Abstract - This research aims to know the consumer preference of foods, based on the level of sweet potato substitution of raw material for food product, and to know the profit of this product. Product of sweet potato substitution to be analyzed this research are pizza, brownies, and bread. To collect the sample the researcher conducted accidental quota sampling method. Data were collected from consumers who try the product. The consumers amounting to 60 people were required to fill the questioner (40 students of UMY, 10 Lecturers, and 10 staffs).On the basis of the research, it is revealed that pizza consumers are most likely to choose D substitution (80 % sweet potatoes 20% wheat), brownies consumers mostly prefers C substitution (60% sweet potatoes 40% wheat), and bread consumers mostly prefer on C substitution (60% sweet potatoes 40% wheat). This result is based on consumer preferences. This preference may be referred substance for the producer to release their product. Producing D substitution of pizza (80% sweet potatoes 20% wheat) can earn a profit of 72,1 %. For C substitution of brownies (60% sweet potatoes 40%w wheat) the profit is 95,4%. On the production of C substitution of bread, producers can get the profit of 110%.