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Food Truck Market: ZIP 89102

Opportunity Score

57 / 100 Fair

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

Market Profile

ZIP 89102 scores 14.5/20 for walkability — foot traffic is there. Income levels run 33% 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 89102 is an urban area with moderate foot traffic. with a population of 36,825 and household incomes below the national median ($49,843). With 8 food trucks and 209 restaurants, this is an active food scene.

Area Profile

36,825

Population

$49,843

Median Income

-33% vs. national

Urban

Area Type

14.5/20

Foot Traffic

Very Car-Dependent

Median Age: 36.5 — mixed-age market, broad menu appeal.

College-Educated: 11.7% — value-focused market, keep prices competitive.

Competition

Food service establishments in ZIP 89102.

Food Trucks

Moderate — proven market

2.2 per 10K residents

114

Sit-Down Restaurants

31.0 per 10K residents

Fast Food / Counter

25.8 per 10K residents

What this means: Food trucks are 3.7% of the food scene here (8 trucks vs. 209 restaurants). Moderate truck presence — demand is proven but not saturated.

Operating Costs

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

$1,284

Median Gross Rent

$380 K

Median Home Value

Bank Branches

$19 M 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 $49,843.