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Food Truck Market: ZIP 68104

Opportunity Score

67 / 100 Good

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

Market Profile

ZIP 68104 has strong foot traffic at 13.5/20 on the EPA walkability index. Income slightly below the national average ($57,488). Lunch and quick-service formats do well here. Premium pricing is harder to sustain than in high-income urban cores — keep your menu math tight.

Market Summary

ZIP 68104 is an urban area with moderate foot traffic. with a population of 37,003 and household incomes near the national median ($57,488). There are 31 restaurants here but no registered food trucks — an untapped market with proven dining demand.

Area Profile

37,003

Population

$57,488

Median Income

-23% vs. national

Urban

Area Type

13.5/20

Foot Traffic

Walkable

Median Age: 35.2 — mixed-age market, broad menu appeal.

College-Educated: 20.6% — value-focused market, keep prices competitive.

Competition

Food service establishments in ZIP 68104.

Sit-Down Restaurants

5.4 per 10K residents

Fast Food / Counter

3.0 per 10K residents

Operating Costs

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

$1,049

Median Gross Rent

$160 K

Median Home Value

Bank Branches

$260 K deposits

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.