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Food Truck Market: ZIP 68108

Opportunity Score

51 / 100 Fair

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

Market Profile

ZIP 68108 scores 14.1/20 for walkability — foot traffic is there. Income levels run 37% 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 68108 is an urban area with moderate foot traffic. with a population of 14,036 and household incomes below the national median ($47,255). The area has 18 restaurants and just 3 food trucks — low competition with strong demand signals.

Area Profile

14,036

Population

$47,255

Median Income

-37% vs. national

Urban

Area Type

14.1/20

Foot Traffic

Very Car-Dependent

Median Age: 32.0 — mixed-age market, broad menu appeal.

College-Educated: 15.5% — value-focused market, keep prices competitive.

Competition

Food service establishments in ZIP 68108.

Food Trucks

Low competition — room to establish

2.1 per 10K residents

Sit-Down Restaurants

6.4 per 10K residents

Fast Food / Counter

6.4 per 10K residents

What this means: Food trucks are 14.3% of the food scene here (3 trucks vs. 18 restaurants). Well-established truck culture — you'll need a strong concept to stand out.

Operating Costs

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

$1,260

2BR Fair Market Rent

$1,128

Median Gross Rent

$120 K

Median Home Value

Bank Branches

$62 K deposits

Commissary estimate: This is a moderate-cost area. Monthly commissary kitchen rentals typically run $150–$350 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 $47,255.

Low Competition, Proven Demand

Only 3 food trucks registered here against 18 restaurants. Dining demand is proven and truck competition is minimal. This is a strong setup.