<![CDATA[This study aims to analyze the impact of the COVID-19 pandemic and lifestyle changes on the shift in consumer preferences from fast food to home-cooked meals and to formulate adaptive marketing strategies for culinary businesses. This study is quantitative with a descriptive-inferential verification design. The sample consisted of 150 respondents selected through purposive sampling from the urban consumer population in Indonesia. The research instrument was a Likert-scale questionnaire transformed using the Certainty Method. Data analysis was performed using multiple linear regression analysis with the help of SPSS software. Empirical data testing was conducted at a significance level of 0.05. The results of the study, after undergoing the classical assumption test, indicate that the pandemic and lifestyle changes have a positive and significant effect on the shift in consumption to home-cooked meals. The practical implications of this study suggest that fast food businesses adopt adaptive marketing strategies in the form of product development that emphasizes health and food safety aspects.]]>
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