When social animals cache food close to their burrow, the potential for an audience member to observe the event is significantly increased. As a consequence, in order to reduce theft it may be advantageous for animals to be sensitive to certain audience cues, such as whether they are attentive or not to the cache event. In this study, observations were made on three groups of Cape ground squirrels (Xerus inauris) in their natural habitat when they cached provisioned food items. When individuals cached within 10 m of conspecifics, we recorded the attentiveness (i.e. whether any audience members were orientated towards the cacher, had direct line of site and were not engaged in other activities) and identity of audience members. Overall, there was a preference to cache when audience members were inattentive rather than attentive. Additionally, we found rank effects related to cache avoidance whereby high-ranked individuals showed less avoidance to cache when audience members were attentive compared to medium- and low-ranked individuals. We suggest this audience sensitivity may have evolved in response to the difference in competitive ability amongst the ranks in how successful individuals are at winning foraging competitions. This study demonstrates that Cape ground squirrels have the ability to not only monitor the presence or absence of conspecifics but also discriminate individuals on the basis of their attentive state.