--- title: "Survey: McDonald's Leads with Household Penetration" url: https://burnaze.com/article/923268c3-709d-4774-9880-cf4deafcb3e2 source: "Franchising.com" original_url: https://www.franchising.com/articles/survey_mcdonalds_leads_with_household_penetration.html author: "M. Scott Morris" category: "Burger" industry: "Restaurants" segment: "Burger" published: 2024-09-30T08:00:00.000Z modified: 2026-10-31T19:56:12.275Z image: https://imgs.franchising.com/art/articles/8956_plate.jpg --- # Survey: McDonald's Leads with Household Penetration **TL;DR:** McDonald's leads in household penetration with 87% of US households visiting in the past 12 months. Numerator's Retailer, Restaurant & Brand Snapshots provide insights into key shopping metrics and shopper profiles for various US retailers and brands. *By M. Scott Morris, originally published in Franchising.com on 2024-09-30. [Read the original](https://www.franchising.com/articles/survey_mcdonalds_leads_with_household_penetration.html).* ## Story From McDonald's to Subway, Numerator's Retailer, Restaurant & Brand Snapshots have been updated through the first half of 2024 and provide a quick look at key shopping metrics and shopper profiles for a variety of U.S. retailers, limited-service restaurants, and brands. Here are a few restaurant insights: - McDonald's has the highest household penetration of any LSR: 87% of U.S. households visited in the past 12 months (ending June 30), and the average McDonald's shopper visited more than once a week (54 visits) and spent $461. - Starbucks shoppers are more likely to be high income and urban Gen Xers who dine out more than four times weekly. - 67% of U.S. households purchased Starbucks in in the past 12 months with the average shopper making 22 purchases. - Chipotle shoppers are 43% more likely to be Gen Z, 30% more likely to live in urban areas, and 44% more likely to be Black. - Dunkin' shoppers are slightly less likely to be impulse buyers, but they do spend 14% of their dollars at restaurants (17% more likely to do so than all shoppers). - Subway shoppers are 18% more likely to live in rural areas. - Get Started in Franchising - Franchise Rankings & Awards - Franchise Sales & Development - Featured Franchise Stories Franchising.com is produced by Franchise Update Media. Franchise Update Media has its finger on the pulse of franchising with unrivalled audience intelligence and market driven data. No media company understands the franchise landscape deeper than Franchise Update Media. 1201 New York Avenue NW, Suite 300A Washington, DC 20005 PH. (408) 402-5681 - Franchisee Financing & Lending - Site Selection & Real Estate - Supply Chain & Procurement - Annual Franchise Development Report - Multi-Unit Franchising Conference - Franchise Growth & Marketing Conference - Franchise Leadership & Development Conference - Multi-Unit Franchisee Magazine - Franchise Update Magazine - Franchise Update Franchisor Report - Franchising Express Report - International Franchise Report - Multi-Unit Franchisee Report The multi-unit franchise opportunities listed above are not related to or endorsed by Multi-Unit Franchisee or Franchise Update Media Group. We are not engaged in, supporting, or endorsing any specific franchise, business opportunity, company or individual. No statement in this site is to be construed as a recommendation. We encourage prospective franchise buyers to perform extensive due diligence when considering a franchise opportunity. ## Entities - Franchising.com (publication) - Restaurants (sector) - McDonald's (company) - Starbucks (company) - Dunkin' Brands (company) - Subway (company) - Chipotle (company) - M. Scott Morris (person) - Gen Z (person) - Numerator (company) - shopper profiles (topic) - household penetration (topic) --- Originally reported by M. Scott Morris, Franchising.com (https://www.franchising.com/articles/survey_mcdonalds_leads_with_household_penetration.html). Summarized by Burnaze (https://burnaze.com/article/923268c3-709d-4774-9880-cf4deafcb3e2).