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Food Truck Market: ZIP 72901

Opportunity Score

55 / 100 Fair

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

Market Profile

ZIP 72901 scores 10.0/20 for walkability — foot traffic is there. Income levels run 43% 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 72901 is an urban area with moderate foot traffic. with a population of 19,966 and household incomes below the national median ($42,568). There are 61 restaurants here but no registered food trucks — an untapped market with proven dining demand.

Area Profile

19,966

Population

$42,568

Median Income

-43% vs. national

Urban

Area Type

10.0/20

Foot Traffic

Walkable

Median Age: 36.3 — mixed-age market, broad menu appeal.

College-Educated: 14.4% — value-focused market, keep prices competitive.

Competition

Food service establishments in ZIP 72901.

Sit-Down Restaurants

12.5 per 10K residents

Fast Food / Counter

18.0 per 10K residents

Operating Costs

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

$910

2BR Fair Market Rent

$837

Median Gross Rent

$110 K

Median Home Value

Bank Branches

$1.3 M deposits

Commissary estimate: This is a moderate-cost area. Monthly commissary kitchen rentals typically run $110–$310 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 $42,568.