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Food Truck Market: ZIP 79104

Opportunity Score

64 / 100 Good

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

Market Profile

ZIP 79104 scores 15.8/20 for walkability — foot traffic is there. Income levels run 46% 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 79104 is an urban area with high foot traffic. with a population of 6,561 and household incomes below the national median ($39,920). There are 9 restaurants here but no registered food trucks — an untapped market with proven dining demand.

Area Profile

6,561

Population

$39,920

Median Income

-46% vs. national

Urban

Area Type

15.8/20

Foot Traffic

Very Walkable

Median Age: 32.1 — mixed-age market, broad menu appeal.

College-Educated: 4.3% — value-focused market, keep prices competitive.

Competition

Food service establishments in ZIP 79104.

Sit-Down Restaurants

9.1 per 10K residents

Fast Food / Counter

4.6 per 10K residents

Operating Costs

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

$912

Median Gross Rent

$94 K

Median Home Value

Bank Branches

$350 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 $39,920.