Rascasse Audience Intelligence

Burger King Target Market in United States

A data profile of the people who buy, follow and care about Burger King in United States — modelled from more than twelve digital signal sources. Burger King has an estimated audience of 56,440,619 people in United States.

#4among Fast food restaurants in United States#36among Brand in United States#29in Food & Beverages

The average Burger King fan in United States is 36.5 years old, balanced, and lives primarily in Florida.

The audience is concentrated in Florida, Texas, California.

Top brand affinities include Chipotle Mexican Grill, McDonald's, Tim Horton, with strongest over-indexing on Chipotle Mexican Grill (4.28× the country average).

Demographically, the Burger King audience skews balanced with an average age of 36.5, and over-indexes on personality traits such as Convenience Orientation, Indulgence.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Burger King fan in United States is balanced, around 36.5 years old, with strong Convenience Orientation tendencies and a notable affinity for Chipotle Mexican Grill.

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

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Burger King profile in United States.

Audience size
56.4M
in United States
Gender
52.4%♀
47.6% male
Age
36.5
average years
Country rank
#334
Brand in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Burger King

52.4% are female, 47.6% are male, average age 36.5.

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 age36.5
Estimated audience size56,440,619
Fig. 03

Age distribution

Ø 36.5
average years
Age distribution of the Burger King audience in United States
Age bracketShare%
16-1927%
20-2922%
30-3917%
40-4916%
50+17%
Fig. 04

Worldwide distribution

31.0%

of the worldwide Burger King audience comes from United States.

Worldwide audience distribution share by country for Burger King
CountryShare
United States31.0%
Germany7.1%
Brazil5.3%
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

Where the Burger King audience in United States is strongest.

Fig. 05

Top regions by affinity

Burger King customers by region in United States
#RegionReachAffinity×
01Indiana~1.5M1.34×
02Florida~5M1.28×
03Michigan~2M1.28×
04Louisiana~900K1.25×
05New Mexico~300K1.23×
06Ohio~2M1.21×
07West Virginia~300K1.18×
08Georgia~2M1.17×
09Alabama~900K1.17×
10Nebraska~300K1.16×
11South Carolina~900K1.13×
12Mississippi~500K1.12×
13Pennsylvania~2M1.11×
14Arizona~1.5M1.11×
15Maryland~1M1.11×
16Arkansas~500K1.11×
17Tennessee~1M1.10×
18Rhode Island~200K1.10×
19North Carolina~2M1.09×
20Illinois~2M1.08×
21Nevada~600K1.07×
22South Dakota~100K1.07×
23Massachusetts~1M1.06×
24Kentucky~700K1.06×
25Connecticut~600K1.06×
26New Jersey~1.5M1.05×
27Texas~5M1.01×
28Virginia~1.5M0.99×
29Minnesota~800K0.99×
30New York~3M0.97×
31Missouri~900K0.97×
32Colorado~800K0.96×
33Maine~200K0.95×
34Iowa~400K0.94×
35Kansas~400K0.93×
36Idaho~300K0.93×
37North Dakota~100K0.92×
38Wisconsin~800K0.91×
39Delaware~100K0.91×
40Washington~1M0.89×
41Oregon~600K0.88×
42Oklahoma~500K0.87×
43Hawaii~200K0.87×
44Utah~400K0.86×
45New Hampshire~200K0.86×
46California~4.5M0.78×
47Vermont~70K0.68×
48Montana~90K0.60×
49Alaska~70K0.60×
50Washington, District of Columbia~70K0.40×
Fig. 06

Affinity by region

Affinity by region — Burger King, United States
0.40×1.00×1.34×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Burger King audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Burger King audience
#·InterestCategoryAffinity×
01Tim HortonSports6.73×
02White Castle (restaurant)Food & Beverages5.15×
03Delivery orderFood & Beverages4.50×
04Chipotle Mexican GrillFood & Beverages4.28×
05French friesFood & Beverages3.16×
06CaseyMusic & Radio3.11×
07McDonald'sFood & Beverages3.09×
08Savannah GuthrieMovies & TV2.93×
09Culver'sFood & Beverages2.82×
10Scooby-DooMovies & TV2.81×
11BatmanMovies & TV2.37×
12StarbucksFood & Beverages2.29×
13Wendy'sFood & Beverages2.24×
14Taco BellFood & Beverages2.01×
15Pizza HutFood & Beverages2.01×
16RedditInternet & Social Media1.89×
17Dollar GeneralShopping1.84×
18Video gamesGames1.74×
19Chick-fil-AFood & Beverages1.70×
20Lindsey GrahamPolitics & Society1.68×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Burger King audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Burger King audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.52×
IndulgenceJOY1.32×
Need for SecurityCONSERVATISM1.32×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Burger King audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.74×
Sports ActivityPOWER0.74×
Design AffinityPREMIUM0.75×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Burger King's target market in United States?

Burger King's target market in United States covers an estimated 56,440,619 people, concentrated in Florida and Texas.

02

What is the gender split and age of Burger King customers?

52.4% of the Burger King audience are female, 47.6% are male, with an average age of 36.5 years.

03

Which brands do Burger King fans like most?

Burger King fans show strongest brand affinity for Chipotle Mexican Grill (4.28×), McDonald's (3.09×), and Tim Horton (6.73×) over the country average.

04

Where do Burger King fans live in United States?

Burger King fans in United States are most concentrated in Florida (reach ~5M), Texas (reach ~5M), and California (reach ~4.5M). These three regions account for the largest share of the active audience.

05

What other brands do Burger King fans also like?

Beyond Burger King itself, the audience over-indexes on McDonald's (3.09×), Tim Horton (6.73×), Starbucks (2.29×), and Video games (1.74×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Fast food restaurants audiences in United States

Related rankings

See Burger King audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Burger King. 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. 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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