Cookie Advantage vs Papa Murphy's

Papa Murphy’s is the stronger opportunity, and it’s not close. The dimension that wins is TAM—sheer addressable unit count. With 965 franchised locations against Cookie Advantage’s 16, you’re looking at a pipeline that can actually scale a sales motion. Even with a -3.6% unit decline, the installed base is so large that churn math works in your favor: losing 35 units a year still leaves you with 930 renewal and upsell targets, while Cookie Advantage’s entire franchise system wouldn’t fill a single SDR’s quarterly quota. The higher investment range at Papa Murphy’s ($450K–$693K) also signals operators with enough skin in the game to buy real software, not just patch together consumer apps.

The meaningful tradeoff is budget depth versus sales velocity. Cookie Advantage’s $443K AUV on a sub-$175K build-out implies lean, high-margin operators who might close fast and pay cash—but there are only 16 of them, and they’re shrinking at -5.9% YoY. That’s not a market; it’s a handful of accounts you’ll exhaust in a month. Papa Murphy’s gives you a genuine terrain advantage too: an approved-supplier procurement model across 1,000+ units means a single corporate-level vendor approval can unlock hundreds of franchisees, whereas Cookie Advantage’s identical procurement model applies to a rounding error of locations. Timing is ugly for both brands given negative growth, but Papa Murphy’s decline is slower, and its 5% royalty plus 2% ad fund tells you franchisees are accustomed to paying for infrastructure—software fits that line item.

Verdict: Papa Murphy’s wins on TAM, budget signal, and terrain, making it the only brand here with a repeatable software-sales motion.