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Food Truck Market: ZIP 78237

Opportunity Score

48 / 100 Fair

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

Market Profile

ZIP 78237 scores 12.6/20 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 78237 is an urban area with moderate foot traffic. with a population of 37,379 and household incomes below the national median ($42,772). The area has 54 restaurants and just 3 food trucks — low competition with strong demand signals.

Area Profile

37,379

Population

$42,772

Median Income

-43% vs. national

Urban

Area Type

12.6/20

Foot Traffic

Walkable

Median Age: 34.7 — mixed-age market, broad menu appeal.

College-Educated: 3.9% — value-focused market, keep prices competitive.

Competition

Food service establishments in ZIP 78237.

Food Trucks

Low competition — room to establish

0.8 per 10K residents

Sit-Down Restaurants

6.2 per 10K residents

Fast Food / Counter

8.3 per 10K residents

What this means: Food trucks are 5.3% of the food scene here (3 trucks vs. 54 restaurants). Moderate truck presence — demand is proven but not saturated.

Operating Costs

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

$1,064

Median Gross Rent

$120 K

Median Home Value

Bank Branches

$110 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 $42,772.

Low Competition, Proven Demand

Only 3 food trucks registered here against 54 restaurants. Dining demand is proven and truck competition is minimal. This is a strong setup.