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Food Truck Market: ZIP 74104

Opportunity Score

69 / 100 Good

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

Market Profile

ZIP 74104 has strong foot traffic at 15.9/20 on the EPA walkability index. Income slightly below the national average ($54,691). 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 74104 is an urban area with high foot traffic. with a population of 12,806 and household incomes near the national median ($54,691). There are 33 restaurants here but no registered food trucks — an untapped market with proven dining demand.

Area Profile

12,806

Population

$54,691

Median Income

-27% vs. national

Urban

Area Type

15.9/20

Foot Traffic

Very Walkable

Median Age: 30.6 — mixed-age market, broad menu appeal.

College-Educated: 29.5% — balanced market for quality & value.

Competition

Food service establishments in ZIP 74104.

Sit-Down Restaurants

12.5 per 10K residents

Fast Food / Counter

13.3 per 10K residents

Operating Costs

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

$1,135

Median Gross Rent

$250 K

Median Home Value

Bank Branches

$660 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 $54,691.

Young Market Dynamics

Median age under 32 and solid walkability is a good combination for street food. Late lunch and post-work hours tend to outperform breakfast in younger markets. Social media discovery works here too.