Rascasse Audience Intelligence

Chipotle Mexican Grill Target Market in United States

A data profile of the people who buy, follow and care about Chipotle Mexican Grill in United States — modelled from more than twelve digital signal sources. Chipotle Mexican Grill has an estimated audience of 38,900,019 people in United States.

#4among Restaurants in United States#63among Brand in United States#61in Food & Beverages

The average Chipotle Mexican Grill fan in United States is 37.9 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Taco Bell, Five Guys, Panera Bread, with strongest over-indexing on Taco Bell (4.28× the country average).

Demographically, the Chipotle Mexican Grill audience skews more female with an average age of 37.9, 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.

The typical Chipotle Mexican Grill fan in United States is more female, around 37.9 years old, with strong Indulgence tendencies and a notable affinity for Taco Bell.

Category: Food & Beverages · Type: Brand · Subtype: 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 Chipotle Mexican Grill profile in United States.

Audience size
38.9M
in United States
Gender
56.1%♀
43.9% male
Age
37.9
average years
Country rank
#600
Brand in United States
Fig. 01

Search interest · 12-month trend

+35%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Chipotle Mexican Grill

56.1% are female, 43.9% are male, average age 37.9.

Fig. 02

Gender split

56.1%
Female
43.9%
Male
Demographic split for Chipotle Mexican Grill audience in United States
MetricValue
Female56.1%
Male43.9%
Average age37.9
Estimated audience size38,900,019
Fig. 03

Age distribution

Ø 37.9
average years
Age distribution of the Chipotle Mexican Grill audience in United States
Age bracketShare%
16-1922%
20-2922%
30-3919%
40-4918%
50+19%
Fig. 04

Worldwide distribution

88.7%

of the worldwide Chipotle Mexican Grill audience comes from United States.

Worldwide audience distribution share by country for Chipotle Mexican Grill
CountryShare
United States88.7%
Canada5.2%
United Kingdom1.5%
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 Mexican Grill audience in United States is strongest.

Fig. 05

Top regions by affinity

Chipotle Mexican Grill customers by region in United States
#RegionReachAffinity×
01Washington, District of Columbia~200K2.02×
02Maryland~1M1.91×
03Minnesota~1M1.85×
04Ohio~2M1.76×
05Colorado~1M1.71×
06New Jersey~1.5M1.64×
07Florida~4M1.63×
08Virginia~1.5M1.52×
09Washington~1M1.50×
10Illinois~2M1.49×
11New York~3M1.45×
12Massachusetts~1M1.44×
13Texas~4.5M1.41×
14Nevada~500K1.35×
15California~5M1.32×
16Kansas~400K1.28×
17Arizona~900K1.27×
18Oregon~500K1.24×
19North Carolina~1.5M1.23×
20Georgia~1.5M1.19×
21Connecticut~400K1.15×
22Pennsylvania~1.5M1.11×
23Missouri~600K1.05×
24Rhode Island~100K1.05×
25Indiana~700K1.02×
26Delaware~100K1.01×
27South Carolina~500K0.98×
28New Hampshire~100K0.93×
29Tennessee~700K0.90×
30Utah~300K0.85×
31Nebraska~200K0.84×
32Michigan~800K0.82×
33Idaho~100K0.77×
34Kentucky~300K0.76×
35Montana~70K0.72×
36Wisconsin~400K0.67×
37Maine~80K0.65×
38New Mexico~100K0.62×
39Vermont~40K0.60×
40Oklahoma~200K0.59×
41Alabama~300K0.55×
42Arkansas~200K0.55×
43West Virginia~90K0.53×
44Iowa~100K0.48×
45Louisiana~200K0.46×
46North Dakota~30K0.43×
47Mississippi~100K0.37×
48Alaska~20K0.31×
49South Dakota~20K0.27×
50Hawaii~20K0.13×
Fig. 06

Affinity by region

Affinity by region — Chipotle Mexican Grill, United States
0.13×1.00×2.02×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Chipotle Mexican Grill audience
#·InterestCategoryAffinity×
01Torchy's TacosFood & Beverages11.55×
02Five GuysFood & Beverages6.81×
03Shake ShackFood & Beverages6.65×
04Del TacoFood & Beverages6.11×
05Hardee'sFood & Beverages5.48×
06Jersey Mike's SubsFood & Beverages5.21×
07Jack in the BoxFood & Beverages5.12×
08Jimmy John'sFood & Beverages4.61×
09Panera BreadFood & Beverages4.58×
10Taco BellFood & Beverages4.28×
11Panda ExpressFood & Beverages3.92×
12Arby'sFood & Beverages3.85×
13Buffalo Wild WingsFood & Beverages3.64×
14Popeyes Louisiana KitchenFood & Beverages3.63×
15Wendy'sFood & Beverages3.05×
16Culver'sFood & Beverages2.99×
17WingstopFood & Beverages2.96×
18Chick-fil-AFood & Beverages2.88×
19SubwayFood & Beverages2.83×
20Burger KingFood & Beverages2.38×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Chipotle Mexican Grill 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 Mexican Grill audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.24×
Urban LifestyleOPEN1.16×
Healthy LifestyleBALANCE1.14×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Chipotle Mexican Grill audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.93×
IndividualismJOY0.98×
Sports ActivityPOWER0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Chipotle Mexican Grill's target market in United States?

Chipotle Mexican Grill's target market in United States covers an estimated 38,900,019 people, concentrated in California and Texas.

02

What is the gender split and age of Chipotle Mexican Grill customers?

56.1% of the Chipotle Mexican Grill audience are female, 43.9% are male, with an average age of 37.9 years.

03

Which brands do Chipotle Mexican Grill fans like most?

Chipotle Mexican Grill fans show strongest brand affinity for Taco Bell (4.28×), Five Guys (6.81×), and Panera Bread (4.58×) over the country average.

04

Where do Chipotle Mexican Grill fans live in United States?

Chipotle Mexican Grill fans in United States are most concentrated in California (reach ~5M), Texas (reach ~4.5M), and Florida (reach ~4M). These three regions account for the largest share of the active audience.

05

What other brands do Chipotle Mexican Grill fans also like?

Beyond Chipotle Mexican Grill itself, the audience over-indexes on Five Guys (6.81×), Panera Bread (4.58×), Panda Express (3.92×), and Jack in the Box (5.12×) 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 Mexican Grill. 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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