Article’s

ABSTRACT The present study titled Study of In-Store and Digital Ordering Experiences among Students Engagement with KFC in Coimbatore examines the preferences, satisfaction levels, and engagement patterns of students while ordering food through in-store and digital platforms. With the rapid growth of digital technology and online food delivery services, consumer behavior particularly among students has shifted significantly from traditional counter ordering to mobile applications and online platforms. The study focuses on understanding factors such as convenience, waiting time, ease of payment, service quality, accuracy of orders, and overall satisfaction influencing students’ choice between in-store and digital ordering methods. Primary data were collected from students in Coimbatore through a structured questionnaire, and statistical tools such as percentage analysis, Chi-square test, correlation were used to analyze the data. The findings reveal that while digital ordering is preferred for its convenience and time-saving benefits, in-store ordering continues to attract students due to ambiance, social interaction, and immediate service experience. The study provides insights into student engagement behavior and offers suggestions to enhance customer satisfaction and improve service strategies for better engagement. Overall, the research highlights the importance of integrating both digital and in-store experiences to strengthen brand loyalty and customer retention among students in Coimbatore.