Dining out has become an important element of modern lifestyles, with restaurants playing a significant role in providing not only food but also unique social and experiential value. In Malaysia, the vibrant restaurant industry offers a wide range of options, from local eateries to global franchises, reflecting diverse consumer preferences. Most of the UiTM Penang students usually go out to eat at nearby food outlets, considering several factors in choosing any of the restaurants. This research will try to find out the factors that determine UiTM Penang students' choice of a restaurant. Data from this research were gathered using the survey method, where 373 samples were chosen through convenience sampling. In this data analysis, SPSS software was utilized. Four main factors were identified: word-of-mouth recommendations, menu variety, pricing, and promotional strategies. Among these factors, promotional activities were found to be the most important, followed by pricing, indicating the importance of affordability and targeted marketing in attracting students. Although word-of-mouth and menu variety also had an impact, it was much less important. The findings show that restaurant operators should focus on competitive prices and effective promotion schemes. In addition, the use of digital platforms and social media can also be considered to gain better visibility and improve interactions with this vital market segment.