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Food Truck Market: ZIP 78666

Opportunity Score

43 / 100 Fair

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

Market Profile

ZIP 78666 is a car-dependent urban area. Walkability scores 6.8/20 — below the national average of 10.5. Most customers arrive by vehicle, so parking access matters more than foot traffic. Event catering and business park lunch routes outperform traditional street corners here.

Market Summary

ZIP 78666 is an urban area with low foot traffic. with a population of 88,583 and household incomes near the national median ($54,737). The area has 162 restaurants and just 3 food trucks — low competition with strong demand signals.

Area Profile

88,583

Population

$54,737

Median Income

-27% vs. national

Urban

Area Type

6.8/20

Foot Traffic

Car-Dependent

Median Age: 26.9 — young market, strong street food demand.

College-Educated: 19.6% — value-focused market, keep prices competitive.

Competition

Food service establishments in ZIP 78666.

Food Trucks

Low competition — room to establish

0.3 per 10K residents

Sit-Down Restaurants

7.5 per 10K residents

Fast Food / Counter

10.8 per 10K residents

What this means: Food trucks are 1.8% of the food scene here (3 trucks vs. 162 restaurants). Mobile food is underrepresented — customers have few options.

Operating Costs

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

$1,319

Median Gross Rent

$310 K

Median Home Value

Bank Branches

$1.4 M deposits

What to Expect Here

Go Where the Crowd Is

Low walkability means foot traffic isn't your friend. Farmers markets, corporate campuses, breweries with food programs, and private events are your revenue base. Get on Roaming Hunger or a local catering platform before you open.

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 $54,737.

Low Competition, Proven Demand

Only 3 food trucks registered here against 162 restaurants. Dining demand is proven and truck competition is minimal. This is a strong setup.