Rascasse Audience Intelligence

Subway Target Market in United States

Subway has an estimated audience of 54.5M people in United States.

#6among Fast food restaurants in United States#30among brands in United States#33in Food & Beverages

The average Subway fan in United States is 38.0 years old, balanced, and lives primarily in California.

By number of fans, Subway ranks #6 among the 89 objects in Fast food restaurants in United States — 104.9× the group median.

Its fans are 1.3 years younger than the group average of 39.3.

Women make up 53.2% of the fan base, 1.9 percentage points fewer than the group average.

Compared with the other 88 objects in Fast food restaurants, Subway fans stand out for their interest in Menards, Walmart and Philosophy.

Most fans live in California, Texas, Florida.

Top affinities include Menards, Olive Garden, Pizza Hut, with strongest over-indexing on Menards (3.07× the country average).

Demographically, the Subway audience skews balanced with an average age of 38.0, and over-indexes on personality traits such as Convenience Orientation, Need for Security.

The typical Subway fan in United States is balanced, around 38.0 years old, with strong Convenience Orientation tendencies and a notable affinity for Menards.

Category: Food & Beverages · Type: Brand · Subtype: Fast food restaurants

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
54.5M
in United States
Gender
53.2%♀
46.8% male
Age
38.0
average years
Country rank
#345
among all objects in United States
Fig. 01

Search interest · 12-month trend

+13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Subway

53.2% are female, 46.8% are male, average age 38.0.

Fig. 02

Gender split

53.2%
Female
46.8%
Male
Demographic split for Subway audience in United States
MetricValue
Female53.2%
Male46.8%
Average age38.0
Estimated audience size54.5M
Fig. 03

Age distribution

Ø 38.0
average years
Age distribution of the Subway audience in United States
Age bracketShare%
16-2425%
25-3421%
35-4418%
45-5418%
55+18%
Fig. 04

Worldwide distribution

43.4%

of the worldwide Subway audience comes from United States.

Worldwide audience distribution share by country for Subway
CountryShare
United States43.4%
United Kingdom6.2%
Brazil5.8%
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

Subway customers by region in United States
#RegionReachAffinity×
01Indiana~1.5M1.38×
02Mississippi~600K1.35×
03Arkansas~700K1.34×
04New Mexico~500K1.32×
05Wyoming~100K1.29×
06Iowa~700K1.27×
07West Virginia~400K1.27×
08South Dakota~200K1.24×
09Ohio~2.5M1.23×
10Louisiana~900K1.22×
11Michigan~2M1.20×
12Missouri~1M1.18×
13Kentucky~800K1.15×
14North Dakota~100K1.15×
15Minnesota~1M1.14×
16Oklahoma~700K1.13×
17Nebraska~400K1.13×
18Texas~4M1.11×
19Tennessee~1.5M1.11×
20Wisconsin~1M1.11×
21Alabama~900K1.09×
22Kansas~500K1.07×
23South Carolina~900K1.05×
24Alaska~100K1.04×
25Oregon~700K1.03×
26Utah~500K1.03×
27Idaho~300K1.03×
28Illinois~2M1.02×
29Hawaii~200K1.01×
30Washington~1M0.98×
31Nevada~500K0.97×
32Georgia~1.5M0.94×
33North Carolina~1.5M0.94×
34Arizona~1M0.93×
35Montana~200K0.93×
36Maine~200K0.92×
37Colorado~900K0.91×
38Virginia~1.5M0.90×
39California~5.5M0.89×
40Florida~3M0.83×
41Maryland~800K0.82×
42Connecticut~500K0.82×
43Rhode Island~100K0.82×
44Washington, District of Columbia~90K0.77×
45Vermont~80K0.75×
46New Hampshire~100K0.68×
47New York~2M0.65×
48Pennsylvania~1.5M0.65×
49Massachusetts~700K0.60×
50New Jersey~500K0.35×
Fig. 06

Affinity by region

Affinity by region — Subway, United States
0.35×1.00×1.38×
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 Subway audience vs. the country average
#·InterestCategoryAffinity×
01MenardsHome & Garden3.07×
02Olive GardenFood & Beverages3.06×
03Pizza HutFood & Beverages2.90×
04Taco BellFood & Beverages2.87×
05Wawa Inc.Shopping2.84×
06Little CaesarsFood & Beverages2.84×
07Dollar GeneralShopping2.51×
08Burger KingFood & Beverages2.35×
09Chipotle Mexican GrillFood & Beverages2.34×
10Domino's PizzaFood & Beverages2.32×
11Wendy'sFood & Beverages2.31×
12McDonald'sFood & Beverages2.27×
13TelevisionsTechnology & Electronics2.20×
14Chick-fil-AFood & Beverages2.00×
15WalmartShopping1.91×
16Video gamesGames1.90×
17PhilosophyBusiness & Career1.83×
18Pop musicMusic & Radio1.75×
19Comedy moviesMovies & TV1.68×
20EducationBusiness & Career1.63×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Subway audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Subway audience vs. the country average · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.64×
Need for SecurityCONSERVATISM1.56×
Family OrientationCONSERVATISM1.55×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Subway audience vs. the country average · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.69×
SustainabilityBALANCE0.83×
Luxury OrientationPREMIUM0.87×
0×1.00× baseline2×
Appendix

Explore more audiences

More Fast food restaurants audiences in United States

Related rankings

See Subway audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Subway 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
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/subway-9420” · Methodology