we have described you?
Dawon was extremely outgoing growing up—always the kid who could light up a room and make friends anywhere. At just 12 years old, he was already selling candy and finding ways to make money, showing an early drive and entrepreneurial spirit. He was incredibly independent and self-taught in almost everything he did, even teaching himself how to play sports without formal coaching. That same determination, hustle, and confidence in figuring things out on his own became the foundation for the way he approaches business today.
Jessica was creative, nurturing, and always full of curiosity growing up. She had a natural love for learning and was the kind of kid who was always organizing, planning, and helping others—whether it was leading group projects at school or creating little “businesses” in the neighborhood for fun. She was also incredibly empathetic, which later led her to become a first-grade teacher, where she poured her heart into helping kids learn and grow. Jessica has always been detail-oriented, self-motivated, and passionate about building something meaningful, and that drive to serve and support others is at the core of everything she does today as a business owner and leader.
Contact Info:
- Instagram: @foodtruckheros
