Food and drink · Small-town market · Missouri
Coffee shops and cafes in the Marshall, MO area
The coffee shops and cafes in the Marshall, MO area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 36 out of 100: Lower middle
Ranked #421 of 529 scored small-town markets
#13 of 17 scored small-town markets based in Missouri
- Listings
- 9
- 0 chain locations (0%)
- Official establishments
- 4
- All snack and nonalcoholic beverage bars
- Household spending a year
- $26.7M
- On food away from home · $3,322 a household
- Spending per listing
- $3M
- 20% below the U.S.
- Listings per 10k households
- 11.2
- 2% above the U.S.
- Population, 2025
- 23,265
- −0.3% since 2020
See the coffee shops and cafes around any address in the Marshall area
The site report maps the coffee shops and cafes on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Marshall area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
For coffee shops and cafes, the Marshall area has a Groundwork market score of 36 (lower middle): #421 of 529 scored small-town markets and #13 of 17 scored small-town markets based in Missouri. That puts it in the bottom quarter of small-town markets.
Map listings as of September 2026 show 9 coffee shops and cafes in the Marshall area. None of them are chain locations, against 39% across the U.S. Per 10,000 households, that is 11.2, 2% above the U.S. rate of 11.0.
Household spending on food away from home in the Marshall area comes to about $26.7M a year: $3,322 per household, 18% below the U.S. average. Spread across 9 coffee shops and cafes, that is $3M per cafe, 20% below the U.S. figure of $3.7M. That spending covers all food away from home, which coffee shops and cafes share with other businesses in the trade.
The official count of businesses with payroll classed as snack and nonalcoholic beverage bars in the Marshall area was 4 in 2023. That is one for every 2,013 households, against one for every 1,518 across the U.S. The official count takes in all snack and nonalcoholic beverage bars, not only coffee shops and cafes: bakeries and dessert shops are counted too. Population estimates put the population change in the Marshall area from 2020 to 2025 at −0.3%, against +3.1% for the U.S.
How the Marshall area compares
The same measures for Missouri and the whole U.S. Spending per listing divides a year of household spending on all food away from home by the coffee shops and cafes counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Marshall area | Missouri | U.S. |
|---|---|---|---|
| Listings per 10k households | 11.2 | 9.8 | 11.0 |
| Spending per listing | $3M | $3.9M | $3.7M |
| Households per official establishment (all snack and nonalcoholic beverage bars) | 2,013 | 2,080 | 1,518 |
| Official establishment growth, 2019–2023 | n/a | +45.0% | +24.3% |
| Population growth, 2020–2025 | −0.3% | +1.9% | +3.1% |
| Spending per household on food away from home | $3,322 | $3,799 | $4,070 |
| Median household income | $57,931 | $70,702 | $80,734 |
| Groundwork market score | 36 | 55 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 4All snack and nonalcoholic beverage bars
- Employees, 2023
- 11
- Annual payroll, 2023
- $146K
- One-person businesses, 2023
- 0All snack and nonalcoholic beverage bars with no payroll
- Map listings, September 2026
- 90 chain locations
- Listings at the U.S. rate for this spending
- 7The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as snack and nonalcoholic beverage bars in the Marshall area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3. These official figures cover all snack and nonalcoholic beverage bars, not only coffee shops and cafes.
Population and households in the Marshall area
- Population, 2025 estimate
- 23,265−0.3% since 2020
- Households
- 8,053
- Median age
- 36.4
- Homes lived in by their owners
- 70%
- Vehicles per household
- 1.9
- Land area
- 756 sq. mi.
- People per square mile
- 31
- Median household income
- $57,931+29.5% vs. 2015–2019, before inflation
- Average household income
- $76,384
- Median home value
- $150,500
- Jobs located here
- 9,081
- Daytime population
- 21,701Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Marshall area?
These figures cover the whole small-town market. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the coffee shops and cafes on map listings by name and distance.
Or open the report at the center of the Marshall area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardCoffee shops and cafes across Missouri
Every Missouri market ranked →The highest-scoring small-town markets in Missouri for coffee shops and cafes, numbered among those based in Missouri (a market based in another state is listed without a number), with the Marshall area marked.
Top small-town markets in Missouri
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Sedalia, MO | 70 | 12 | 7.1 | $4.8M | +2.9% | #60 of 529 |
| 2Warrensburg, MO | 68 | 18 | 8.5 | $4.2M | +4.9% | #75 of 529 |
| 3Farmington, MO | 63 | 17 | 6.9 | $4.9M | +2.1% | #120 of 529 |
| 4Lebanon, MO | 61 | 11 | 7.6 | $4.2M | +2.5% | #152 of 529 |
| 5Kirksville, MO | 55 | 9 | 8.6 | $3.9M | +1.9% | #215 of 529 |
| 6Mexico, MO | 54 | 6 | 6.5 | $5.1M | −1.0% | #219 of 529 |
| 7Sikeston, MO | 51 | 13 | 6.6 | $5.1M | −0.3% | #253 of 529 |
| 8Moberly, MO | 48 | 8 | 8.7 | $3.7M | +0.2% | #285 of 529 |
| 9Hannibal, MO | 46 | 14 | 9.2 | $3.7M | +0.4% | #301 of 529 |
| Quincy, IL-MO | 44 | 28 | 9.0 | $3.9M | −2.0% | #324 of 529 |
| 13Marshall, MO | 36 | 9 | 11.2 | $3M | −0.3% | #421 of 529 |
Other business types in the Marshall area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
- Restaurants and cafes33
- Sit-down restaurants38
- Fast food and sandwich shops29
- Pizza25
- Coffee shops and cafes36
- Bakeries and dessert shops51
Groceries and convenience
Auto
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many coffee shops and cafes are in the Marshall, MO area?
There are 9 coffee shops and cafes on map listings in the Marshall area as of September 2026. None of them are chain locations. The listings count coffee, tea, juice and bubble tea shops, and cafes. Official counts show 4 businesses with payroll classed as snack and nonalcoholic beverage bars in 2023. That count covers all snack and nonalcoholic beverage bars (bakeries and dessert shops included), not only coffee shops and cafes.
How much do households in the Marshall, MO area spend on food away from home?
About $26.7M a year, or $3,322 per household. That is 18% below the U.S. average (an index of 82, where 100 is the U.S. average). Spread across the 9 coffee shops and cafes on map listings, it comes to $3M per cafe. The spending figure covers all food away from home, not only coffee shops and cafes. It is estimated from the incomes of the 8,053 households in the Marshall area and national spending patterns by income.
How does the Marshall, MO area compare with the U.S. for coffee shops and cafes?
The Marshall area has 11.2 coffee shops and cafes per 10,000 households, 2% above the U.S. rate of 11.0. Spending per cafe is $3M, 20% below the U.S. figure of $3.7M. At the national ratio of coffee shops and cafes to household spending, the Marshall area would have about 7, against 9 on map listings. There is one business with payroll in the industry for every 2,013 households, against one for every 1,518 across the U.S.
How fast is the Marshall, MO area growing?
Population estimates put the Marshall area at 23,265 people in 2025, down 0.3% since 2020, against +3.1% for the U.S. It has 8,053 households. The median household income in the Marshall area is $57,931 a year, 28% below the U.S. median of $80,734. That rose 29.5% from the 2015–2019 survey, before inflation.
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. The Marshall area scores 36 for coffee shops and cafes (lower middle), #421 of 529 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Marshall area. It maps the coffee shops and cafes on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
How the score works · Top markets for coffee shops and cafes · All 56 business types in the Marshall area
Screening a site or an acquisition in the Marshall area?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of the Marshall area. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.