Rascasse Audience Intelligence

Waffle House Target Market in United States

Waffle House has an estimated audience of 20,692,779 people in United States.

#19among Restaurants in United States
#164among Brand in United States#138in Food & Beverages

The average Waffle House fan in United States is 41.3 years old, more female, and lives primarily in Georgia.

By number of fans, Waffle House ranks #19 among the 363 objects in Restaurants in United States — 4.2× the group median.

Its fans are 1.2 years older than the group average of 40.1.

Women make up 60.2% of the fan base, 3.0 percentage points more than the group average.

Compared with the other 362 objects in Restaurants, Waffle House fans stand out for their interest in Sushi House, Tate's Bake Shop and Chef (film).

Most fans live in Georgia, Florida, North Carolina.

Top affinities include Sushi House, Tate's Bake Shop, Chef (film), with strongest over-indexing on Sushi House (33.89× the country average).

Demographically, the Waffle House audience skews more female with an average age of 41.3, and over-indexes on personality traits such as Pet Ownership, Urban Lifestyle.

The typical Waffle House fan in United States is more female, around 41.3 years old, with strong Pet Ownership tendencies and a notable affinity for Sushi House.

Category: Food & Beverages · Type: Brand · Subtype: Restaurants

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
20.7M
in United States
Gender
60.2%♀
39.8% male
Age
41.3
average years
Country rank
#1550
among all objects in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Waffle House

60.2% are female, 39.8% are male, average age 41.3.

Fig. 02

Gender split

60.2%
Female
39.8%
Male
Demographic split for Waffle House audience in United States
MetricValue
Female60.2%
Male39.8%
Average age41.3
Estimated audience size20,692,779
Fig. 03

Age distribution

Ø 41.3
average years
Age distribution of the Waffle House audience in United States
Age bracketShare%
16-2419%
25-3417%
35-4418%
45-5421%
55+25%
Fig. 04

Worldwide distribution

92.7%

of the worldwide Waffle House audience comes from United States.

Worldwide audience distribution share by country for Waffle House
CountryShare
United States92.7%
Japan1.2%
United Kingdom0.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Waffle House customers by region in United States
#RegionReachAffinity×
01Georgia~3.5M5.02×
02South Carolina~1.5M4.13×
03Mississippi~800K4.10×
04Alabama~1M3.97×
05Louisiana~1M3.67×
06Tennessee~1.5M3.16×
07North Carolina~2M2.75×
08Arkansas~500K2.44×
09Kentucky~600K2.18×
10Florida~2.5M1.93×
11Virginia~800K1.58×
12Ohio~1M1.49×
13Missouri~600K1.48×
14Texas~2M1.26×
15Oklahoma~300K1.26×
16Delaware~60K0.97×
17Indiana~400K0.89×
18Arizona~400K0.79×
19West Virginia~90K0.79×
20Maryland~300K0.74×
21Colorado~200K0.69×
22Kansas~100K0.64×
23Pennsylvania~400K0.47×
24New Mexico~60K0.45×
25Washington, District of Columbia~20K0.44×
26Illinois~200K0.28×
27Michigan~100K0.23×
28New Jersey~100K0.22×
29Iowa~40K0.22×
30Wyoming~8K0.22×
31Nevada~40K0.21×
32Nebraska~30K0.21×
33South Dakota~10K0.18×
34North Dakota~9K0.18×
35Alaska~8K0.18×
36Wisconsin~60K0.17×
37Connecticut~40K0.17×
38Utah~30K0.17×
39New York~200K0.16×
40Washington~80K0.16×
41Minnesota~60K0.16×
42Rhode Island~10K0.16×
43Montana~10K0.16×
44California~400K0.15×
45Oregon~40K0.15×
46Idaho~20K0.15×
47Maine~10K0.15×
48New Hampshire~10K0.15×
49Massachusetts~60K0.13×
50Hawaii~10K0.13×
Fig. 06

Affinity by region

Affinity by region — Waffle House, United States
0.13×1.00×5.02×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Waffle House audience vs. the country average
#·InterestCategoryAffinity×
01Sushi HouseFood & Beverages33.89×
02Tate's Bake ShopShopping29.08×
03Chef (film)Movies & TV23.38×
04LukoilCars & Mobility22.24×
05Frosted FlakesFood & Beverages21.58×
06White breadFood & Beverages20.82×
07Organic wineFood & Beverages19.90×
08Tonic waterFood & Beverages19.78×
09ScallopFood & Beverages19.76×
10KimchiFood & Beverages17.55×
11Bob EvansFood & Beverages16.10×
12French toastFood & Beverages15.71×
13Biscoff CookiesFood & Beverages15.41×
14Denny'sFood & Beverages10.89×
15First WatchFood & Beverages9.45×
16Cook Out (restaurant)Food & Beverages7.38×
17IHOPFood & Beverages6.12×
18Cracker Barrel Old Country StoreFood & Beverages4.47×
19Panera BreadFood & Beverages2.88×
20Olive GardenFood & Beverages2.77×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Waffle House audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Waffle House audience vs. the country average · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.07×
Urban LifestyleOPEN1.05×
Early Adopter MentalityPOWER1.04×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Waffle House audience vs. the country average · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.74×
SpiritualityBALANCE0.80×
PatriotismCONSERVATISM0.84×
0×1.00× baseline2×
Appendix

Explore more audiences

More Restaurants audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Waffle House over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/waffle-house-17087” · Methodology