Today we’d like to introduce you to Damon Bankhead.
Hi Damon, please kick things off for us with an introduction to yourself and your story.
The Story Behind “Treat Yourself”
The idea for Treat Yourself came to me while I was pursuing my MBA. At the time, I wanted to create something that would allow people to truly customize their desserts — to have exactly what they want, from ice cream and whipped cream to pecans, walnuts, strawberries, and more. I never imagined I’d end up standing over a hot stove, baking and building a brand around sweets.
What’s funny is, even though I studied Culinary Arts years ago, I only did it to learn how to cook for myself — I never planned to make a career out of it. My passion was always fitness. That’s the lane I thought I’d stay in forever. But life has a way of surprising you. Now here I am — balancing fitness, desserts, and business all at once — and I can honestly say, it’s a beautiful paradox.
People often ask me, “How did you go from fitness to desserts?” My answer is simple: I love both. I love staying in shape, and I love sweets — so I decided to embrace both sides of who I am. Whether you’re a fitness lover, a foodie, or just someone who enjoys life’s little pleasures, I want you to remember one thing:
When it’s time to indulge, think of me — and Treat Yourself.
— Damon Bankhead, Owner
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a smooth road. In fact, when I first started out, I was burned pretty badly while trying to light the oven in my food truck. It was one of those moments that could’ve changed everything — the kind that makes you question if you should keep going. But somehow, I pushed through. I healed with barely any scarring, and looking back, that experience became symbolic of the entire journey — painful at times, but ultimately a lesson in resilience.
Financially, the early days were tough. There were stretches where I had no events booked, and the uncertainty hit hard. I knew my food was great, but I had to earn my stripes. I had to prove myself to customers, event organizers, and even to my own self-doubt. It was a grind — but one that built character, discipline, and a stronger sense of purpose.
Then came the staffing challenges. Working inside a food truck isn’t for everyone — it’s tight, it’s hot in the summer, cold in the winter, and there’s no room for ego or excuses. Finding reliable help in those conditions has been one of the toughest parts of running this business. It takes people with real heart and hustle to make it work.
But through every setback, I kept moving. Every challenge sharpened my focus. Today, I feel like I’ve finally hit a rhythm — a balance between passion, business, and purpose. Treat Yourself has grown into something real and respected. I’m still out here running the truck, serving the community, and doing events all across DFW — but now, I’m doing it with experience, gratitude, and a renewed sense of drive.
Because at the end of the day, the fire that once burned me… is the same fire that fuels me.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Treat Yourself (TY) was built around a simple idea — giving people the freedom to enjoy desserts exactly how they want them. Instead of limiting customers to pre-portioned or pre-designed options, TY lets them take control. Guests can customize their desserts with their favorite toppings, mix and match flavors, or even create their own unique combinations. It’s dessert without rules — a true “build-it-yourself” experience.
Market research shows that even though consumers continue to spend heavily on desserts at traditional restaurants, many people skip dessert after a meal — often because they’re too full, watching their budget, or simply not in the mood right then. Treat Yourself fills that gap by offering people the flexibility to satisfy their sweet tooth on their own time, whether it’s after dinner or as a standalone indulgence.
At its core, Treat Yourself celebrates choice, creativity, and the simple joy of enjoying dessert — your way.
Do you have any advice for those looking to network or find a mentor?
Yes I would say reach out to people in your industry. It’s nothing work with seeking mentors out, and paying them for their time of need be.
Contact Info:
- Website: https://www.treatyourselfdesserts.com
- Instagram: @treatyourselfdesserts.com
- Facebook: https://www.facebook.com/TYdesserts
- LinkedIn: @Treat Yourself
Image Credits
Picture I took, as well as shared photos.
