Cookie Co vs Papa Murphy's

Papa Murphy’s presents the stronger sales opportunity right now, and the decisive dimension is total addressable market. With 965 franchised units versus 15, the sheer volume of potential deals dwarfs Cookie Co’s microscopic footprint. That scale translates into faster pipeline build, more reference possibilities, and a shorter path to meaningful revenue—even if close rates are moderate. The investment range is higher, but that can signal operators with more sophisticated back-office needs and the budget to absorb a tech stack; they’re not scraping by on a sub-$200k build-out. For a vendor selling POS and marketing automation, a 1,000-unit chain with structured ad fund spending (2%) is a hunting ground where a multi-unit deal could move the needle.

The meaningful tradeoff is timing and