Visual Culture as a Source of Managerial Thinking in the Restaurant Business

Abstract

This article investigates visual culture as a key factor in shaping managerial thinking within the restaurant industry. The study analyzes case examples of both Ukrainian and international restaurant brands, such as Taco Love, The Oak Stave, and Chipotle. These cases demonstrate how consistent visual identity, coherent content across social media platforms, and immersive spatial aesthetics contribute to brand recognition, emotional connection with customers, and the overall efficiency of internal management practices. The research findings support the notion that visual culture fosters a new type of managerial thinking – one grounded in imaginative, spatial, and compositional reasoning. The proposed framework opens opportunities for further empirical research and the development of practical guidelines for restaurant managers, brand designers, and service strategy professionals.