Rascasse Audience Intelligence

Burger King Target Market in United States

Burger King has an estimated audience of 56.4M people in United States.

#4among Fast food restaurants in United States#38among brands in United States#29in Food & Beverages

The average Burger King fan in United States is 37.2 years old, balanced, and lives primarily in California.

By number of fans, Burger King ranks #4 among the 87 objects in Fast food restaurants in United States — 110.2× the group median.

Its fans are 2.1 years younger than the group average of 39.3.

Women make up 52.4% of the fan base, 2.9 percentage points fewer than the group average.

Compared with the other 86 objects in Fast food restaurants, Burger King fans stand out for their interest in Tim Horton, White Castle (restaurant) and Delivery order.

Most fans live in California, Florida, Texas.

Top affinities include Tim Horton, White Castle (restaurant), Delivery order, with strongest over-indexing on Tim Horton (6.73× the country average).

Demographically, the Burger King audience skews balanced with an average age of 37.2, and over-indexes on personality traits such as Convenience Orientation, Indulgence.

The typical Burger King fan in United States is balanced, around 37.2 years old, with strong Convenience Orientation tendencies and a notable affinity for Tim Horton.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
56.4M
in United States
Gender
52.4%♀
47.6% male
Age
37.2
average years
Country rank
#329
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 Burger King

52.4% are female, 47.6% are male, average age 37.2.

Fig. 02

Gender split

52.4%
Female
47.6%
Male
Demographic split for Burger King audience in United States
MetricValue
Female52.4%
Male47.6%
Average age37.2
Estimated audience size56.4M
Fig. 03

Age distribution

Ø 37.2
average years
Age distribution of the Burger King audience in United States
Age bracketShare%
16-2427%
25-3422%
35-4417%
45-5416%
55+17%
Fig. 04

Worldwide distribution

31.5%

of the worldwide Burger King audience comes from United States.

Worldwide audience distribution share by country for Burger King
CountryShare
United States31.5%
Germany7.2%
Brazil5.4%
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

Burger King customers by region in United States
#RegionReachAffinity×
01Indiana~1.5M1.34×
02Florida~4.5M1.28×
03Michigan~2M1.28×
04Louisiana~1M1.25×
05New Mexico~400K1.23×
06Ohio~2.5M1.21×
07West Virginia~400K1.18×
08Georgia~2M1.17×
09Alabama~1M1.17×
10Nebraska~400K1.16×
11South Carolina~1M1.13×
12Mississippi~600K1.12×
13Pennsylvania~2.5M1.11×
14Arizona~1.5M1.11×
15Maryland~1M1.11×
16Arkansas~600K1.11×
17Tennessee~1.5M1.10×
18Rhode Island~200K1.10×
19North Carolina~2M1.09×
20Illinois~2.5M1.08×
21Nevada~600K1.07×
22South Dakota~200K1.07×
23Massachusetts~1.5M1.06×
24Kentucky~800K1.06×
25Connecticut~600K1.06×
26New Jersey~1.5M1.05×
27Texas~4M1.01×
28Virginia~1.5M0.99×
29Minnesota~1M0.99×
30New York~3.5M0.97×
31Missouri~1M0.97×
32Colorado~900K0.96×
33Maine~200K0.95×
34Iowa~500K0.94×
35Kansas~500K0.93×
36Idaho~300K0.93×
37North Dakota~100K0.92×
38Wisconsin~900K0.91×
39Delaware~200K0.91×
40Washington~1M0.89×
41Oregon~600K0.88×
42Oklahoma~600K0.87×
43Hawaii~200K0.87×
44Utah~500K0.86×
45New Hampshire~200K0.86×
46California~5M0.78×
47Wyoming~70K0.73×
48Vermont~70K0.68×
49Montana~100K0.60×
50Alaska~70K0.60×
Fig. 06

Affinity by region

Affinity by region — Burger King, United States
0.60×1.00×1.34×
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×
01Tim HortonSports6.73×
02White Castle (restaurant)Food & Beverages5.15×
03Delivery orderFood & Beverages4.50×
04Chipotle Mexican GrillFood & Beverages4.28×
05French friesFood & Beverages3.16×
06McDonald'sFood & Beverages3.09×
07Savannah GuthrieMovies & TV2.93×
08Culver'sFood & Beverages2.82×
09Scooby-DooMovies & TV2.81×
10BatmanMovies & TV2.37×
11StarbucksFood & Beverages2.29×
12Wendy'sFood & Beverages2.24×
13Taco BellFood & Beverages2.01×
14Pizza HutFood & Beverages2.01×
15RedditInternet & Social Media1.89×
16Dollar GeneralShopping1.84×
17Video gamesGames1.74×
18Chick-fil-AFood & Beverages1.70×
19Lindsey GrahamPolitics & Society1.68×
20BarbecueFood & Beverages1.58×
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 OrientationPREMIUM1.52×
IndulgenceJOY1.32×
Need for SecurityCONSERVATISM1.32×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Burger King audience vs. the country average · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.74×
Sports ActivityPOWER0.74×
Design AffinityPREMIUM0.75×
0×1.00× baseline2×
Appendix

Explore more audiences

More Fast food restaurants audiences in United States

Related rankings

See Burger King 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 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
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/burger-king-14348” · Methodology