BMIE Market 07981

Morris County, New Jersey · ZCTA boundaries as of 2020

Profile

Population (current estimate)	9,030 2020–2024 ACS 5-year estimate ±620 · American Community Survey 5-Year Estimates · ACS 5-Year 2024 (2020-2024) ZCTA · B01003_001E · on 2020 boundaries · retrieved 2026-09-05
Households	3,738 2020–2024 ACS 5-year estimate ±318 · American Community Survey 5-Year Estimates · ACS 5-Year 2024 (2020-2024) ZCTA · B11001_001E · on 2020 boundaries · retrieved 2026-09-05
Population, 2010 Census count	8,865 2010 Census count · Decennial Census · Census Gazetteer ZCTA 2010 · POP10 · on 2010 boundaries · retrieved 2026-09-04
Housing units	3,580 2010 Census count · Decennial Census · Census Gazetteer ZCTA 2010 · HU10 · on 2010 boundaries · retrieved 2026-09-04
Median household income	$149,893 2020–2024 ACS 5-year estimate ±12,375 · American Community Survey 5-Year Estimates · ACS 5-Year 2024 (2020-2024) ZCTA · B19013_001E · on 2020 boundaries · retrieved 2026-09-05
Median age	49.7 2020–2024 ACS 5-year estimate ±1 · American Community Survey 5-Year Estimates · ACS 5-Year 2024 (2020-2024) ZCTA · B01002_001E · on 2020 boundaries · retrieved 2026-09-05
Median gross rent	$2,556 2020–2024 ACS 5-year estimate ±1,057 · American Community Survey 5-Year Estimates · ACS 5-Year 2024 (2020-2024) ZCTA · B25064_001E · on 2020 boundaries · retrieved 2026-09-05
Median home value	$614,100 2020–2024 ACS 5-year estimate ±29,171 · American Community Survey 5-Year Estimates · ACS 5-Year 2024 (2020-2024) ZCTA · B25077_001E · on 2020 boundaries · retrieved 2026-09-05
Land area	6.0 sq mi Census Gazetteer 2020
Restaurants	12 2023 · U.S. Census Bureau, ZIP Code Business Patterns 2023 detail (NAICS2022) · by USPS ZIP 07981
Restaurants per 10,000 residents	22.6 DERIVED: 2010 restaurants (ZIP) ÷ 2010 Census population (ZCTA) · different years, stated as such
Restaurant growth, 5-year	-20.0% DERIVED: 2018 → 2023, ZIP Code Business Patterns restaurants
Restaurant growth, 10-year	-47.8% DERIVED: 2013 → 2023, ZIP Code Business Patterns restaurants
Restaurant growth, 20-year	-40.0% DERIVED: 2003 → 2023, ZIP Code Business Patterns restaurants
Restaurant growth, Longest on file	-47.8% DERIVED: 1994 → 2023, ZIP Code Business Patterns restaurants
Projected restaurants, 2028	4 (range 2–7) FORECAST · linear trend v1 fitted to 2013–2023 (11 points, -1.2 per year, r² 0.93) · 80% range · confidence High · momentum, not a guarantee
Projected population, 5 years ahead	Needs more ACS years on file
BMIE Market Score	52 / 100 MODELED · bmie_market_score v1 · confidence High · why?
Consumer Market Score	80 / 100 MODELED · consumer_market_score v1 · confidence High · why?
Restaurant Opportunity Score	50 / 100 MODELED · restaurant_opportunity_score v1 · confidence High · why?
Market Momentum Score	10 / 100 MODELED · market_momentum_score v1 · confidence High · why?

Map

Boundary: U.S. Census Bureau cartographic file, 1:500k, 2020 vintage. Basemap © OpenStreetMap contributors.

Trends

Historical lines are published counts. Dashed lines are derived: a least-squares trend through the last decade, extended as a FORECAST with its 80% range. Momentum, not a guarantee.

Restaurants by year, with trend and projection

ZIP Code Business Patterns, USPS ZIP 07981. Projection: linear trend v1, fitted 2013–2023, -1.2 restaurants per year, r² 0.93, confidence High.

Growth index (first year on file = 100)

Each category relative to its own first published count. Full/limited split is unavailable under SIC (before 1998).

Mix of the food-service market

Share of all food-service establishments. "Other" = snack bars, caterers, contractors, mobile.

Population and restaurants per 10,000 residents

Population points: 2010 Census count and ACS 5-year estimates on file (more vintages load over time). Density uses the population point within two years of each restaurant count. Population projection appears once three or more ACS years are loaded.

Restaurant growth vs. New Jersey and U.S. averages

Averages are the mean growth across all ZCTAs with the figure (state n = 567, U.S. n = 24,852). DERIVED from ZIP Code Business Patterns.

Why these scores?

Each score is a weighted average of national percentile ranks (0 = lowest of all ZCTAs with that figure, 100 = highest). Weights are set in the model registry, not in code, and every score carries its model version.

