This study aimed to determine the customer preferences in selecting local buffet restaurants in highly urbanized Central Philippines. This study employed a descriptive research design, surveying 200 respondents from four different buffet restaurants using a researcher-made questionnaire that underwent validity and reliability testing. Frequency counts and percentages, mean, values, and the Mann-Whitney U test were used as statistical tools. Findings revealed that customers rated service quality and food and beverage quality at a high level, while restaurants' atmosphere, comfort, and product price were rated at a very high level. Significant differences in preferences were found when respondents were grouped by age and civil status. In contrast, no significant differences were observed in terms of sex and average family income for most variables. The study concluded that customers show a high to very high level of preference for local buffet restaurants. Service quality, restaurant atmosphere, food quality, and reasonable pricing were the key factors influencing customer satisfaction and dining choices. Overall, customers prefer buffet restaurants that offer efficient service, a comfortable environment, high-quality food, and good value for money. The study calls for buffet restaurants to improve staff knowledge and customer engagement, expand food and beverage variety, enhance accessibility and signage, and offer flexible pricing options to deliver greater value and convenience to customers.