Morton's The Steakhouse Audience in United States

Morton's The Steakhouse logo

Morton's The Steakhouse has an estimated audience of 1,966,661 people in United States. 51.3% are female, 48.7% are male, average age 40.5. Top regions: California, Illinois, Florida. Top brand affinities: Fleming's Prime Steakhouse & Wine Bar, Saltgrass Steak House, LongHorn Steakhouse, The Capital Grille, Grain whisky.

The average Morton's The Steakhouse fan in United States is 40.5 years old, balanced, and lives primarily in California. The audience is concentrated in California, Illinois, Florida. Top brand affinities include Fleming's Prime Steakhouse & Wine Bar, Saltgrass Steak House, LongHorn Steakhouse, with strongest over-indexing on Fleming's Prime Steakhouse & Wine Bar (30.9× the country average). Demographically, the Morton's The Steakhouse audience skews balanced with an average age of 40.5, and over-indexes on personality traits such as Indulgence, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Food & Beverages · Type: Brand

Demographics of Morton's The Steakhouse fans

Demographic split for Morton's The Steakhouse audience in United States
MetricValue
Female51.3%
Male48.7%
Average age40.5
Estimated audience size1,966,661

Audience persona

The typical Morton's The Steakhouse fan in United States is balanced, around 40.5 years old, with strong Indulgence tendencies and a notable affinity for Fleming's Prime Steakhouse & Wine Bar.

Top regions in United States

Top regions ranked by reach for Morton's The Steakhouse in United States
RegionReachAffinity
California501,6372.32×
Illinois272,8844.17×
Florida248,4391.87×
New York225,3432.05×
Texas178,8801.06×
Pennsylvania87,2821.32×
Virginia69,3481.45×
New Jersey66,5101.33×
Maryland62,6501.85×
Georgia62,2801.03×
Arizona56,9611.42×
Massachusetts54,5511.41×
Ohio52,1890.86×
Oregon51,9102.3×
Hawaii46,5115.5×
Mississippi44,5962.75×
Tennessee43,9321.11×
Michigan38,4820.75×
Nevada37,2361.96×
North Carolina34,9090.59×
Washington30,7810.78×
Kentucky30,3171.23×
Washington, District of Columbia26,6574.51×
Missouri23,8320.75×
Indiana15,3700.43×
Minnesota10,7340.38×
Louisiana9,9470.39×
Oklahoma8,7540.4×
South Carolina7,6200.26×
Wisconsin6,9240.23×
Alabama6,8080.25×
Colorado6,7220.22×
Connecticut6,3860.32×
Kansas4,1140.27×
Iowa3,3560.21×
Utah3,1540.18×
Arkansas3,0230.19×
Delaware2,6810.49×
Nebraska2,5600.26×
New Hampshire1,8280.24×
Idaho1,7290.18×
West Virginia1,6730.18×
New Mexico1,5910.16×
Rhode Island1,4100.23×
Maine1,1640.17×
Wyoming8380.29×
North Dakota8360.21×
South Dakota7490.16×
Montana5850.11×
Vermont5190.15×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Morton's The Steakhouse audience
BrandAffinityCategory
Fleming's Prime Steakhouse & Wine Bar30.9×Food & Beverages
Saltgrass Steak House30.79×Food & Beverages
LongHorn Steakhouse10.49×Food & Beverages
The Capital Grille28.09×Food & Beverages
Grain whisky59.63×Food & Beverages
Texas Roadhouse5.45×Food & Beverages
Black Angus Steakhouse38.75×Food & Beverages
The Keg64.57×Food & Beverages
Murphy’s Law23.29×Music & Radio
Logan's Roadhouse17.99×Food & Beverages
StanceWorks163.98×Cars & Mobility
Benihana11.58×Food & Beverages
Fuddruckers20.47×Food & Beverages
Outback Steakhouse5.65×Food & Beverages
L&L Hawaiian Barbecue16.88×Food & Beverages
Fogo de Chão8.31×Food & Beverages
McCormick & Schmick's42.57×Food & Beverages
Panda Express2.85×Food & Beverages
Lone Star Steakhouse & Saloon48.66×Food & Beverages
Johnny Rockets16.51×Food & Beverages

Psychographic profile

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

Top personality traits over-indexed by Morton's The Steakhouse audience
TraitClusterScore
IndulgenceJOY2.45
Design AffinityPREMIUM1.84
Family OrientationCONSERVATISM1.74
Quality AwarenessPREMIUM1.68
Luxury OrientationPREMIUM1.6
Urban LifestyleOPEN1.59

Worldwide distribution

Worldwide audience distribution share by country for Morton's The Steakhouse
CountryShare
United States52.5%
China11.0%
Taiwan4.8%

See Morton's The Steakhouse audiences in other countries

More Food & Beverages audiences in United States

Frequently asked questions

How many fans does Morton's The Steakhouse have in United States?

Morton's The Steakhouse has an estimated audience of 1,966,661 people in United States, concentrated in California and Illinois.

What is the gender split and age of Morton's The Steakhouse fans?

51.3% of Morton's The Steakhouse fans are female, 48.7% are male, with an average age of 40.5 years.

Which brands do Morton's The Steakhouse fans like most?

Morton's The Steakhouse fans show strongest brand affinity for Fleming's Prime Steakhouse & Wine Bar (30.9×), Saltgrass Steak House (30.79×), and LongHorn Steakhouse (10.49×) over the country average.

Where do Morton's The Steakhouse fans live in United States?

Morton's The Steakhouse fans in United States are most concentrated in California (reach 501,637), Illinois (reach 272,884), and Florida (reach 248,439). These three regions account for the largest share of the active audience.

What other brands do Morton's The Steakhouse fans also like?

Beyond Morton's The Steakhouse itself, the audience over-indexes on Saltgrass Steak House (30.79×), LongHorn Steakhouse (10.49×), The Capital Grille (28.09×), and Grain whisky (59.63×) 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 Morton's The Steakhouse. 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.