Rascasse Audience Intelligence

In-N-Out Burger Target Market in United States

A data profile of the people who buy, follow and care about In-N-Out Burger in United States — modelled from more than twelve digital signal sources. In-N-Out Burger has an estimated audience of 45,347,355 people in United States.

#8among Fast food restaurants in United States#50among Brand in United States#46in Food & Beverages

The average In-N-Out Burger fan in United States is 37.6 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Arizona.

Top brand affinities include Chick-fil-A, Popeyes Louisiana Kitchen, McDonald's, with strongest over-indexing on Chick-fil-A (2.09× the country average).

Demographically, the In-N-Out Burger audience skews more female with an average age of 37.6, and over-indexes on personality traits such as Indulgence, Convenience Orientation.

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

The typical In-N-Out Burger fan in United States is more female, around 37.6 years old, with strong Indulgence tendencies and a notable affinity for Chick-fil-A.

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 In-N-Out Burger profile in United States.

Audience size
45.3M
in United States
Gender
56.1%♀
43.9% male
Age
37.6
average years
Country rank
#479
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 In-N-Out Burger

56.1% are female, 43.9% are male, average age 37.6.

Fig. 02

Gender split

56.1%
Female
43.9%
Male
Demographic split for In-N-Out Burger audience in United States
MetricValue
Female56.1%
Male43.9%
Average age37.6
Estimated audience size45,347,355
Fig. 03

Age distribution

Ø 37.6
average years
Age distribution of the In-N-Out Burger audience in United States
Age bracketShare%
16-1924%
20-2920%
30-3919%
40-4919%
50+18%
Fig. 04

Worldwide distribution

95.1%

of the worldwide In-N-Out Burger audience comes from United States.

Worldwide audience distribution share by country for In-N-Out Burger
CountryShare
United States95.1%
Canada3.0%
Japan0.4%
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 In-N-Out Burger audience in United States is strongest.

Fig. 05

Top regions by affinity

In-N-Out Burger customers by region in United States
#RegionReachAffinity×
01Nevada~2.5M10.57×
02California~28M9.01×
03Arizona~5M6.01×
04Utah~2M5.19×
05Colorado~2.5M3.63×
06Texas~10M2.83×
07Oregon~1.5M2.58×
08Idaho~500K2.16×
09Tennessee~1.5M1.96×
10Washington~1M1.16×
11New Mexico~100K0.45×
12Wyoming~30K0.44×
13Hawaii~60K0.34×
14Oklahoma~100K0.27×
15Vermont~20K0.26×
16Alaska~20K0.23×
17Montana~30K0.22×
18Georgia~300K0.20×
19Kansas~70K0.20×
20South Dakota~20K0.20×
21Kentucky~100K0.19×
22Arkansas~70K0.19×
23Nebraska~40K0.19×
24Alabama~100K0.17×
25Rhode Island~20K0.17×
26Washington, District of Columbia~20K0.17×
27Delaware~20K0.17×
28Illinois~200K0.16×
29Missouri~100K0.16×
30Louisiana~90K0.16×
31West Virginia~30K0.16×
32Maine~30K0.16×
33Mississippi~50K0.15×
34New Hampshire~30K0.15×
35Florida~400K0.14×
36Indiana~100K0.14×
37New York~300K0.13×
38Virginia~100K0.13×
39South Carolina~80K0.13×
40Minnesota~80K0.13×
41Iowa~50K0.13×
42North Carolina~200K0.12×
43New Jersey~100K0.12×
44Ohio~100K0.11×
45Michigan~100K0.11×
46Massachusetts~90K0.11×
47Maryland~80K0.11×
48Wisconsin~70K0.11×
49Connecticut~50K0.11×
50Pennsylvania~100K0.10×
Fig. 06

Affinity by region

Affinity by region — In-N-Out Burger, United States
0.10×1.00×10.57×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the In-N-Out Burger audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for In-N-Out Burger audience
#·InterestCategoryAffinity×
01Carl's Jr.Food & Beverages3.48×
02Jack in the BoxFood & Beverages2.69×
03Culver'sFood & Beverages2.52×
04Waffle HouseFood & Beverages2.44×
05WhataburgerFood & Beverages2.43×
06Popeyes Louisiana KitchenFood & Beverages2.34×
07Raising Cane's Chicken FingersFood & Beverages2.19×
08Chick-fil-AFood & Beverages2.09×
09Arby'sFood & Beverages2.08×
10KFCFood & Beverages1.90×
11Wendy'sFood & Beverages1.89×
12WingstopFood & Beverages1.89×
13Taco BellFood & Beverages1.84×
14Panera BreadFood & Beverages1.84×
15McDonald'sFood & Beverages1.77×
16SubwayFood & Beverages1.65×
17Burger KingFood & Beverages1.61×
18Pizza HutFood & Beverages1.60×
19Texas RoadhouseFood & Beverages1.58×
20Domino's PizzaFood & Beverages1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the In-N-Out Burger 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 In-N-Out Burger audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.29×
Convenience OrientationPREMIUM1.16×
Urban LifestyleOPEN1.11×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by In-N-Out Burger audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.82×
Risk AppetiteTHRILL0.84×
SpiritualityBALANCE0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is In-N-Out Burger's target market in United States?

In-N-Out Burger's target market in United States covers an estimated 45,347,355 people, concentrated in California and Texas.

02

What is the gender split and age of In-N-Out Burger customers?

56.1% of the In-N-Out Burger audience are female, 43.9% are male, with an average age of 37.6 years.

03

Which brands do In-N-Out Burger fans like most?

In-N-Out Burger fans show strongest brand affinity for Chick-fil-A (2.09×), Popeyes Louisiana Kitchen (2.34×), and McDonald's (1.77×) over the country average.

04

Where do In-N-Out Burger fans live in United States?

In-N-Out Burger fans in United States are most concentrated in California (reach ~28M), Texas (reach ~10M), and Arizona (reach ~5M). These three regions account for the largest share of the active audience.

05

What other brands do In-N-Out Burger fans also like?

Beyond In-N-Out Burger itself, the audience over-indexes on Popeyes Louisiana Kitchen (2.34×), McDonald's (1.77×), Wendy's (1.89×), and Taco Bell (1.84×) 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 In-N-Out Burger audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for In-N-Out Burger. 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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