In the modern world of business, the franchise model is starting to gain more and more strength, and it is considered that models of this type are easier to deal with crisis conditions on the market. They are an exceptional example for companies in Croatia and the world. The emphasis in the franchise business model is on innovation. The aim of this paper is to explain the concept of franchising, its history and development, as well as its advantages and disadvantages. In the world of entrepreneurship, franchising as a business model is growing and we can see it on every corner. Furthermore, the characteristics of the fast-food franchising business model are explained. The paper presents the role and importance of social media as modern channels in fast-food franchise businesses. Social media provide a platform for establishing long-term and direct communication with customers, offer the possibility of targeting specific geographical areas to attract local customers, increase sales, enhance competitive advantage, and raise brand awareness. Examples of fast-food franchise businesses that have improved sales and operations through social media, such as Domino's Pizza, McDonald's, and Burger King, are also analyzed. Additionally, the aim of the paper is determing the perception of Croatian customers regarding social media as channels for increasing sales effectiveness. The research methodology includes collecting and analyzing primary and secondary data sources. Secondary data sources include literature on the importance of social media for the market visibility of fast-food franchise businesses taken from websites such as suvremena.hr, franchising.hr, scientific articles, and textbooks. Primary data is obtained through a survey method with a sample of 100 respondents to determine the perception of Croatian consumers regarding social media as channels for increasing sales effectiveness.