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Food Truck Market: ZIP 89104

Opportunity Score

52 / 100 Fair

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

Market Profile

ZIP 89104 has strong foot traffic at 14.0/20 on the EPA walkability index. Income slightly below the national average ($52,228). Lunch and quick-service formats do well here. Premium pricing is harder to sustain than in high-income urban cores — keep your menu math tight.

Market Summary

ZIP 89104 is an urban area with moderate foot traffic. with a population of 39,937 and household incomes near the national median ($52,228). The area has 116 restaurants and just 3 food trucks — low competition with strong demand signals.

Area Profile

39,937

Population

$52,228

Median Income

-30% vs. national

Urban

Area Type

14.0/20

Foot Traffic

Very Car-Dependent

Median Age: 38.6 — mixed-age market, broad menu appeal.

College-Educated: 11.5% — value-focused market, keep prices competitive.

Competition

Food service establishments in ZIP 89104.

Food Trucks

Low competition — room to establish

0.8 per 10K residents

Sit-Down Restaurants

13.3 per 10K residents

Fast Food / Counter

15.8 per 10K residents

What this means: Food trucks are 2.5% of the food scene here (3 trucks vs. 116 restaurants). Mobile food is underrepresented — customers have few options.

Operating Costs

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

$1,187

Median Gross Rent

$330 K

Median Home Value

Bank Branches

$1 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.

Low Competition, Proven Demand

Only 3 food trucks registered here against 116 restaurants. Dining demand is proven and truck competition is minimal. This is a strong setup.