Rascasse Audience Intelligence

Steak 'n Shake Target Market in United States

A data profile of the people who buy, follow and care about Steak 'n Shake in United States — modelled from more than twelve digital signal sources. Steak 'n Shake has an estimated audience of 4,970,721 people in United States.

#46among Restaurants in United States#693among Brand in United States#460in Food & Beverages

The average Steak 'n Shake fan in United States is 37.7 years old, balanced, and lives primarily in Florida.

The audience is concentrated in Florida, Illinois, Missouri.

Top brand affinities include Denny's, Dinosaur BBQ, Arby's, with strongest over-indexing on Denny's (12.15× the country average).

Demographically, the Steak 'n Shake audience skews balanced with an average age of 37.7, and over-indexes on personality traits such as Mindfulness, Early Adopter Mentality.

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

The typical Steak 'n Shake fan in United States is balanced, around 37.7 years old, with strong Mindfulness tendencies and a notable affinity for Denny's.

Category: Food & Beverages · Type: Brand · Subtype: 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 Steak 'n Shake profile in United States.

Audience size
5M
in United States
Gender
47.1%♀
52.9% male
Age
37.7
average years
Country rank
#6742
Brand in United States
Fig. 01

Search interest · 12-month trend

+17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Steak 'n Shake

47.1% are female, 52.9% are male, average age 37.7.

Fig. 02

Gender split

47.1%
Female
52.9%
Male
Demographic split for Steak 'n Shake audience in United States
MetricValue
Female47.1%
Male52.9%
Average age37.7
Estimated audience size4,970,721
Fig. 03

Age distribution

Ø 37.7
average years
Age distribution of the Steak 'n Shake audience in United States
Age bracketShare%
16-1929%
20-2917%
30-3915%
40-4916%
50+23%
Fig. 04

Worldwide distribution

90.2%

of the worldwide Steak 'n Shake audience comes from United States.

Worldwide audience distribution share by country for Steak 'n Shake
CountryShare
United States90.2%
France2.4%
Japan0.7%
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 Steak 'n Shake audience in United States is strongest.

Fig. 05

Top regions by affinity

Steak 'n Shake customers by region in United States
#RegionReachAffinity×
01Missouri~500K6.89×
02Indiana~500K5.78×
03Florida~1.5M4.33×
04Kentucky~200K3.47×
05Illinois~500K3.39×
06Ohio~500K3.26×
07Georgia~400K2.74×
08Tennessee~200K2.18×
09Nevada~80K1.71×
10Michigan~200K1.68×
11West Virginia~40K1.63×
12Iowa~60K1.60×
13Mississippi~50K1.15×
14Arkansas~40K1.04×
15Alabama~70K0.99×
16North Carolina~100K0.87×
17Oklahoma~40K0.81×
18South Carolina~50K0.74×
19Texas~300K0.72×
20Virginia~70K0.62×
21Kansas~20K0.58×
22Colorado~40K0.51×
23Alaska~5K0.47×
24Vermont~4K0.42×
25Wisconsin~30K0.37×
26Washington, District of Columbia~5K0.37×
27North Dakota~4K0.37×
28Nebraska~8K0.34×
29Montana~4K0.34×
30South Dakota~4K0.34×
31Pennsylvania~50K0.32×
32Delaware~4K0.30×
33Rhode Island~4K0.29×
34Louisiana~20K0.28×
35Maine~5K0.28×
36Maryland~20K0.27×
37Hawaii~5K0.27×
38New Hampshire~5K0.27×
39Idaho~6K0.25×
40Utah~10K0.24×
41New Mexico~6K0.24×
42California~100K0.22×
43Minnesota~20K0.22×
44Arizona~20K0.21×
45Oregon~10K0.19×
46Connecticut~9K0.19×
47Washington~20K0.17×
48New York~40K0.16×
49New Jersey~20K0.16×
50Massachusetts~10K0.15×
Fig. 06

Affinity by region

Affinity by region — Steak 'n Shake, United States
0.15×1.00×6.89×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Steak 'n Shake audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Steak 'n Shake audience
#·InterestCategoryAffinity×
01Dinosaur BBQFood & Beverages42.02×
02FatburgerFood & Beverages21.96×
03Good BurgerMovies & TV20.18×
04Sebastian StanMovies & TV16.09×
05Denny'sFood & Beverages12.15×
06James CaanMovies & TV11.93×
07Hardee'sFood & Beverages11.11×
08Shake ShackFood & Beverages7.86×
09Arby'sFood & Beverages7.81×
10Sonic Drive-InFood & Beverages7.31×
11Waffle HouseFood & Beverages6.95×
12IHOPFood & Beverages6.80×
13Dairy QueenFood & Beverages4.64×
14WhataburgerFood & Beverages4.18×
15Burger KingFood & Beverages4.07×
16KFCFood & Beverages3.97×
17Wendy'sFood & Beverages3.61×
18Popeyes Louisiana KitchenFood & Beverages3.52×
19Pizza HutFood & Beverages2.95×
20Taco BellFood & Beverages2.69×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Steak 'n Shake 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 Steak 'n Shake audience · What stands out
TraitClusterDeviationScore
MindfulnessBALANCE1.23×
Early Adopter MentalityPOWER1.11×
Urban LifestyleOPEN1.07×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Steak 'n Shake audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.63×
TraditionCONSERVATISM0.67×
ExtroversionTHRILL0.75×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Steak 'n Shake's target market in United States?

Steak 'n Shake's target market in United States covers an estimated 4,970,721 people, concentrated in Florida and Illinois.

02

What is the gender split and age of Steak 'n Shake customers?

47.1% of the Steak 'n Shake audience are female, 52.9% are male, with an average age of 37.7 years.

03

Which brands do Steak 'n Shake fans like most?

Steak 'n Shake fans show strongest brand affinity for Denny's (12.15×), Dinosaur BBQ (42.02×), and Arby's (7.81×) over the country average.

04

Where do Steak 'n Shake fans live in United States?

Steak 'n Shake fans in United States are most concentrated in Florida (reach ~1.5M), Illinois (reach ~500K), and Missouri (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Steak 'n Shake fans also like?

Beyond Steak 'n Shake itself, the audience over-indexes on Dinosaur BBQ (42.02×), Arby's (7.81×), IHOP (6.8×), and Waffle House (6.95×) compared to the United States average.

Appendix

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How to read this data

Audience size is the estimated number of people in United States who actively search for Steak 'n Shake. 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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