Eat-All-You-Can Buffet is the latest trend for the restaurant industry. With the growing number of buffet restaurants all over the country and the wide variety of foods and cultural influences, many restaurant owners are pursuing the Eat-All-You-Can culture. Food is considered as the top priority among Filipinos. Literature shows how different aspects affect this industry. Hence, this led the researchers to make the Eat-All- You-Can culture the topic of the research. Profitability is a critical factor for any business and the management kept this private. It is not always a gain or a loss, a business experience with unstable income. The researchers decided to study the factors affecting the profitability of the Eat-All-You-Can Buffet restaurants in Malolos, Bulacan. An exploratory qualitative research was utilized to capture the impact of the factors to the profitability. The informants were selected through simple random sampling method. In this technique, the whole population was given equal opportunity to be a sample. Before this, the sample size was determined using the Siovin’s formula. The researchers conducted a face-to-face interview which was audio recorded. The transcripts were analysed and reviewed to determine the important statements that helped the researchers establish the themes. These themes include Pricing Awareness Strate’, which represents how the informants came up with their pricing strategy and how they overcome the impacts affecting it. Second, Importance of Promotional Strategies, the promotional strategies were given emphasis in this theme, their strategies tq penetrate the market. Third, Product Quality Maintenance and consistency reveals how product quality overcome other struggles. It also shows how they maintain their products. Fourth theme is Systematic Location Analysis. Having a proper location is important. Data show that location must be systematically studied. The fifth theme is Overcoming Competitive Struggles, which represents how the competition in an Eat-All-You-Can buffet restaurants affect profitability. Lastly, Business Awareness and Marketing Strategies shows the strategies they use to make the restaurants grow. Based on the findings, the researchers concluded that every factor must come together to give a positive impact to the Eat-All-You-Can buffet restaurant industry not just in the research locale but for the whole country. Latest trends always have an impact in every industry. Eat-All-You-Can Buffet restaurants are a product of this. And with the changing perspective of consumers, will it stay?