Rascasse Audience Intelligence

Friendly's Target Market in United States

A data profile of the people who buy, follow and care about Friendly's in United States — modelled from more than twelve digital signal sources. Friendly's has an estimated audience of 1,995,291 people in United States.

#1451among Brand in United States#864in Food & Beverages

The average Friendly's fan in United States is 40.1 years old, more female, and lives primarily in Massachusetts.

The audience is concentrated in Massachusetts, New York, Pennsylvania.

Top brand affinities include Indiana Hoosiers football, Vax (vacuum), WellCare, with strongest over-indexing on Indiana Hoosiers football (14.39× the country average).

Demographically, the Friendly's audience skews more female with an average age of 40.1, and over-indexes on personality traits such as Quality Awareness, Convenience Orientation.

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

The typical Friendly's fan in United States is more female, around 40.1 years old, with strong Quality Awareness tendencies and a notable affinity for Indiana Hoosiers football.

Category: Food & Beverages · Type: Brand

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 Friendly's profile in United States.

Audience size
2M
in United States
Gender
57.2%♀
42.8% male
Age
40.1
average years
Country rank
#14265
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 Friendly's

57.2% are female, 42.8% are male, average age 40.1.

Fig. 02

Gender split

57.2%
Female
42.8%
Male
Demographic split for Friendly's audience in United States
MetricValue
Female57.2%
Male42.8%
Average age40.1
Estimated audience size1,995,291
Fig. 03

Age distribution

Ø 40.1
average years
Age distribution of the Friendly's audience in United States
Age bracketShare%
16-1917%
20-2920%
30-3921%
40-4921%
50+22%
Fig. 04

Worldwide distribution

50.2%

of the worldwide Friendly's audience comes from United States.

Worldwide audience distribution share by country for Friendly's
CountryShare
United States50.2%
Indonesia6.0%
Japan3.1%
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 Friendly's audience in United States is strongest.

Fig. 05

Top regions by affinity

Friendly's customers by region in United States
#RegionReachAffinity×
01Connecticut~100K6.64×
02Massachusetts~300K6.48×
03Delaware~30K4.47×
04New Hampshire~30K3.85×
05New Jersey~200K3.20×
06Pennsylvania~200K2.96×
07Rhode Island~20K2.68×
08Maine~20K2.36×
09New York~300K2.22×
10Maryland~70K2.11×
11South Carolina~60K2.06×
12Vermont~3K0.90×
13Florida~100K0.75×
14Washington, District of Columbia~4K0.60×
15West Virginia~6K0.59×
16Alaska~2K0.55×
17North Dakota~2K0.52×
18Virginia~30K0.51×
19Montana~3K0.48×
20South Dakota~2K0.48×
21North Carolina~30K0.45×
22Ohio~30K0.42×
23Hawaii~3K0.38×
24Mississippi~6K0.37×
25Idaho~4K0.37×
26Georgia~20K0.35×
27Kentucky~9K0.35×
28Arkansas~6K0.35×
29New Mexico~4K0.35×
30Nebraska~4K0.35×
31Missouri~10K0.33×
32Oklahoma~8K0.33×
33Kansas~5K0.33×
34Tennessee~10K0.32×
35Indiana~10K0.32×
36Alabama~9K0.32×
37Louisiana~8K0.31×
38Iowa~5K0.31×
39Oregon~7K0.29×
40Nevada~6K0.29×
41Utah~5K0.28×
42Michigan~10K0.27×
43Wisconsin~8K0.27×
44Colorado~8K0.26×
45Minnesota~8K0.26×
46Illinois~20K0.25×
47Arizona~10K0.25×
48Texas~40K0.24×
49Washington~9K0.22×
50California~50K0.21×
Fig. 06

Affinity by region

Affinity by region — Friendly's, United States
0.21×1.00×6.64×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Friendly's audience
#·InterestCategoryAffinity×
01Swiss ChaletHome & Garden128.07×
02Santa Isabel (supermarkets)Shopping115.91×
03Vax (vacuum)Home & Garden99.44×
04Save-On-FoodsFood & Beverages92.32×
05Mall PlazaShopping55.33×
06NECTechnology & Electronics42.97×
07Shoney'sFood & Beverages42.56×
08WellCareHealth39.52×
09The HartfordBusiness & Career21.83×
10Home2 Suites by HiltonTravel & Leisure19.81×
11Indiana Hoosiers footballSports14.39×
12Golden CorralFood & Beverages12.09×
13Tropical Smoothie CafeFood & Beverages11.56×
14Cold Stone CreameryFood & Beverages10.99×
15Denny'sFood & Beverages10.84×
16FlightAwareTravel & Leisure10.50×
17Waffle HouseFood & Beverages6.62×
18Culver'sFood & Beverages5.47×
19Dollar GeneralShopping4.40×
20Best BuyShopping3.72×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Friendly's 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 Friendly's audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.73×
Convenience OrientationPREMIUM1.44×
Community OrientationOPEN1.35×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Friendly's audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.91×
Sports ActivityPOWER0.97×
Design AffinityPREMIUM1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Friendly's's target market in United States?

Friendly's's target market in United States covers an estimated 1,995,291 people, concentrated in Massachusetts and New York.

02

What is the gender split and age of Friendly's customers?

57.2% of the Friendly's audience are female, 42.8% are male, with an average age of 40.1 years.

03

Which brands do Friendly's fans like most?

Friendly's fans show strongest brand affinity for Indiana Hoosiers football (14.39×), Vax (vacuum) (99.44×), and WellCare (39.52×) over the country average.

04

Where do Friendly's fans live in United States?

Friendly's fans in United States are most concentrated in Massachusetts (reach ~300K), New York (reach ~300K), and Pennsylvania (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Friendly's fans also like?

Beyond Friendly's itself, the audience over-indexes on Vax (vacuum) (99.44×), WellCare (39.52×), Denny's (10.84×), and Swiss Chalet (128.07×) compared to the United States average.

Appendix

Explore more audiences

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

More Food & Beverages audiences in United States

See Friendly's audiences in other countries

How to read this data

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