Rascasse Audience Intelligence

Chipotle Audience in United States

A data profile of the people who buy, follow and care about Chipotle in United States — modelled from more than twelve digital signal sources. Chipotle has an estimated audience of 2,585,189 people in United States.

#80among Dish in United States#5525among Topic in United States#714in Food & Beverages

The average Chipotle fan in United States is 38.2 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Popeyes Louisiana Kitchen, Jersey Mike's Subs, Firehouse Subs, with strongest over-indexing on Popeyes Louisiana Kitchen (6.42× the country average).

Demographically, the Chipotle audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Price Sensitivity, Early Adopter Mentality.

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

The typical Chipotle fan in United States is more female, around 38.2 years old, with strong Price Sensitivity tendencies and a notable affinity for Popeyes Louisiana Kitchen.

Category: Food & Beverages · Type: Topic · Subtype: Dish

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 Chipotle profile in United States.

Audience size
2.6M
in United States
Gender
58.9%♀
41.1% male
Age
38.2
average years
Country rank
#11620
Topic in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Chipotle fans

58.9% are female, 41.1% are male, average age 38.2.

Fig. 02

Gender split

58.9%
Female
41.1%
Male
Demographic split for Chipotle audience in United States
MetricValue
Female58.9%
Male41.1%
Average age38.2
Estimated audience size2,585,189
Fig. 03

Age distribution

Ø 38.2
average years
Age distribution of the Chipotle audience in United States
Age bracketShare%
16-1922%
20-2920%
30-3919%
40-4920%
50+18%
Fig. 04

Worldwide distribution

36.5%

of the worldwide Chipotle audience comes from United States.

Worldwide audience distribution share by country for Chipotle
CountryShare
United States36.5%
China8.4%
Mexico6.7%
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 Chipotle audience in United States is strongest.

Fig. 05

Top regions by affinity

Chipotle fans by region: top regions in United States
#RegionReachAffinity×
01Ohio~200K1.93×
02Maryland~80K1.69×
03Minnesota~60K1.54×
04Washington, District of Columbia~10K1.43×
05Virginia~90K1.41×
06Florida~200K1.39×
07Illinois~100K1.33×
08Colorado~50K1.33×
09Kansas~30K1.33×
10Arizona~70K1.25×
11Texas~300K1.24×
12Georgia~100K1.20×
13North Carolina~90K1.20×
14Pennsylvania~100K1.17×
15New Jersey~80K1.17×
16Nevada~30K1.15×
17Massachusetts~60K1.14×
18Connecticut~30K1.13×
19Delaware~8K1.13×
20Indiana~50K1.11×
21New York~200K1.10×
22Missouri~50K1.09×
23California~300K1.08×
24Oregon~30K1.08×
25Nebraska~10K1.08×
26Washington~50K1.05×
27South Carolina~40K1.05×
28Rhode Island~9K1.03×
29Tennessee~50K0.99×
30Michigan~70K0.97×
31New Hampshire~10K0.96×
32West Virginia~10K0.91×
33Kentucky~30K0.88×
34Alabama~30K0.86×
35Utah~20K0.82×
36New Mexico~10K0.81×
37Wisconsin~30K0.79×
38Vermont~4K0.79×
39Mississippi~20K0.78×
40Louisiana~30K0.77×
41Arkansas~20K0.77×
42Idaho~10K0.75×
43Maine~7K0.74×
44Montana~5K0.74×
45Oklahoma~20K0.67×
46Iowa~10K0.59×
47North Dakota~3K0.52×
48Wyoming~2K0.47×
49South Dakota~2K0.38×
50Hawaii~2K0.19×
Fig. 06

Affinity by region

Affinity by region — Chipotle, United States
0.19×1.00×1.93×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Chipotle audience
#·InterestCategoryAffinity×
01Pret a MangerFood & Beverages22.91×
02Baja FreshFood & Beverages18.09×
03Firehouse SubsFood & Beverages10.28×
04Jersey Mike's SubsFood & Beverages8.59×
05Potbelly Sandwich WorksFood & Beverages8.36×
06Del TacoFood & Beverages7.40×
07Popeyes Louisiana KitchenFood & Beverages6.42×
08British cuisineFood & Beverages4.82×
09Caitlin ClarkSports4.38×
10Jack in the BoxFood & Beverages3.81×
11Chipotle Mexican GrillFood & Beverages3.12×
12Culver'sFood & Beverages2.68×
13KFCFood & Beverages2.40×
14NBA playoffsSports2.34×
157-ElevenShopping2.30×
16Google DocsInternet & Social Media2.10×
17Texas RoadhouseFood & Beverages2.05×
18Taco BellFood & Beverages1.95×
19Chick-fil-AFood & Beverages1.82×
20Macy'sShopping1.77×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Chipotle 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 Chipotle audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.54×
Early Adopter MentalityPOWER1.31×
Convenience OrientationPREMIUM1.24×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Chipotle audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.67×
SpiritualityBALANCE0.70×
IndividualismJOY0.72×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Chipotle have in United States?

Chipotle has an estimated audience of 2,585,189 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Chipotle fans?

58.9% of Chipotle fans are female, 41.1% are male, with an average age of 38.2 years.

03

Which brands do Chipotle fans like most?

Chipotle fans show strongest brand affinity for Popeyes Louisiana Kitchen (6.42×), Jersey Mike's Subs (8.59×), and Firehouse Subs (10.28×) over the country average.

04

Where do Chipotle fans live in United States?

Chipotle fans in United States are most concentrated in California (reach ~300K), Texas (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Chipotle fans also like?

Beyond Chipotle itself, the audience over-indexes on Jersey Mike's Subs (8.59×), Firehouse Subs (10.28×), Pret a Manger (22.91×), and Potbelly Sandwich Works (8.36×) compared to the United States average.

Appendix

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How to read this data

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