Abstract

The Philippine food-service industry is evolving as consumers become more health-conscious and dietary trends increasingly influence meal choices. The ketogenic diet, which emphasizes high-fat and low-carbohydrate intake, presents both challenges and opportunities in a country where rice is a staple food. The Sandwich Guy at SM Fairview introduced keto-inclusive options, such as lettuce-wrapped sandwiches, in response to this demand. This study examined how dietary trends influenced consumer awareness, perceptions, and purchasing behavior toward keto-inclusive offerings. The study used a quantitative descriptive research design. One hundred customers aged 18 years and older at The Sandwich Guy were selected through purposive sampling. A structured questionnaire gathered demographic information and measured awareness, perceptions, taste evaluation, perceived health benefits, product value, willingness to purchase, and satisfaction using a four-point Likert scale. After validation and management approval, the questionnaires were distributed and collected personally. Data were analyzed using frequency, percentage, and weighted mean. Most respondents were aged 21–30 years, female, and from the middle-income group. Although a regular diet remained predominant, some respondents followed ketogenic or low-carbohydrate diets. Respondents were generally aware of keto options but suggested clearer product labeling. Taste and perceived health benefits were important considerations in willingness to purchase, and younger respondents and those already following a ketogenic diet were more likely to select keto-inclusive meals. The findings suggested that dietary trends influenced consumer preferences, although traditional eating habits remained prominent. Taste and perceived value continued to be important, indicating that health-oriented offerings also needed to meet flavor expectations. Guided by Diffusion of Innovation Theory, the inclusion of ketogenic options was presented as an adaptation to market change. The study recommended balancing product innovation, transparent information, and affordability to support customer satisfaction and competitiveness.