By Carita Miller
When Matashia opened her first restaurant, it wasn’t just a business—it was the fulfillment of a lifelong dream rooted in nostalgia, determination, and faith. Today, her thriving restaurant, Just Smash It, is a testament to her entrepreneurial spirit, passion for food, and deep connection to her community.
For Matashia, her journey into entrepreneurship was fueled by a lifelong passion for food and a love for hospitality. “I’ve always had a passion for food,” she shares. “I worked in fast food for a long time. I started as a worker, then became a boss, and that experience taught me so much about running a business. I worked at Subway, Chili’s, and as a waitress at bars. Starting small, learning the game, and seeing it happen made me realize that I could do it too.”
Her first restaurant, however, wasn’t just about passion—it was deeply personal. “It was a childhood favorite,” she says. “I’ve been going there since eighth grade. My parents even ran into each other there. It’s been part of my life for 33 years—my age—and I always told the owner, Louie, that I wanted to have one just like it when I grew up.”
When the opportunity arose, Matashia didn’t just open a restaurant—she bought that restaurant. “It’s sentimental and personal to me,” she reflects, describing how her dream became a reality.
Managing multiple restaurants isn’t easy, but Matashia credits her faith and resilience for her ability to adapt. “I’ve always believed if I set my mind to something, I can do it. Manifestation is real,” she says.
Though she had to let go of a breakfast restaurant due to challenges in the area, Matashia turned her focus and energy toward Just Smash It. The decision paid off, with the restaurant becoming a community favorite. “Business has been so great I haven’t had the time to combine my breakfast and burger concepts,” she admits, though she has plans to merge them in the future.
Matashia attributes her success to her unwavering faith and the support of her customers. “I stay true to my vision because of the man above,” she explains. “My customers drive and push me. They love me and my business, and that’s what makes it all worthwhile.”
Her ability to balance her personal vision with the needs of her customers has been a cornerstone of her success, creating a loyal following that continues to grow.
As a successful African American woman in the restaurant industry, Matashia is passionate about inspiring others to pursue their dreams. Her advice for aspiring entrepreneurs is rooted in faith and perseverance.
“Manifestation is real,” she emphasizes. “Speak your dreams into existence. Pray, stay focused, and never doubt yourself. There’s nothing you can’t do. Respectfully, keep God first and everything else will fall into place.”
Matashia’s success would not have been possible without her community, and she makes it a priority to give back in meaningful ways. “The community has played the biggest role in my success,” she says. “I’ve never paid for marketing or promotion. My community shows up for me and spreads the word on social media. It feels so unreal.”In return, Matashia has given away thousands of Easter baskets, hosted free Christmas giveaways, and even transformed her business into a haunted house for local kids. This year, she plans to donate to her high school and sponsor her son’s high school team uniforms, all as part of her ongoing commitment to the people who support her.
Matashia’s story is one of perseverance, faith, and an unshakable bond with her community. From a childhood dream to a thriving business, her journey shows what’s possible when passion and purpose come together.
Through Just Smash It, she’s not just serving burgers—she’s building a legacy of love, resilience, and generosity that will inspire future entrepreneurs for years to come.
Posted on 01/01/2025 at 10:00 AM