Rascasse Audience Intelligence

Burger King Target Market in United Kingdom

Burger King has an estimated audience of 7.2M people in United Kingdom.

#4among Fast food restaurants in United Kingdom
#109among brands in United Kingdom
#64in Food & Beverages

The average Burger King fan in United Kingdom is 39.7 years old, balanced, and lives primarily in South East.

By number of fans, Burger King ranks #4 among the 89 objects in Fast food restaurants in United Kingdom — 803.4× the group median.

Its fans are 2.1 years younger than the group average of 41.8.

Women make up 54.0% of the fan base, 3.6 percentage points fewer than the group average.

Compared with the other 88 objects in Fast food restaurants, Burger King fans stand out for their interest in The Economist, Home Delivery and French fries.

Most fans live in South East, North West, Greater London.

Top affinities include Wendy's, The Economist, Home Delivery, with strongest over-indexing on Wendy's (6.67× the country average).

Demographically, the Burger King audience skews balanced with an average age of 39.7, and over-indexes on personality traits such as Convenience Orientation, Family Orientation.

The typical Burger King fan in United Kingdom is balanced, around 39.7 years old, with strong Convenience Orientation tendencies and a notable affinity for Wendy's.

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

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
7.2M
in United Kingdom
Gender
54.0%♀
46.0% male
Age
39.7
average years
Country rank
#849
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

+27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Burger King

54.0% are female, 46.0% are male, average age 39.7.

Fig. 02

Gender split

54.0%
Female
46.0%
Male
Demographic split for Burger King audience in United Kingdom
MetricValue
Female54.0%
Male46.0%
Average age39.7
Estimated audience size7.2M
Fig. 03

Age distribution

Ø 39.7
average years
Age distribution of the Burger King audience in United Kingdom
Age bracketShare%
16-2417%
25-3424%
35-4420%
45-5418%
55+20%
Fig. 04

Worldwide distribution

3.9%

of the worldwide Burger King audience comes from United Kingdom.

Worldwide audience distribution share by country for Burger King
CountryShare
United States31.1%
Germany7.0%
Italy5.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United Kingdom average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Burger King customers by region in United Kingdom
#RegionReachAffinity×
01North West~1M1.28×
02East of England~800K1.16×
03South West~700K1.16×
04Wales~400K1.16×
05South East~1M1.15×
06Scotland~700K1.15×
07East Midlands~600K1.06×
08Greater London~1M1.00×
09West Midlands~500K0.75×
10Yorkshire and the Humber~400K0.73×
11North East~200K0.72×
12Northern Ireland~100K0.70×
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 Burger King audience vs. the country average
#·InterestCategoryAffinity×
01Wendy'sFood & Beverages6.67×
02The EconomistBusiness & Career4.80×
03Home DeliveryFood & Beverages4.53×
04French friesFood & Beverages4.19×
05StarbucksFood & Beverages4.14×
06KFCFood & Beverages2.73×
07Tombola (bingo company)Games2.65×
08McDonald'sFood & Beverages2.61×
09Gala BingoGames2.55×
10Take-outFood & Beverages2.37×
11TemuShopping2.34×
12GreggsFood & Beverages2.12×
13National Lottery (Ireland)Games1.94×
14TransportCars & Mobility1.75×
15Mobile phonesTechnology & Electronics1.67×
16EuropeTravel & Leisure1.61×
17Video gamesGames1.58×
18SoccerSports1.57×
19MoneyBusiness & Career1.53×
20ChildKids & Family1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Burger King audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Burger King audience vs. the country average · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM2.12×
Family OrientationCONSERVATISM1.49×
Career OrientationPOWER1.48×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Burger King audience vs. the country average · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.74×
SustainabilityBALANCE0.78×
Sports ActivityPOWER0.90×
0×1.00× baseline2×
Appendix

Explore more audiences

More Fast food restaurants audiences in United Kingdom

See Burger King audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United Kingdom with measurable interest in Burger King 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/gb/burger-king-14348” · Methodology