BMIE Market Score: 52 (High confidence)

Component	Value	Rank	Weight	Adds
Consumer Market Score	80.1	80	40%	+32.1
Restaurant Opportunity Score	50.4	50	35%	+17.6
Market Momentum Score	10.1	10	25%	+2.5

Health index, advertising, whitespace, competition and risk components join in later versions.

Consumer Market Score: 80 (High confidence)

Component	Value	Rank	Weight	Adds
Population (ACS)	9,030	69	40%	+27.7
Median household income (ACS)	149,893	96	40%	+38.4
Households (ACS)	3,738	70	20%	+14.0

Percentile-rank composite. No spending model yet: income and size stand in for spending capacity.

Restaurant Opportunity Score: 50 (High confidence)

Component	Value	Rank	Weight	Adds
10-year restaurant growth	-47.8	7	35%	+2.5
Restaurants per 10,000 residents (lower = more room)	13.3	59	25%	+14.8
Population (ACS)	9,030	69	20%	+13.8
Median household income (ACS)	149,893	96	20%	+19.2

Whitespace, competition and demand signals are not yet available; this version uses growth, density, size and income only.

Market Momentum Score: 10 (High confidence)

Component	Value	Rank	Weight	Adds
5-year restaurant growth	-20	13	50%	+6.5
10-year restaurant growth	-47.8	7	30%	+2.2
20-year restaurant growth	-40	7	20%	+1.5

Restaurant-count growth only until population and income growth series exist.

A high score is a statistical position among all U.S. ZCTAs, not a prediction that a restaurant will succeed.

Restaurants on file (43)

By cuisine

American 7 · Bakery 6 · Italian 5 · Pizza 5 · Coffee 4 · Sandwiches 4 · Dessert 3 · European 3 · Japanese 2 · Asian 1 · Breakfast 1 · British / Irish pub food 1 · Burgers 1 · Chinese 1 · Steakhouse 1 · Sushi 1 · Vegan 1

By type

Restaurant (service type not stated) 26 · Bar 7 · Bakery 6 · Casual dining 6 · Quick service 5 · Coffee shop 4 · Dessert 3 · Specialty food shop 3 · Café 2 · Brewery / taproom 1 · Catering 1 · Other 1 · Winery / distillery / taproom 1

Name	Type	Cuisine	Address	Status
Ann Farrell's Restaurant	Restaurant (service type not stated)		111 N Jefferson Rd	open
Bake to Square One -- not a retail shop - all products made to order!-	Bakery · Dessert	Bakery · Dessert	622 NJ-10	open
Brookside Diner & Restaurant	Casual dining	American	699 State Route 10	open
Casa de Montecristo Cigar Lounge and Bar Casa de Montecristo NYC	Bar		301 NJ-10	open
Chef Jon's	Restaurant (service type not stated)	Chinese	831 State Route 10	open
Chick-fil-A	Quick service		799 Route-10, Hanover Towne Center	open
Cinque Figlie	Restaurant (service type not stated)	Italian	302 Whippany Rd	open
Don Jose Mexican Restaurant	Quick service · Restaurant (service type not stated) · Catering		200 State Route 10	open
Double Tap Brewing	Brewery / taproom · Bar		50 Parsippany Rd	open
Dublin Pub Of Whippany, Inc	Restaurant (service type not stated)		352 State Route 10	open
Duck Donuts Duck Donuts	Bakery · Dessert	Dessert · Bakery	458 RT-10	open
Dunkin' Dunkin'	Bakery · Dessert · Coffee shop	Dessert · Coffee · Bakery	567 NJ-10	open
Dunkin'	Coffee shop	Coffee	1373 New Jersey 10	open
East Tokyo Hibachi Sushi and Cuisine	Restaurant (service type not stated)	Japanese · Sushi	1245 State Route 10	open
Frank's Diner	Casual dining	American		open
Fresh Fusions Superfoods Cafe	Restaurant (service type not stated)	Vegan	831 State Route 10	open
Il Capriccio Ristorante IL Capriccio Pizzería-Ristorante	Restaurant (service type not stated)	Italian · European	633 NJ-10 East	open
Jersey Mike's Jersey Mike's Subs	Specialty food shop · Quick service	Sandwiches · American	456 Route 10 Unit 6	open
Jersey Mike's Subs	Other	Sandwiches	831 Route 10 East	open
Jm Whippany, Llc	Restaurant (service type not stated)		831 State Route 10	open
Johnny's Pizzeria	Restaurant (service type not stated)	Pizza · Italian	55 Parsippany Rd	open
Mimi's Too Bagels & Deli	Specialty food shop · Quick service · Bakery	Sandwiches · Bakery	27 Reynolds Ave	open
Molly Malone's	Bar		352 State Route 10	open
Monk's Diner	Casual dining · Restaurant (service type not stated)	American		open
Nikko Japanese Restaurant	Restaurant (service type not stated)	Japanese · Asian	881 State Route 10	open
Original Pancake House	Restaurant (service type not stated)	Breakfast	831 State Route 10	open
Palermo's Pizzeria & Family Restaurant	Restaurant (service type not stated)	Pizza	831 NJ-10	open
Paulie G's	Specialty food shop · Restaurant (service type not stated) · Quick service · Casual dining · Bar	Sandwiches	55 Parsippany Rd	open
Paulie G's Pizzeria & Bistro	Restaurant (service type not stated)	Pizza	622 State Route 10	open
Seasons 52 Seasons 52	Restaurant (service type not stated)	American · Steakhouse	1402 NJ-10	open
Soup Man	Restaurant (service type not stated)		831 State Route 10	open
Sports Section	Restaurant (service type not stated)		53 S Jefferson Rd	open
Starbucks Starbucks	Coffee shop · Café · Bakery	Coffee · Bakery	440 Route 10	open
Starbucks Starbucks	Coffee shop · Café · Bakery	Coffee · Bakery	401 Rt. 10	open
The Auld Shebeen Pub	Restaurant (service type not stated) · Bar	British / Irish pub food	1401 State Route 10	open
The Bistro	Restaurant (service type not stated)	American	157 NJ-10 East	open
The Melting Pot of Whippany	Restaurant (service type not stated)	European	831 NJ-10, Ste 3	open
The Pizza Shack	Restaurant (service type not stated)	Pizza	21 New Jersey 10	open
Trattoria Toscana	Restaurant (service type not stated)	Italian · European	554 RT-10	open
Vintner's Circle Whippany	Bar · Winery / distillery / taproom · Restaurant (service type not stated)		831 State Route 10	open
Whippany Diner	Casual dining	American	417 NJ-10	open
Whippany Pizzeria	Restaurant (service type not stated)	Italian · Pizza	454 NJ-10	open
Zagursky's Bar & Grill	Casual dining · Bar	Burgers	43 Mt Pleasant Ave	open

