A data profile of the people who buy, follow and care about McDonald's in Switzerland — modelled from more than twelve digital signal sources. McDonald's has an estimated audience of 4,413,941 people in Switzerland.
The average McDonald's fan in Switzerland is 37.6 years old, balanced, and lives primarily in Canton of Zürich.
The audience is concentrated in Canton of Zürich, Vaud, Canton of Bern.
Top brand affinities include AutoScout24, Hornbach, Denner (supermarkets), with strongest over-indexing on AutoScout24 (1.83× the country average).
Demographically, the McDonald's audience skews balanced with an average age of 37.6, and over-indexes on personality traits such as Travelling, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
The typical McDonald's fan in Switzerland is balanced, around 37.6 years old, with strong Travelling tendencies and a notable affinity for AutoScout24.
The key figures that characterise the McDonald's profile in Switzerland.
49.6% are female, 50.4% are male, average age 37.6.
| Metric | Value |
|---|---|
| Female | 49.6% |
| Male | 50.4% |
| Average age | 37.6 |
| Estimated audience size | 4,413,941 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 26% | |
| 30-39 | 24% | |
| 40-49 | 18% | |
| 50+ | 14% |
of the worldwide McDonald's audience comes from Switzerland.
| Country | Share |
|---|---|
| United States | 24.3% |
| Italy | 4.8% |
| Germany | 4.7% |
Where the McDonald's audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Canton of Geneva | ~500K | 1.76× | |
| 02 | Vaud | ~600K | 1.75× | |
| 03 | Valais | ~300K | 1.52× | |
| 04 | Ticino | ~300K | 1.49× | |
| 05 | Fribourg | ~200K | 1.41× | |
| 06 | Canton of Zürich | ~1M | 1.30× | |
| 07 | Canton of Bern | ~600K | 1.26× | |
| 08 | Graubünden | ~100K | 1.24× | |
| 09 | Uri | ~20K | 1.21× | |
| 10 | Luzern | ~200K | 1.20× | |
| 11 | Basel-City | ~200K | 1.15× | |
| 12 | Aargau | ~300K | 1.04× | |
| 13 | Canton of St. Gallen | ~200K | 1.01× | |
| 14 | Solothurn | ~100K | 0.97× | |
| 15 | Neuchatel | ~90K | 0.96× | |
| 16 | Schwyz | ~60K | 0.92× | |
| 17 | Basel-Landschaft | ~90K | 0.84× | |
| 18 | Canton of Zug | ~40K | 0.81× | |
| 19 | Thurgau | ~90K | 0.72× | |
| 20 | Jura | ~20K | 0.68× | |
| 21 | Canton of Glarus | ~10K | 0.66× | |
| 22 | Schaffhausen | ~20K | 0.62× | |
| 23 | Canton of Nidwalden | ~10K | 0.62× | |
| 24 | Canton of Obwalden | ~10K | 0.57× | |
| 25 | Appenzell Innerrhoden | ~3K | 0.47× | |
| 26 | Appenzell Ausserrhoden | ~8K | 0.40× |
The strongest cross-interests of the McDonald's audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Hornbach | Shopping | 2.66× | ||
| 02 | Denner (supermarkets) | Shopping | 2.52× | ||
| 03 | Burger King | Food & Beverages | 2.43× | ||
| 04 | KFC | Food & Beverages | 2.36× | ||
| 05 | Credit (finance) | Business & Career | 2.15× | ||
| 06 | Betty Bossi | Food & Beverages | 1.93× | ||
| 07 | Conforama | Home & Garden | 1.84× | ||
| 08 | AutoScout24 | Cars & Mobility | 1.83× | ||
| 09 | Temu | Shopping | 1.77× | ||
| 10 | Starbucks | Food & Beverages | 1.77× | ||
| 11 | ImmoScout24 | Home & Garden | 1.69× | ||
| 12 | Deutsche Bahn | Cars & Mobility | 1.69× | ||
| 13 | Hardware store | Home & Garden | 1.64× | ||
| 14 | Investment banking | Business & Career | 1.60× | ||
| 15 | Fnac | Shopping | 1.58× | ||
| 16 | Müller (German trade company) | Shopping | 1.56× | ||
| 17 | Manor | Shopping | 1.55× | ||
| 18 | C&A | Shopping | 1.54× | ||
| 19 | Lidl | Shopping | 1.53× | ||
| 20 | 20 minutes (Switzerland) | News | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.78× | |
| Early Adopter Mentality | POWER | 0.78× | |
| Price Sensitivity | PREMIUM | 0.78× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.50× | |
| Healthy Lifestyle | BALANCE | 0.62× | |
| Sustainability | BALANCE | 0.70× |
McDonald's's target market in Switzerland covers an estimated 4,413,941 people, concentrated in Canton of Zürich and Vaud.
49.6% of the McDonald's audience are female, 50.4% are male, with an average age of 37.6 years.
McDonald's fans show strongest brand affinity for AutoScout24 (1.83×), Hornbach (2.66×), and Denner (supermarkets) (2.52×) over the country average.
McDonald's fans in Switzerland are most concentrated in Canton of Zürich (reach ~1M), Vaud (reach ~600K), and Canton of Bern (reach ~600K). These three regions account for the largest share of the active audience.
Beyond McDonald's itself, the audience over-indexes on Hornbach (2.66×), Denner (supermarkets) (2.52×), Burger King (2.43×), and Lidl (1.53×) compared to the Switzerland average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Switzerland who actively search for McDonald's. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Switzerland. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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