Rascasse Audience Intelligence

Morton's The Steakhouse Target Market in United States

A data profile of the people who buy, follow and care about Morton's The Steakhouse in United States — modelled from more than twelve digital signal sources. Morton's The Steakhouse has an estimated audience of 1,976,667 people in United States.

#1473among Brand in United States#876in Food & Beverages

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, Healthy Lifestyle.

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

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.

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 Morton's The Steakhouse profile in United States.

Audience size
2M
in United States
Gender
51.3%♀
48.7% male
Age
40.5
average years
Country rank
#14378
Brand in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Morton's The Steakhouse

51.3% are female, 48.7% are male, average age 40.5.

Fig. 02

Gender split

51.3%
Female
48.7%
Male
Demographic split for Morton's The Steakhouse audience in United States
MetricValue
Female51.3%
Male48.7%
Average age40.5
Estimated audience size1,976,667
Fig. 03

Age distribution

Ø 40.5
average years
Age distribution of the Morton's The Steakhouse audience in United States
Age bracketShare%
16-1914%
20-2923%
30-3919%
40-4920%
50+24%
Fig. 04

Worldwide distribution

52.5%

of the worldwide Morton's The Steakhouse audience comes from United States.

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

Fig. 05

Top regions by affinity

Morton's The Steakhouse customers by region in United States
#RegionReachAffinity×
01Hawaii~50K5.68×
02Washington, District of Columbia~30K4.53×
03Illinois~300K4.06×
04Mississippi~40K2.70×
05Oregon~50K2.42×
06California~500K2.23×
07Nevada~40K2.05×
08New York~200K1.93×
09Florida~200K1.85×
10Maryland~60K1.68×
11Virginia~70K1.39×
12Arizona~50K1.37×
13Pennsylvania~90K1.36×
14Massachusetts~50K1.27×
15New Jersey~60K1.25×
16Kentucky~30K1.22×
17Tennessee~50K1.15×
18Georgia~60K1.02×
19Texas~200K1.01×
20Ohio~50K0.86×
21Missouri~30K0.83×
22Michigan~40K0.76×
23Washington~30K0.76×
24Alaska~3K0.71×
25Vermont~2K0.64×
26Delaware~3K0.62×
27Montana~3K0.61×
28South Dakota~3K0.60×
29North Dakota~2K0.60×
30North Carolina~30K0.59×
31Rhode Island~3K0.50×
32Maine~3K0.49×
33West Virginia~4K0.48×
34New Hampshire~4K0.47×
35Oklahoma~10K0.46×
36Indiana~20K0.45×
37Idaho~4K0.45×
38Louisiana~10K0.44×
39New Mexico~4K0.43×
40Nebraska~4K0.43×
41Kansas~6K0.42×
42Minnesota~10K0.41×
43Connecticut~8K0.39×
44Arkansas~6K0.39×
45Iowa~6K0.36×
46South Carolina~10K0.33×
47Alabama~9K0.33×
48Utah~6K0.33×
49Wisconsin~9K0.30×
50Colorado~9K0.29×
Fig. 06

Affinity by region

Affinity by region — Morton's The Steakhouse, United States
0.29×1.00×5.68×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Morton's The Steakhouse audience
#·InterestCategoryAffinity×
01StanceWorksCars & Mobility163.98×
02The KegFood & Beverages64.57×
03Grain whiskyFood & Beverages59.63×
04Lone Star Steakhouse & SaloonFood & Beverages48.66×
05McCormick & Schmick'sFood & Beverages42.57×
06Black Angus SteakhouseFood & Beverages38.75×
07Fleming's Prime Steakhouse & Wine BarFood & Beverages30.90×
08Saltgrass Steak HouseFood & Beverages30.79×
09The Capital GrilleFood & Beverages28.09×
10Murphy’s LawMusic & Radio23.29×
11Ruth's Chris Steak HouseFood & Beverages22.98×
12FuddruckersFood & Beverages20.47×
13Famous Dave'sFood & Beverages20.13×
14Logan's RoadhouseFood & Beverages17.99×
15L&L Hawaiian BarbecueFood & Beverages16.88×
16BenihanaFood & Beverages11.58×
17LongHorn SteakhouseFood & Beverages10.49×
18Outback SteakhouseFood & Beverages5.65×
19Texas RoadhouseFood & Beverages5.45×
20Panda ExpressFood & Beverages2.85×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Morton's The Steakhouse 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 Morton's The Steakhouse audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.61×
Healthy LifestyleBALANCE1.49×
Urban LifestyleOPEN1.32×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Morton's The Steakhouse audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.88×
Early Adopter MentalityPOWER0.89×
PatriotismCONSERVATISM0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Morton's The Steakhouse's target market in United States?

Morton's The Steakhouse's target market in United States covers an estimated 1,976,667 people, concentrated in California and Illinois.

02

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

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

03

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.

04

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 ~500K), Illinois (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

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×), Ruth's Chris Steak House (22.98×), and The Capital Grille (28.09×) 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 Morton's The Steakhouse audiences in other countries

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.

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →