Rascasse Audience Intelligence

Whataburger Target Market in United States

A data profile of the people who buy, follow and care about Whataburger in United States — modelled from more than twelve digital signal sources. Whataburger has an estimated audience of 25,457,316 people in United States.

#13among Restaurants in United States#123among Brand in United States#108in Food & Beverages

The average Whataburger fan in United States is 36.5 years old, balanced, and lives primarily in Texas.

The audience is concentrated in Texas, Florida, Georgia.

Top brand affinities include Yard House, Popeyes Louisiana Kitchen, Wingstop, with strongest over-indexing on Yard House (21.7× the country average).

Demographically, the Whataburger audience skews balanced with an average age of 36.5, and over-indexes on personality traits such as Convenience Orientation, Urban Lifestyle.

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

The typical Whataburger fan in United States is balanced, around 36.5 years old, with strong Convenience Orientation tendencies and a notable affinity for Yard House.

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 Whataburger profile in United States.

Audience size
25.5M
in United States
Gender
54.2%♀
45.8% male
Age
36.5
average years
Country rank
#1203
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 Whataburger

54.2% are female, 45.8% are male, average age 36.5.

Fig. 02

Gender split

54.2%
Female
45.8%
Male
Demographic split for Whataburger audience in United States
MetricValue
Female54.2%
Male45.8%
Average age36.5
Estimated audience size25,457,316
Fig. 03

Age distribution

Ø 36.5
average years
Age distribution of the Whataburger audience in United States
Age bracketShare%
16-1928%
20-2920%
30-3918%
40-4918%
50+16%
Fig. 04

Worldwide distribution

91.1%

of the worldwide Whataburger audience comes from United States.

Worldwide audience distribution share by country for Whataburger
CountryShare
United States91.1%
United Kingdom1.1%
Germany0.9%
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 Whataburger audience in United States is strongest.

Fig. 05

Top regions by affinity

Whataburger customers by region in United States
#RegionReachAffinity×
01Texas~18M8.78×
02Oklahoma~1.5M4.61×
03New Mexico~600K4.47×
04Alabama~1M3.06×
05Arkansas~600K2.91×
06Arizona~1.5M2.79×
07Louisiana~900K2.74×
08Tennessee~1M2.47×
09Mississippi~500K2.43×
10South Carolina~900K2.36×
11Georgia~1.5M2.14×
12North Carolina~1.5M1.95×
13Kansas~400K1.93×
14Missouri~700K1.67×
15Florida~2M1.16×
16Colorado~400K0.99×
17Nevada~200K0.69×
18Kentucky~90K0.30×
19Virginia~200K0.28×
20Nebraska~30K0.25×
21Vermont~9K0.21×
22Iowa~40K0.20×
23Alaska~10K0.20×
24North Dakota~10K0.20×
25South Dakota~10K0.19×
26Indiana~80K0.18×
27Utah~40K0.18×
28California~500K0.17×
29Illinois~100K0.17×
30Montana~10K0.17×
31West Virginia~20K0.16×
32Washington, District of Columbia~10K0.16×
33Idaho~20K0.15×
34Hawaii~20K0.15×
35Rhode Island~10K0.15×
36Delaware~10K0.15×
37Ohio~100K0.14×
38Washington~70K0.14×
39Maine~10K0.14×
40Maryland~60K0.13×
41Wisconsin~50K0.13×
42Minnesota~50K0.13×
43Oregon~40K0.13×
44New Hampshire~10K0.13×
45Michigan~80K0.12×
46New York~100K0.10×
47Pennsylvania~90K0.10×
48Connecticut~30K0.10×
49New Jersey~60K0.09×
50Massachusetts~40K0.09×
Fig. 06

Affinity by region

Affinity by region — Whataburger, United States
0.09×1.00×8.78×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Whataburger audience
#·InterestCategoryAffinity×
01Yard HouseFood & Beverages21.70×
02Taco CabanaFood & Beverages20.13×
03Porto's BakeryFood & Beverages19.53×
04Round Table PizzaFood & Beverages18.57×
05Carl's Jr.Food & Beverages18.09×
06Six Flags Over TexasTravel & Leisure16.47×
07Knott's Berry FarmTravel & Leisure15.95×
08Potbelly Sandwich WorksFood & Beverages15.26×
09Mario LopezMovies & TV14.55×
10Navy PierTravel & Leisure14.44×
11Noodles & CompanyFood & Beverages14.41×
12Cook Out (restaurant)Food & Beverages14.28×
13El Pollo LocoFood & Beverages12.19×
14Shake ShackFood & Beverages10.48×
15Popeyes Louisiana KitchenFood & Beverages9.93×
16Raising Cane's Chicken FingersFood & Beverages8.43×
17WingstopFood & Beverages8.32×
18Jack in the BoxFood & Beverages7.91×
19Credit KarmaBusiness & Career7.06×
20Culver'sFood & Beverages5.78×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Whataburger 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 Whataburger audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.48×
Urban LifestyleOPEN1.40×
IndulgenceJOY1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Whataburger audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.97×
TraditionCONSERVATISM0.99×
IndividualismJOY1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Whataburger's target market in United States?

Whataburger's target market in United States covers an estimated 25,457,316 people, concentrated in Texas and Florida.

02

What is the gender split and age of Whataburger customers?

54.2% of the Whataburger audience are female, 45.8% are male, with an average age of 36.5 years.

03

Which brands do Whataburger fans like most?

Whataburger fans show strongest brand affinity for Yard House (21.7×), Popeyes Louisiana Kitchen (9.93×), and Wingstop (8.32×) over the country average.

04

Where do Whataburger fans live in United States?

Whataburger fans in United States are most concentrated in Texas (reach ~18M), Florida (reach ~2M), and Georgia (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Whataburger fans also like?

Beyond Whataburger itself, the audience over-indexes on Popeyes Louisiana Kitchen (9.93×), Wingstop (8.32×), Carl's Jr. (18.09×), and Raising Cane's Chicken Fingers (8.43×) 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 Whataburger audiences in other countries

How to read this data

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