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Food Truck Market: ZIP 72117

Opportunity Score

56 / 100 Fair

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

Market Profile

ZIP 72117 scores 10.3/20 for walkability — foot traffic is there. Income levels run 41% 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 72117 is an urban area with moderate foot traffic. with a population of 13,438 and household incomes below the national median ($44,319). There are 30 restaurants here but no registered food trucks — an untapped market with proven dining demand.

Area Profile

13,438

Population

$44,319

Median Income

-41% vs. national

Urban

Area Type

10.3/20

Foot Traffic

Walkable

Median Age: 36.9 — mixed-age market, broad menu appeal.

College-Educated: 17.2% — value-focused market, keep prices competitive.

Competition

Food service establishments in ZIP 72117.

Sit-Down Restaurants

7.4 per 10K residents

Fast Food / Counter

14.9 per 10K residents

Operating Costs

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

$1,092

Median Gross Rent

$140 K

Median Home Value

Bank Branches

$94 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.

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 $44,319.