Newk's Eatery's closest audience match is McAlister's Deli (0.81), a fellow restaurant — but the rest of the top 10 is dominated by college football media and sports brands, not dining competitors.

The shape is flat: the top 10 spans a narrow similarity band from 0.81 down to 0.77, with no single neighbor pulling far ahead. After McAlister's Deli, the next three neighbors are Buff City Soap (0.81, a beauty and cosmetics retailer), AP Top 25 (0.81, a sports website), and PFF Draft (0.81, a sports brand). The college football thread runs deep: Salsarita's Fresh Cantina (0.79) is the only other restaurant in the top five, while College Football Playoff (0.78) and Chicken Salad Chick (0.78) round out the group. Tallying subcategories across all 10 neighbors: Fast Casual Dining appears twice (McAlister's Deli, Chicken Salad Chick), QSR once (Salsarita's), and the remaining seven slots go to a sports website, a sports brand, a beauty retailer, a footwear retailer, a sporting event, a website, and a journalist — all college-football-adjacent. Newk's own subcategory, Casual Dining, does not appear among the top 10 neighbors at all. The cross-kind pattern here is the finding: this is a casual dining brand whose audience shape is defined less by dining peers than by a college football media ecosystem and a cluster of Southern-market retail and service brands.

The top 10 portrait is of an audience that follows college football closely and shops regionally — a distinctly Southern, sports-oriented consumer profile that cuts across restaurant, retail, and media categories.