Catch up quick: Years ago, he was working as a salesperson at Verizon, and he got to know a number of customers who were struggling with health problems.

• Upselling them on phone plans didn't feel right. So Waller changed course.

Axios talked to Waller about what it takes to run his small business, and about what's next.

How do you build trust with your customers?

• I care about the people that we serve. We don't go out and buy Impossible Patties and Beyond Burgers and just feed it to people. Everything that we have is made in-house, and the customers notice that.
• If you try our food, you love it. Kind of like a wildfire effect.

Is it challenging to serve plant-based food in a meat-loving state?

• Our market share is slim to none, because, in Texas, they're not eating vegan seven days a week.
• A lot of vegan spots are closing. Being [one of the few left helps], but we also have the tenure and the trust of the people in our community.

Has social media impacted your business?

• It's free advertising. It's played a huge part. Social media is so efficient — I can post a link that says, "Hey, pop-up at this time."
• I don't have TikTok [but I use Instagram for announcements]. I'm a little more reserved than most people think. I think I capped out my social media quantity.

Do you have advice for aspiring small business owners?

• Make sure what you do is good and you care about what you're doing.

What's next: Waller gets the keys to a private studio at Dallas' Prep Kitchen next month.

• By early May, he plans to launch a newsletter and new "creations," which could mean shipping products state- and nationwide, manufacturing sauces and spices, or something else entirely.
• "I'm trying to get back in touch with my audience to see what they want, and to see what I enjoy. At the end of the day, you have to enjoy it."