Baja Fresh vs Papa Murphy's

Papa Murphy’s is the stronger target right now, and the math is blunt. With 965 franchised units against Baja Fresh’s 67, the total addressable market is an order of magnitude larger. Even after factoring in the -3.6% unit decline, the installed base is deep enough that a modest penetration rate—say 10%—still delivers nearly 100 deals, which Baja Fresh can’t match even if you close every single store. The tighter investment band ($450K–$693K vs. Baja’s $1.03M ceiling) also signals operators with less cushion for inefficiency, making back-office and scheduling automation a faster, need-driven sale rather than a discretionary upgrade.

The tradeoff is terrain. Baja Fresh’s higher AUV ($823K) means more cash flowing through each location, which typically correlates with willingness to spend on software. But that advantage is theoretical when the unit count caps your upside. Papa Murphy’s lower ad fund (2%) and slightly leaner royalty structure leave franchisees with marginally more operating budget to redirect toward tech that protects margin, especially in a declining same-store environment where labor and waste control become existential. The approved-supplier procurement model in both brands is a wash—neither gives you the open-API advantage that would accelerate integration sales.

Verdict: Papa Murphy’s wins on TAM and urgency, and the unit decline only sharpens the pain point your software solves.