Abstract

The article explores visual culture as a conceptual and practical foundation for managerial thinking in the modern restaurant industry. It argues that visual culture, beyond its aesthetic function, serves as a cognitive and organizational framework that shapes strategic, operational, and communicative processes within hospitality enterprises. Drawing on an interdisciplinary methodology that combines visual studies, management theory, and case analysis, the authors examine how visual identity, design, and media integration affect managerial decisions, internal coordination, and customer interaction. The study highlights the phenomenon of the “visual turn,” which redefines managerial cognition through imagery, visual metaphors, and spatial structures. Empirical cases of restaurant brands, such as Taco Love, The Oak Stave, and Chipotle, demonstrate that a consistent visual identity, coherent social media representation, and well-structured spatial aesthetics increase brand recognizability, emotional engagement, and organizational coherence. The research identifies the motivational dimensions of visual thinking, emphasizing how visualization enhances decision clarity, stimulates creativity, and strengthens responsible leadership within service teams. The findings confirm that visual culture serves as both a communicative and motivational mechanism for developing managerial literacy, fostering ethical awareness, and shaping leadership identity in the hospitality sector. The study concludes that visual management tools - dashboards, graphic standards, infographics, and storytelling media—constitute not merely instruments of representation but cognitive architectures that structure thought and behavior in the contemporary restaurant environment.