Rascasse Audience Intelligence

Five Guys Target Market in United States

Five Guys has an estimated audience of 20.2M people in United States.

#14among Fast food restaurants in United States#168among brands in United States#141in Food & Beverages

The average Five Guys fan in United States is 37.8 years old, balanced, and lives primarily in Florida.

By number of fans, Five Guys ranks #14 among the 87 objects in Fast food restaurants in United States — 39.5× the group median.

Its fans are 1.5 years younger than the group average of 39.3.

Women make up 49.5% of the fan base, 5.8 percentage points fewer than the group average.

Compared with the other 86 objects in Fast food restaurants, Five Guys fans stand out for their interest in Captain D's, Shake Shack and Smashburger.

Most fans live in Florida, New York, California.

Top affinities include Captain D's, Shake Shack, Smashburger, with strongest over-indexing on Captain D's (14.5× the country average).

Demographically, the Five Guys audience skews balanced with an average age of 37.8, and over-indexes on personality traits such as Indulgence, Urban Lifestyle.

The typical Five Guys fan in United States is balanced, around 37.8 years old, with strong Indulgence tendencies and a notable affinity for Captain D's.

Category: Food & Beverages · Type: Brand · Subtype: Fast food restaurants

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
20.2M
in United States
Gender
49.5%♀
50.5% male
Age
37.8
average years
Country rank
#1598
among all objects in United States
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Five Guys

49.5% are female, 50.5% are male, average age 37.8.

Fig. 02

Gender split

49.5%
Female
50.5%
Male
Demographic split for Five Guys audience in United States
MetricValue
Female49.5%
Male50.5%
Average age37.8
Estimated audience size20.2M
Fig. 03

Age distribution

Ø 37.8
average years
Age distribution of the Five Guys audience in United States
Age bracketShare%
16-2426%
25-3420%
35-4418%
45-5417%
55+18%
Fig. 04

Worldwide distribution

60.1%

of the worldwide Five Guys audience comes from United States.

Worldwide audience distribution share by country for Five Guys
CountryShare
United States60.1%
Canada6.6%
United Kingdom6.1%
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

Fig. 05

Top regions by affinity

Five Guys customers by region in United States
#RegionReachAffinity×
01New Hampshire~200K1.95×
02Maryland~700K1.80×
03Washington, District of Columbia~70K1.77×
04Virginia~900K1.64×
05Massachusetts~700K1.55×
06Florida~2M1.52×
07Rhode Island~90K1.45×
08Delaware~90K1.43×
09New York~1.5M1.32×
10South Carolina~400K1.32×
11Connecticut~300K1.31×
12Maine~100K1.29×
13Georgia~800K1.20×
14New Jersey~700K1.19×
15Ohio~800K1.12×
16Pennsylvania~900K1.11×
17Indiana~500K1.11×
18North Carolina~700K1.09×
19Alabama~300K1.09×
20Montana~70K1.08×
21Tennessee~500K1.06×
22Utah~200K1.00×
23Michigan~600K0.99×
24Washington~500K0.98×
25Colorado~300K0.98×
26Louisiana~300K0.96×
27Kansas~200K0.96×
28Vermont~40K0.96×
29Nevada~200K0.94×
30Oregon~200K0.93×
31Idaho~100K0.93×
32Missouri~300K0.92×
33Minnesota~300K0.92×
34North Dakota~40K0.87×
35Kentucky~200K0.84×
36Arizona~400K0.79×
37Illinois~600K0.75×
38Mississippi~100K0.74×
39West Virginia~80K0.71×
40Texas~1M0.70×
41Arkansas~100K0.67×
42South Dakota~40K0.67×
43California~1.5M0.65×
44New Mexico~80K0.62×
45Hawaii~50K0.57×
46Wisconsin~200K0.56×
47Nebraska~70K0.56×
48Oklahoma~100K0.52×
49Wyoming~20K0.50×
50Iowa~90K0.46×
Fig. 06

Affinity by region

Affinity by region — Five Guys, United States
0.46×1.00×1.95×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Five Guys audience vs. the country average
#·InterestCategoryAffinity×
01Captain D'sFood & Beverages14.50×
02Shake ShackFood & Beverages13.86×
03SmashburgerFood & Beverages11.73×
04Hardee'sFood & Beverages10.34×
05Jack in the BoxFood & Beverages9.93×
06Culver'sFood & Beverages8.00×
07Arby'sFood & Beverages7.91×
08Jersey Mike's SubsFood & Beverages7.44×
09Chipotle Mexican GrillFood & Beverages6.77×
10Jimmy John'sFood & Beverages6.62×
11Popeyes Louisiana KitchenFood & Beverages5.91×
12Panera BreadFood & Beverages5.78×
13Wendy'sFood & Beverages5.34×
14Dairy QueenFood & Beverages5.04×
15SubwayFood & Beverages4.64×
16Taco BellFood & Beverages4.40×
17Chick-fil-AFood & Beverages4.13×
18Panda ExpressFood & Beverages4.02×
19Burger KingFood & Beverages3.85×
20WingstopFood & Beverages3.59×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Five Guys audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Five Guys audience vs. the country average · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.19×
Urban LifestyleOPEN1.16×
Convenience OrientationPREMIUM1.16×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Five Guys audience vs. the country average · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.88×
Luxury OrientationPREMIUM0.90×
MindfulnessBALANCE0.95×
0×1.00× baseline2×
Appendix

Explore more audiences

More Fast food restaurants audiences in United States

Related rankings

See Five Guys audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Five Guys over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/five-guys-1318” · Methodology