Chipotle Audience in United States

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Chipotle has an estimated audience of 2,585,189 people in United States. 58.9% are female, 41.1% are male, average age 38.2. Top regions: California, Texas, Florida. Top brand affinities: Firehouse Subs, Popeyes Louisiana Kitchen, Pret a Manger, Potbelly Sandwich Works, Del Taco.

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 Firehouse Subs, Popeyes Louisiana Kitchen, Pret a Manger, with strongest over-indexing on Firehouse Subs (10.28× 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 Indulgence, Urban Lifestyle. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of Chipotle fans

Demographic split for Chipotle audience in United States
MetricValue
Female58.9%
Male41.1%
Average age38.2
Estimated audience size2,585,189

Audience persona

The typical Chipotle fan in United States is more female, around 38.2 years old, with strong Indulgence tendencies and a notable affinity for Firehouse Subs.

Top regions in United States

Top regions ranked by reach for Chipotle in United States
RegionReachAffinity
California316,8811.11×
Texas285,6551.29×
Florida251,2551.44×
New York162,7351.13×
Ohio160,8882.02×
Illinois121,3401.41×
Pennsylvania103,6081.19×
Georgia100,5241.26×
North Carolina96,6181.24×
Virginia89,1561.42×
New Jersey82,4031.25×
Maryland77,1921.74×
Michigan71,2451.05×
Arizona63,0571.19×
Massachusetts57,9021.14×
Minnesota54,7991.48×
Indiana54,6091.16×
Colorado53,3911.31×
Washington52,9451.02×
Tennessee52,7721.02×
Missouri46,2121.11×
South Carolina42,4221.09×
Oregon31,3421.06×
Alabama31,3240.87×
Wisconsin29,8380.77×
Connecticut29,4571.14×
Nevada29,0081.16×
Kentucky28,4340.88×
Louisiana27,1530.81×
Kansas25,2641.24×
Utah19,3460.84×
Oklahoma19,3300.67×
Mississippi17,3110.81×
Arkansas16,1690.76×
Nebraska13,4061.03×
Iowa11,9280.56×
Washington, District of Columbia10,5571.36×
West Virginia10,0560.84×
New Mexico10,0340.77×
New Hampshire9,5050.93×
Idaho9,2860.72×
Rhode Island8,5951.04×
Delaware7,8161.1×
Maine6,7710.73×
Montana4,3860.61×
Vermont3,5150.77×
North Dakota2,4640.46×
Hawaii2,0390.18×
South Dakota1,9670.33×
Wyoming1,4940.39×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Chipotle audience
BrandAffinityCategory
Firehouse Subs10.28×Food & Beverages
Popeyes Louisiana Kitchen6.42×Food & Beverages
Pret a Manger22.91×Food & Beverages
Potbelly Sandwich Works8.36×Food & Beverages
Del Taco7.4×Food & Beverages
Chipotle Mexican Grill3.12×Food & Beverages
Caitlin Clark4.38×Sports
Jack in the Box3.81×Food & Beverages
Baja Fresh18.09×Food & Beverages
Texas Roadhouse2.05×Food & Beverages
Google Docs2.1×Internet & Social Media
Taco Bell1.95×Food & Beverages
British cuisine4.82×Food & Beverages
Chick-fil-A1.82×Food & Beverages
Macy's1.77×Shopping
NBA playoffs2.34×Sports
KFC2.4×Food & Beverages
7-Eleven2.3×Shopping
LongHorn Steakhouse2.78×Food & Beverages
Sportswear (fashion)3.52×Fashion & Accessoires

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Chipotle audience
TraitClusterScore
IndulgenceJOY1.7
Urban LifestyleOPEN1.53
Healthy LifestyleBALANCE1.23
ExtroversionTHRILL1.13
Convenience OrientationPREMIUM1.1
Design AffinityPREMIUM1.09

Worldwide distribution

Worldwide audience distribution share by country for Chipotle
CountryShare
United States36.8%
China8.5%
Mexico6.7%

See Chipotle audiences in other countries

More Dish audiences in United States

Frequently asked questions

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.

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.

Which brands do Chipotle fans like most?

Chipotle fans show strongest brand affinity for Firehouse Subs (10.28×), Popeyes Louisiana Kitchen (6.42×), and Pret a Manger (22.91×) over the country average.

Where do Chipotle fans live in United States?

Chipotle fans in United States are most concentrated in California (reach 316,881), Texas (reach 285,655), and Florida (reach 251,255). These three regions account for the largest share of the active audience.

What other brands do Chipotle fans also like?

Beyond Chipotle itself, the audience over-indexes on Popeyes Louisiana Kitchen (6.42×), Pret a Manger (22.91×), Potbelly Sandwich Works (8.36×), and Del Taco (7.4×) compared to the United States average.

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.