Rascasse Audience Intelligence

Whataburger Target Market in United States

Whataburger has an estimated audience of 26.2M people in United States.

#15among Restaurants in United States
#125among brands in United States#105in Food & Beverages

The average Whataburger fan in United States is 37.2 years old, balanced, and lives primarily in Texas.

By number of fans, Whataburger ranks #15 among the 364 objects in Restaurants in United States — 5.9× the group median.

Its fans are 3.0 years younger than the group average of 40.2.

Women make up 54.2% of the fan base, 3.0 percentage points fewer than the group average.

Compared with the other 363 objects in Restaurants, Whataburger fans stand out for their interest in Yard House, Jane the Virgin and Porto's Bakery.

Most fans live in Texas, Florida, Georgia.

Top affinities include Yard House, Jane the Virgin, Porto's Bakery, with strongest over-indexing on Yard House (21.7× the country average).

Demographically, the Whataburger audience skews balanced with an average age of 37.2, and over-indexes on personality traits such as Convenience Orientation, Urban Lifestyle.

The typical Whataburger fan in United States is balanced, around 37.2 years old, with strong Convenience Orientation tendencies and a notable affinity for Yard House.

Category: Food & Beverages · Type: Brand · Subtype: Restaurants

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
26.2M
in United States
Gender
54.2%♀
45.8% male
Age
37.2
average years
Country rank
#1139
among all objects in United States
Fig. 01

Search interest · 12-month trend

+13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Whataburger

54.2% are female, 45.8% are male, average age 37.2.

Fig. 02

Gender split

54.2%
Female
45.8%
Male
Demographic split for Whataburger audience in United States
MetricValue
Female54.2%
Male45.8%
Average age37.2
Estimated audience size26.2M
Fig. 03

Age distribution

Ø 37.2
average years
Age distribution of the Whataburger audience in United States
Age bracketShare%
16-2428%
25-3420%
35-4418%
45-5418%
55+16%
Fig. 04

Worldwide distribution

92.8%

of the worldwide Whataburger audience comes from United States.

Worldwide audience distribution share by country for Whataburger
CountryShare
United States92.8%
Japan1.0%
Mexico0.7%
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

Whataburger customers by region in United States
#RegionReachAffinity×
01Texas~16M8.78×
02Oklahoma~1.5M4.61×
03New Mexico~700K4.47×
04Alabama~1M3.06×
05Arkansas~700K2.91×
06Arizona~1.5M2.79×
07Louisiana~1M2.74×
08Tennessee~1.5M2.47×
09Mississippi~600K2.43×
10South Carolina~1M2.36×
11Georgia~2M2.14×
12North Carolina~1.5M1.95×
13Kansas~400K1.93×
14Missouri~800K1.67×
15Florida~2M1.16×
16Colorado~400K0.99×
17Nevada~200K0.69×
18Kentucky~100K0.30×
19Virginia~200K0.28×
20Nebraska~40K0.25×
21Wyoming~10K0.23×
22Vermont~10K0.21×
23Iowa~50K0.20×
24North Dakota~10K0.20×
25Alaska~10K0.20×
26South Dakota~10K0.19×
27Indiana~100K0.18×
28Utah~50K0.18×
29California~500K0.17×
30Illinois~200K0.17×
31Montana~10K0.17×
32West Virginia~20K0.16×
33Idaho~20K0.15×
34Hawaii~20K0.15×
35Rhode Island~10K0.15×
36Delaware~10K0.15×
37Ohio~100K0.14×
38Washington~80K0.14×
39Maine~10K0.14×
40Maryland~60K0.13×
41Minnesota~60K0.13×
42Wisconsin~60K0.13×
43Oregon~40K0.13×
44New Hampshire~10K0.13×
45Michigan~90K0.12×
46New York~200K0.10×
47Pennsylvania~100K0.10×
48Connecticut~30K0.10×
49New Jersey~70K0.09×
50Massachusetts~50K0.09×
Fig. 06

Affinity by region

Affinity by region — Whataburger, United States
0.09×1.00×8.78×
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 Whataburger audience vs. the country average
#·InterestCategoryAffinity×
01Yard HouseFood & Beverages21.70×
02Jane the VirginMovies & TV20.17×
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×
09Navy PierTravel & Leisure14.44×
10Noodles & CompanyFood & Beverages14.41×
11Cook Out (restaurant)Food & Beverages14.28×
12El Pollo LocoFood & Beverages12.19×
13Shake ShackFood & Beverages10.48×
14Popeyes Louisiana KitchenFood & Beverages9.93×
15Raising Cane's Chicken FingersFood & Beverages8.43×
16WingstopFood & Beverages8.32×
17Jack in the BoxFood & Beverages7.91×
18Credit KarmaBusiness & Career7.06×
19Culver'sFood & Beverages5.78×
20FIFA World Cup 2026Sports1.92×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Whataburger audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Whataburger audience vs. the country average · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.48×
Urban LifestyleOPEN1.40×
IndulgenceJOY1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Whataburger audience vs. the country average · Rather not
TraitClusterDeviationScore
CreativityOPEN0.97×
TraditionCONSERVATISM0.99×
IndividualismJOY1.00×
0×1.00× baseline2×
Appendix

Explore more audiences

More Restaurants audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Whataburger 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
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/whataburger-731” · Methodology