Listings: Overture Maps Places (CDLA-Permissive-2.0), matched into the BMIE restaurant master. Census establishment counts and listing counts differ by definition (Census counts employer establishments in the reference week; listings are places currently mapped).

Restaurant establishments over time

Year	All food service	Restaurants	Full-service	Limited-service	Snack & beverage	Bars	Industry codes
1994	26	23	—	—	—	3	SIC1987
1995	26	23	—	—	—	3	SIC1987
1996	26	21	—	—	—	5	SIC1987
1997	35	29	—	—	—	6	SIC1987
1998	30	17	10	4	2	7	NAICS1997
1999	29	14	10	2	2	8	NAICS1997
2000	31	15	11	2	2	8	NAICS1997
2001	31	16	10	4	2	8	NAICS1997
2002	29	18	12	4	1	4	NAICS1997
2003	32	20	14	3	2	5	NAICS2002
2004	33	23	15	5	2	2	NAICS2002
2005	36	25	16	6	2	2	NAICS2002
2006	32	21	14	4	2	2	NAICS2002
2007	32	22	12	8	2	2	NAICS2002
2008	34	23	13	7	3	1	NAICS2007
2009	32	24	14	7	3	1	NAICS2007
2010	27	20	15	3	2	1	NAICS2007
2011	26	18	14	2	2	1	NAICS2007
2012	32	21	16	4	1	2	NAICS2012
2013	34	23	15	6	2	3	NAICS2012
2014	31	21	14	6	1	3	NAICS2012
2015	29	19	12	5	2	3	NAICS2012
2016	29	18	12	5	1	3	NAICS2012
2017	29	18	12	4	—	—	NAICS2017
2018	27	15	11	—	—	—	NAICS2017
2019	27	14	10	—	—	—	NAICS2017
2020	26	12	8	3	—	—	NAICS2017
2021	22	11	7	—	—	—	NAICS2017
2022	23	11	7	3	—	—	NAICS2022
2023	24	12	7	4	—	—	NAICS2022

U.S. Census Bureau, ZIP Code Business Patterns, by USPS ZIP 07981. Categories are BMIE roll-ups of the published SIC/NAICS codes (full vs limited service is not split under SIC). More years load in stages.

Nearby markets (within 5 miles)

ZCTA	Distance	Restaurants	Year
07927	1.6 mi	13	2023
07054	2.4 mi	93	2023
07961	3.0 mi	1	2016
07950	3.3 mi	41	2023
07936	3.3 mi	54	2023
07932	3.7 mi	27	2023
07878	4.2 mi	—
07940	4.4 mi	50	2023
07034	4.5 mi	14	2023
07046	4.7 mi	7	2023

Distance is centroid to centroid (Census Gazetteer). Restaurants: latest ZBP year on file for that ZIP.