Rascasse Audience Intelligence

McDonald's Target Market in United States

McDonald's has an estimated audience of 66,021,947 people in United States.

#1among Fast food restaurants in United States#9among Brand in United States#16in Food & Beverages

The average McDonald's fan in United States is 38.4 years old, balanced, and lives primarily in California.

By number of fans, McDonald's ranks #1 among the 87 objects in Fast food restaurants in United States — 128.9× the group median.

Its fans are 0.9 years younger than the group average of 39.3.

Compared with the other 86 objects in Fast food restaurants, McDonald's fans stand out for their interest in Concurrent Versions System, Dick Van Dyke and Menards.

Most fans live in California, Texas, Florida.

Top affinities include Chipotle Mexican Grill, Burger King, Wendy's, with strongest over-indexing on Chipotle Mexican Grill (3.49× the country average).

Demographically, the McDonald's audience skews balanced with an average age of 38.4, and over-indexes on personality traits such as Need for Security, Family Orientation.

The typical McDonald's fan in United States is balanced, around 38.4 years old, with strong Need for Security tendencies and a notable affinity for Chipotle Mexican Grill.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
66M
in United States
Gender
54.3%♀
45.7% male
Age
38.4
average years
Country rank
#218
among all objects in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of McDonald's

54.3% are female, 45.7% are male, average age 38.4.

Fig. 02

Gender split

54.3%
Female
45.7%
Male
Demographic split for McDonald's audience in United States
MetricValue
Female54.3%
Male45.7%
Average age38.4
Estimated audience size66,021,947
Fig. 03

Age distribution

Ø 38.4
average years
Age distribution of the McDonald's audience in United States
Age bracketShare%
16-2424%
25-3420%
35-4418%
45-5418%
55+19%
Fig. 04

Worldwide distribution

24.4%

of the worldwide McDonald's audience comes from United States.

Worldwide audience distribution share by country for McDonald's
CountryShare
United States24.4%
Italy4.8%
Germany4.7%
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

Fig. 05

Top regions by affinity

McDonald's customers by region in United States
#RegionReachAffinity×
01Hawaii~400K1.31×
02Colorado~1.5M1.29×
03Indiana~1.5M1.19×
04Illinois~3M1.17×
05Washington, District of Columbia~200K1.17×
06Texas~5M1.14×
07New Mexico~500K1.14×
08Michigan~2M1.13×
09Florida~4.5M1.12×
10Ohio~2.5M1.11×
11Missouri~1.5M1.10×
12Kentucky~1M1.09×
13Nevada~700K1.09×
14Washington~1.5M1.07×
15Maryland~1.5M1.07×
16Minnesota~1M1.07×
17Wisconsin~1M1.05×
18Oklahoma~800K1.05×
19Kansas~600K1.05×
20Arizona~1.5M1.04×
21California~8M1.02×
22New York~4M1.02×
23North Carolina~2M1.02×
24Connecticut~700K1.02×
25Tennessee~1.5M1.01×
26South Carolina~1M1.01×
27Utah~600K1.00×
28Virginia~1.5M0.99×
29Arkansas~600K0.99×
30Louisiana~900K0.97×
31Wyoming~100K0.97×
32Iowa~600K0.96×
33Nebraska~400K0.96×
34Georgia~2M0.94×
35Oregon~800K0.94×
36West Virginia~300K0.93×
37New Jersey~1.5M0.92×
38Idaho~300K0.92×
39Mississippi~500K0.91×
40North Dakota~100K0.91×
41Pennsylvania~2.5M0.90×
42Alabama~900K0.90×
43Massachusetts~1M0.89×
44South Dakota~200K0.88×
45New Hampshire~200K0.86×
46Delaware~200K0.86×
47Rhode Island~200K0.84×
48Alaska~100K0.84×
49Montana~200K0.81×
50Maine~200K0.80×
Fig. 06

Affinity by region

Affinity by region — McDonald's, United States
0.80×1.00×1.31×
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 McDonald's audience vs. the country average
#·InterestCategoryAffinity×
01Chipotle Mexican GrillFood & Beverages3.49×
02Burger KingFood & Beverages3.45×
03Wendy'sFood & Beverages3.26×
04Concurrent Versions SystemTechnology & Electronics2.98×
05Dick Van DykeMovies & TV2.97×
06MenardsHome & Garden2.86×
07StarbucksFood & Beverages2.36×
08FriendshipKids & Family2.33×
09Dollar GeneralShopping2.21×
10Taco BellFood & Beverages2.12×
11Pizza HutFood & Beverages2.07×
12RedditInternet & Social Media1.96×
13Video gamesGames1.90×
14TelevisionsTechnology & Electronics1.80×
15WalmartShopping1.75×
16Comedy moviesMovies & TV1.68×
17United StatesTravel & Leisure1.65×
18ComputersTechnology & Electronics1.56×
19U.S. stateTravel & Leisure1.54×
20Outdoor recreationSports1.52×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the McDonald's audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the McDonald's audience vs. the country average · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.54×
Family OrientationCONSERVATISM1.41×
Convenience OrientationPREMIUM1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the McDonald's audience vs. the country average · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.60×
Sports ActivityPOWER0.80×
SustainabilityBALANCE0.82×
0×1.00× baseline2×
Appendix

Explore more audiences

More Fast food restaurants audiences in United States

Related rankings

See McDonald's 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 McDonald's 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/mcdonalds-3721” · Methodology