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Food Truck Market: ZIP 89103

Opportunity Score

53 / 100 Fair

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

Market Profile

ZIP 89103 scores 14.5/20 for walkability — foot traffic is there. Income levels run 34% 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 89103 is an urban area with moderate foot traffic. with a population of 49,041 and household incomes below the national median ($48,901). The area has 169 restaurants and just 5 food trucks — low competition with strong demand signals.

Area Profile

49,041

Population

$48,901

Median Income

-34% vs. national

Urban

Area Type

14.5/20

Foot Traffic

Very Car-Dependent

Median Age: 40.5 — older demographic, may prefer sit-down options.

College-Educated: 15.5% — value-focused market, keep prices competitive.

Competition

Food service establishments in ZIP 89103.

Food Trucks

Low competition — room to establish

1.0 per 10K residents

Sit-Down Restaurants

19.6 per 10K residents

Fast Food / Counter

14.9 per 10K residents

What this means: Food trucks are 2.9% of the food scene here (5 trucks vs. 169 restaurants). Mobile food is underrepresented — customers have few options.

Operating Costs

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

$1,406

Median Gross Rent

$300 K

Median Home Value

Bank Branches

$2 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 $48,901.

Low Competition, Proven Demand

Only 5 food trucks registered here against 169 restaurants. Dining demand is proven and truck competition is minimal. This is a strong setup.