Rascasse Audience Intelligence

Waffle House Target Market in United States

A data profile of the people who buy, follow and care about Waffle House in United States — modelled from more than twelve digital signal sources. Waffle House has an estimated audience of 20,692,779 people in United States.

#17among Restaurants in United States#160among Brand in United States#136in Food & Beverages

The average Waffle House fan in United States is 40.6 years old, more female, and lives primarily in Georgia.

The audience is concentrated in Georgia, Florida, Texas.

Top brand affinities include Denny's, Bob Evans, IHOP, with strongest over-indexing on Denny's (10.89× the country average).

Demographically, the Waffle House audience skews more female with an average age of 40.6, and over-indexes on personality traits such as Pet Ownership, Urban Lifestyle.

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

The typical Waffle House fan in United States is more female, around 40.6 years old, with strong Pet Ownership 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 Waffle House profile in United States.

Audience size
20.7M
in United States
Gender
60.2%♀
39.8% male
Age
40.6
average years
Country rank
#1578
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 Waffle House

60.2% are female, 39.8% are male, average age 40.6.

Fig. 02

Gender split

60.2%
Female
39.8%
Male
Demographic split for Waffle House audience in United States
MetricValue
Female60.2%
Male39.8%
Average age40.6
Estimated audience size20,692,779
Fig. 03

Age distribution

Ø 40.6
average years
Age distribution of the Waffle House audience in United States
Age bracketShare%
16-1919%
20-2917%
30-3918%
40-4921%
50+25%
Fig. 04

Worldwide distribution

92.8%

of the worldwide Waffle House audience comes from United States.

Worldwide audience distribution share by country for Waffle House
CountryShare
United States92.8%
Japan1.2%
United Kingdom0.5%
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 Waffle House audience in United States is strongest.

Fig. 05

Top regions by affinity

Waffle House customers by region in United States
#RegionReachAffinity×
01Georgia~3M5.02×
02South Carolina~1.5M4.13×
03Mississippi~700K4.10×
04Alabama~1M3.97×
05Louisiana~1M3.67×
06Tennessee~1.5M3.16×
07North Carolina~1.5M2.75×
08Arkansas~400K2.44×
09Kentucky~600K2.18×
10Florida~2.5M1.93×
11Virginia~800K1.58×
12Ohio~900K1.49×
13Missouri~500K1.48×
14Texas~2M1.26×
15Oklahoma~300K1.26×
16Delaware~50K0.97×
17Indiana~300K0.89×
18Arizona~300K0.79×
19West Virginia~70K0.79×
20Maryland~300K0.74×
21Colorado~200K0.69×
22Kansas~100K0.64×
23Pennsylvania~300K0.47×
24New Mexico~50K0.45×
25Washington, District of Columbia~30K0.44×
26Illinois~200K0.28×
27Michigan~100K0.23×
28New Jersey~100K0.22×
29Iowa~40K0.22×
30Nevada~40K0.21×
31Nebraska~20K0.21×
32Vermont~7K0.19×
33South Dakota~8K0.18×
34Alaska~8K0.18×
35North Dakota~8K0.18×
36Wisconsin~50K0.17×
37Connecticut~30K0.17×
38Utah~30K0.17×
39New York~200K0.16×
40Washington~70K0.16×
41Minnesota~50K0.16×
42Rhode Island~10K0.16×
43Montana~9K0.16×
44California~300K0.15×
45Oregon~40K0.15×
46Idaho~10K0.15×
47New Hampshire~10K0.15×
48Maine~10K0.15×
49Massachusetts~50K0.13×
50Hawaii~10K0.13×
Fig. 06

Affinity by region

Affinity by region — Waffle House, United States
0.13×1.00×5.02×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Waffle House audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Waffle House audience
#·InterestCategoryAffinity×
01Sushi HouseFood & Beverages33.89×
02Tate's Bake ShopShopping29.08×
03Chef (film)Movies & TV23.38×
04LukoilCars & Mobility22.24×
05Frosted FlakesFood & Beverages21.58×
06White breadFood & Beverages20.82×
07Organic wineFood & Beverages19.90×
08Tonic waterFood & Beverages19.78×
09ScallopFood & Beverages19.76×
10KimchiFood & Beverages17.55×
11Bob EvansFood & Beverages16.10×
12French toastFood & Beverages15.71×
13Biscoff CookiesFood & Beverages15.41×
14Denny'sFood & Beverages10.89×
15Cook Out (restaurant)Food & Beverages7.38×
16IHOPFood & Beverages6.12×
17Cracker Barrel Old Country StoreFood & Beverages4.47×
18Panera BreadFood & Beverages2.88×
19Culver'sFood & Beverages2.84×
20Olive GardenFood & Beverages2.77×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Waffle House 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 Waffle House audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.07×
Urban LifestyleOPEN1.05×
Early Adopter MentalityPOWER1.04×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Waffle House audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.74×
SpiritualityBALANCE0.80×
PatriotismCONSERVATISM0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Waffle House's target market in United States?

Waffle House's target market in United States covers an estimated 20,692,779 people, concentrated in Georgia and Florida.

02

What is the gender split and age of Waffle House customers?

60.2% of the Waffle House audience are female, 39.8% are male, with an average age of 40.6 years.

03

Which brands do Waffle House fans like most?

Waffle House fans show strongest brand affinity for Denny's (10.89×), Bob Evans (16.1×), and IHOP (6.12×) over the country average.

04

Where do Waffle House fans live in United States?

Waffle House fans in United States are most concentrated in Georgia (reach ~3M), Florida (reach ~2.5M), and Texas (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Waffle House fans also like?

Beyond Waffle House itself, the audience over-indexes on Bob Evans (16.1×), IHOP (6.12×), Chef (film) (23.38×), and Sushi House (33.89×) compared to the United States average.

Appendix

Explore more audiences

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

More Restaurants audiences in United States

See Waffle House audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Waffle House. 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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