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Food Truck Market: ZIP 23704

Opportunity Score

63 / 100 Good

Based on walkability, population density, income levels, and food truck competition.

Market Profile

ZIP 23704 scores 14.2/20 for walkability — foot traffic is there. Income levels run 40% below the national average though, which puts real pressure on menu pricing. Value-forward concepts outperform premium ones in markets like this. Customers in this ZIP are price-conscious. That's not a reason to avoid it — it's a reason to price correctly from day one.

Market Summary

ZIP 23704 is an urban area with moderate foot traffic. with a population of 19,235 and household incomes below the national median ($44,739). There are 37 restaurants here but no registered food trucks — an untapped market with proven dining demand.

Area Profile

19,235

Population

$44,739

Median Income

-40% vs. national

Urban

Area Type

14.2/20

Foot Traffic

Very Car-Dependent

Median Age: 36.1 — mixed-age market, broad menu appeal.

College-Educated: 15.6% — value-focused market, keep prices competitive.

Competition

Food service establishments in ZIP 23704.

Sit-Down Restaurants

11.4 per 10K residents

Fast Food / Counter

7.8 per 10K residents

Operating Costs

Local cost levels affect commissary kitchen rates, permits, and event vendor pricing.

$1,550

2BR Fair Market Rent

$1,279

Median Gross Rent

$200 K

Median Home Value

Bank Branches

$260 K deposits

Commissary estimate: This is a higher-cost area. Monthly commissary kitchen rentals typically run $190–$390 in markets like this.

What to Expect Here

Fixed Location Beats Roaming

High-foot-traffic areas reward consistency. If you can secure a recurring spot near offices or transit stops, build your weekly schedule around it. Regular customers drive more revenue than novelty seekers.

Price for the Market

This is a price-sensitive ZIP. Operators who succeed here lead with value — generous portions, clear value signals, combo deals. A $15 entrée is a hard sell when the median income is $44,739.