BAB Systems vs Papa Murphy's

Papa Murphy’s presents a vastly larger total addressable market—1,014 units versus BAB Systems’ 48—and 965 of those are franchised, meaning nearly a thousand independent operators who can make their own technology decisions. For a vendor selling POS, marketing automation, scheduling, and back-office tools, that sheer scale translates directly into pipeline volume. The approved-supplier procurement model is the terrain advantage that unlocks it: franchisees aren’t locked into a franchisor-mandated stack, so they’re free to evaluate and adopt third-party software, making every unit a viable prospect. BAB Systems’ franchisor-controlled procurement, by contrast, funnels all tech decisions through a single gatekeeper, shrinking the sales surface to one corporate buyer.

The unit-growth comparison looks like a point for BAB Systems, but both brands are contracting—BAB at -2.0% and Papa Murphy’s at -3.6%—