Today we’d like to introduce you to Arton Williams.
Hi Arton , please kick things off for us with an introduction to yourself and your story.
Caribbica Soul started nearly 9 years ago as a family vision rooted in culture, passion, food, and bringing people together. What began as a local Caribbean and soul food restaurant in Downtown Roanoke has grown into something much bigger than we ever imagined.
From day one, our goal was never just to serve food — it was to create an experience. We wanted people to walk through our doors and feel the energy, the music, the culture, the love, and the hospitality. Caribbica Soul became a place where different cultures, backgrounds, and communities could connect through great food and good vibes.
Over the years, we’ve had the opportunity to meet and serve numerous celebrities, artists, athletes, and travelers from all over. One of our most unforgettable moments was meeting Grammy Award-winning country artist Kacey Musgraves. She loved both our story and our food so much that she personally invited us back on tour to cater for one of her shows in Tennessee. Moments like that reminded us that our story and brand could reach far beyond our city.
The journey hasn’t always been easy. Like many small businesses, we faced challenges, sacrifices, long hours, and moments where we had to push through uncertainty. But through consistency, faith, family, and community support, Caribbica Soul continued to grow and evolve.
Today, Caribbica Soul has expanded beyond the restaurant itself into events, culture, entertainment, and community experiences, including our growing Caribbica Fest platform. We see the brand continuing to evolve into future locations, signature seasoning lines, books, travel experiences, resorts, and lifestyle ventures that continue spreading Caribbean culture and positive energy worldwide.
At the heart of everything we do is our message:
“Good Vibes. Great Flavor. Always Soul.”
And we truly believe this is only the beginning.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely has not been a smooth road, but every challenge helped shape who we are today.
Building Caribbica Soul from the ground up came with a lot of sacrifices, long nights, risks, and lessons. Like many small family-owned businesses, there were moments where we had to figure things out as we went while still showing up every day for our customers and community.
One of the biggest challenges was balancing the pressure of running a business while trying to continue growing and evolving it at the same time. The restaurant industry can be extremely demanding — mentally, physically, and financially. There were times we faced staffing challenges, slow seasons, unexpected obstacles, and moments where people didn’t fully understand the bigger vision we had for the brand.
Another challenge was staying consistent and believing in ourselves even before others fully saw what Caribbica Soul could become. We always knew we wanted it to be more than just a restaurant. We envisioned culture, experiences, events, products, expansion, and creating something that could impact people far beyond food.
But through every obstacle, we stayed grounded in family, faith, hard work, and community. The support from our customers and supporters over the years kept us motivated to continue building.
Looking back now, we realize the struggles were necessary because they taught us resilience, patience, leadership, and how to continue growing under pressure. And honestly, we still feel like we’re only getting started.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
At Caribbica Soul, we specialize in bringing together Caribbean flavor, soulful comfort food, culture, and good energy to create more than just a meal — we create an experience.
Everything we do is rooted in family, passion, hospitality, and cooking with love. Our goal has always been to make people feel welcomed, connected, and at home the moment they walk through our doors.
We are especially known for some of our signature dishes including our slow-cooked Oxtails, flavorful Jerk Chicken, Snapper Fish, Curry Chicken, and Chef Luv’s homemade baked mac and cheese, which has become one of the most talked-about comfort dishes on our menu. We’ve had customers become emotional and even cry after tasting it because it reminded them of home, family gatherings, or their grandmother’s cooking. Moments like that mean everything to us because food is deeply connected to memories, love, and comfort.
Another staple that people love is our homemade “Sweet Daddy Tea,” made with real ginger and lemon. It’s a family recipe we’ve been serving for over 20 years and has become one of the signature parts of the Caribbica Soul experience.
What sets Caribbica Soul apart is the atmosphere and energy behind the brand. We’re not just focused on serving food — we focus on creating memorable experiences through culture, music, hospitality, and connection. From the music playing in the background to the conversations, the vibes, the events, and the way we treat people, we want every guest to feel like family.
We’re most proud of the impact we’ve made in our community and the relationships we’ve built over the years. Seeing people from all different backgrounds come together over food, culture, and positive energy is something that means a lot to us.
We’re also proud that what started as a family vision nearly 9 years ago continues to grow into something much bigger than we imagined. Caribbica Soul has expanded beyond the restaurant into events, culture, entertainment, and future lifestyle ventures — and we truly believe this is only the beginning.
What were you like growing up?
At Caribbica Soul, we specialize in bringing together Caribbean flavor, soulful comfort food, culture, and good energy to create more than just a meal — we create an experience.
Everything we do is rooted in family, passion, hospitality, and cooking with love. Our goal has always been to make people feel welcomed, connected, and at home the moment they walk through our doors.
We are especially known for some of our signature dishes including our slow-cooked Oxtails, flavorful Jerk Chicken, Snapper Fish, Curry Chicken, and Chef Luv’s homemade baked mac and cheese, which has become one of the most talked-about comfort dishes on our menu. We’ve had customers become emotional and even cry after tasting it because it reminded them of home, family gatherings, or their grandmother’s cooking. Moments like that mean everything to us because food is deeply connected to memories, love, and comfort.
Another staple that people love is our homemade “Sweet Daddy Tea,” made with real ginger and lemon. It’s a family recipe we’ve been serving for over 20 years and has become one of the signature parts of the Caribbica Soul experience.
We are also incredibly proud to have had the honor of cooking for the Belizean Embassy in Washington, D.C. during Belize Independence Day celebrations. That experience was especially meaningful to us because Will, one of the founders of Caribbica Soul, was born and raised in Belize, while Chef Luv was born in Brooklyn, New York. Being able to represent Belizean and Caribbean culture through food on such a special occasion was truly a full-circle moment for our family and brand.
What sets Caribbica Soul apart is the atmosphere and energy behind the brand. We’re not just focused on serving food — we focus on creating memorable experiences through culture, music, hospitality, and connection. From the music playing in the background to the conversations, the vibes, the events, and the way we treat people, we want every guest to feel like family.
We’re most proud of the impact we’ve made in our community and the relationships we’ve built over the years. Seeing people from all different backgrounds come together over food, culture, and positive energy is something that means a lot to us.
We’re also proud that what started as a family vision nearly 9 years ago continues to grow into something much bigger than we imagined. Caribbica Soul has expanded beyond the restaurant into events, culture, entertainment, and future lifestyle ventures — and we truly believe this is only the beginning.
Contact Info:
- Website: https://www.caribbicasoul.com
- Instagram: https://www.instagram.com/caribbicasoul
- Facebook: https://www.facebook.com/caribbicasoul
- Youtube: https://www.youtube.com/caribbicasoul
- Other: https://www.tiktok.com/caribbicasoul
