Rascasse Audience Intelligence

Five Guys Target Market in United States

A data profile of the people who buy, follow and care about Five Guys in United States — modelled from more than twelve digital signal sources. Five Guys has an estimated audience of 20,214,460 people in United States.

#13among Fast food restaurants in United States#164among Brand in United States#139in Food & Beverages

The average Five Guys fan in United States is 37.0 years old, balanced, and lives primarily in Florida.

The audience is concentrated in Florida, New York, California.

Top brand affinities include Jack in the Box, Shake Shack, Culver's, with strongest over-indexing on Jack in the Box (9.93× the country average).

Demographically, the Five Guys audience skews balanced with an average age of 37.0, 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 Five Guys fan in United States is balanced, around 37.0 years old, with strong Indulgence tendencies and a notable affinity for Jack in the Box.

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 Five Guys profile in United States.

Audience size
20.2M
in United States
Gender
49.5%♀
50.5% male
Age
37.0
average years
Country rank
#1626
Brand in United States
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Five Guys

49.5% are female, 50.5% are male, average age 37.0.

Fig. 02

Gender split

49.5%
Female
50.5%
Male
Demographic split for Five Guys audience in United States
MetricValue
Female49.5%
Male50.5%
Average age37.0
Estimated audience size20,214,460
Fig. 03

Age distribution

Ø 37.0
average years
Age distribution of the Five Guys audience in United States
Age bracketShare%
16-1926%
20-2920%
30-3918%
40-4917%
50+18%
Fig. 04

Worldwide distribution

59.7%

of the worldwide Five Guys audience comes from United States.

Worldwide audience distribution share by country for Five Guys
CountryShare
United States59.7%
Canada6.6%
United Kingdom6.0%
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 Five Guys audience in United States is strongest.

Fig. 05

Top regions by affinity

Five Guys customers by region in United States
#RegionReachAffinity×
01New Hampshire~100K1.95×
02Maryland~600K1.80×
03Washington, District of Columbia~100K1.77×
04Virginia~800K1.64×
05Massachusetts~600K1.55×
06Florida~2M1.52×
07Rhode Island~90K1.45×
08Delaware~80K1.43×
09New York~1.5M1.32×
10South Carolina~400K1.32×
11Connecticut~300K1.31×
12Maine~90K1.29×
13Georgia~700K1.20×
14New Jersey~600K1.19×
15Ohio~700K1.12×
16Pennsylvania~700K1.11×
17Indiana~400K1.11×
18North Carolina~600K1.09×
19Alabama~300K1.09×
20Montana~60K1.08×
21Tennessee~400K1.06×
22Utah~200K1.00×
23Michigan~500K0.99×
24Washington~400K0.98×
25Colorado~300K0.98×
26Louisiana~200K0.96×
27Kansas~100K0.96×
28Vermont~30K0.96×
29Nevada~200K0.94×
30Oregon~200K0.93×
31Idaho~90K0.93×
32Missouri~300K0.92×
33Minnesota~300K0.92×
34North Dakota~30K0.87×
35Kentucky~200K0.84×
36Arizona~300K0.79×
37Illinois~500K0.75×
38Mississippi~100K0.74×
39West Virginia~60K0.71×
40Texas~1M0.70×
41Arkansas~100K0.67×
42South Dakota~30K0.67×
43California~1.5M0.65×
44New Mexico~60K0.62×
45Hawaii~50K0.57×
46Wisconsin~200K0.56×
47Nebraska~50K0.56×
48Oklahoma~100K0.52×
49Wyoming~10K0.50×
50Iowa~70K0.46×
Fig. 06

Affinity by region

Affinity by region — Five Guys, United States
0.46×1.00×1.95×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Five Guys audience
#·InterestCategoryAffinity×
01Captain D'sFood & Beverages14.50×
02Shake ShackFood & Beverages13.86×
03Hardee'sFood & Beverages10.34×
04Jack in the BoxFood & Beverages9.93×
05Culver'sFood & Beverages8.00×
06Arby'sFood & Beverages7.91×
07Jersey Mike's SubsFood & Beverages7.44×
08Chipotle Mexican GrillFood & Beverages6.77×
09Jimmy John'sFood & Beverages6.62×
10Popeyes Louisiana KitchenFood & Beverages5.91×
11Panera BreadFood & Beverages5.78×
12Wendy'sFood & Beverages5.34×
13Dairy QueenFood & Beverages5.04×
14SubwayFood & Beverages4.64×
15Taco BellFood & Beverages4.40×
16KFCFood & Beverages4.19×
17Chick-fil-AFood & Beverages4.13×
18Panda ExpressFood & Beverages4.02×
19Burger KingFood & Beverages3.85×
20WingstopFood & Beverages3.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Five Guys 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 Five Guys audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.19×
Urban LifestyleOPEN1.16×
Convenience OrientationPREMIUM1.16×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Five Guys audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.88×
Luxury OrientationPREMIUM0.90×
MindfulnessBALANCE0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Five Guys's target market in United States?

Five Guys's target market in United States covers an estimated 20,214,460 people, concentrated in Florida and New York.

02

What is the gender split and age of Five Guys customers?

49.5% of the Five Guys audience are female, 50.5% are male, with an average age of 37.0 years.

03

Which brands do Five Guys fans like most?

Five Guys fans show strongest brand affinity for Jack in the Box (9.93×), Shake Shack (13.86×), and Culver's (8×) over the country average.

04

Where do Five Guys fans live in United States?

Five Guys fans in United States are most concentrated in Florida (reach ~2M), New York (reach ~1.5M), and California (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Five Guys fans also like?

Beyond Five Guys itself, the audience over-indexes on Shake Shack (13.86×), Culver's (8×), Chipotle Mexican Grill (6.77×), and Wendy's (5.34×) 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

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See Five Guys audiences in other countries

How to read this data

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