Crimson Coward vs Papa Murphy's

Papa Murphy’s is the stronger software-sales opportunity right now, and the decisive dimension is TAM. With 965 franchised units, it offers a massive installed base that can be prospected immediately—even a modest attach rate yields more deals than capturing every Crimson Coward location. The negative unit growth is a red flag for long-term health, but for a vendor prioritizing near-term pipeline, the sheer number of operating storefronts that need POS, scheduling, and back-office tools makes it the pragmatic choice.

Crimson Coward’s 71% YoY growth rate signals a brand that will eventually need scalable systems, but with only 12 franchised units today, the addressable market is too small to justify dedicated sales resources. Both brands use an approved-supplier procurement model, so terrain doesn’t tip the scales, and their investment ranges are close enough that budget isn’t a differentiator. The meaningful tradeoff is timing versus TAM: you’re betting on a shrinking giant instead of a fast-growing minnow. Right now, the giant’s sheer size creates more at-bats for a sales team, even if the window is slowly closing.

Verdict: Papa Murphy’s wins on TAM—installed base beats future promise when you need revenue this quarter.