Burrito Parrilla Mexicana vs Papa Murphy's

Papa Murphy’s is the stronger opportunity right now, and the reason is pure TAM. With 1,014 total units—965 of them franchised—you’re looking at a real, distributed buyer pool, not a corporate-controlled chain. Eleven units at Burrito Parrilla Mexicana, none franchised, means your total addressable market is a rounding error. Even if you landed every location, the deal size wouldn’t justify the sales effort. Papa Murphy’s gives you a 965-unit franchised base to prospect into, and that’s before you factor in the churn dynamics of a brand contracting at -3.6% YoY—struggling franchisees are often the most motivated to adopt software that promises efficiency or revenue lift.

The tradeoff is budget depth versus volume. Burrito Parrilla’s AUV of $1.6M and investment range topping $1.17M suggest a higher-end operator with more cash to spend per location. Papa Murphy’s units are leaner, with an investment ceiling of $693K and a lower implied per-store revenue profile. You’ll sell smaller deals, but you’ll sell many more of them. In a franchise system this size, a focused outbound motion—targeting multi-unit operators first—can compound quickly, especially with a current FDD and an approved-supplier procurement model that keeps the tech stack decision local.

Timing and terrain seal it. Papa Murphy’s negative unit growth signals pressure; franchisees are likely reevaluating operations, which opens the door for POS, scheduling, and back-office upgrades. The 2% ad fund also hints at marketing automation gaps you can fill. Burrito Parrilla is too small, too young, and too corporate to generate sustained pipeline. You’d spend months chasing a single decision-maker for a handful of seats.

Verdict: Papa Murphy’s wins on TAM, franchisee autonomy, and urgency—sell into the pain of a shrinking system.