DAKOTA LONDON vs The Joint Chiropractic

The Joint Chiropractic is the stronger opportunity right now, and it’s not close. The dimension that wins is TAM: 935 total units with 800 franchised and 12% unit growth gives you a real, scalable pipeline. DAKOTA LONDON has three corporate units and zero franchisees—there’s no repeatable buyer motion, no urgency, and no volume to justify sales effort. A $615K AUV also signals operators have enough cash flow to absorb a software investment, even if the initial buildout range dips lower than DAKOTA’s.

The tradeoff is terrain. The Joint runs a franchisor-controlled procurement model, which means you’re selling into a centralized gatekeeper, not individual owners. That’s a longer, harder enterprise-style cycle with compliance hurdles. DAKOTA’s approved-supplier model is technically more open, but with no franchisees in the system, that openness is theoretical. You’d be betting on a future that hasn’t materialized.

Timing reinforces the call. The Joint’s FDD is overdue, which often signals an update cycle—exactly when franchisors re-evaluate tech stack and suppliers. DAKOTA’s current filing is irrelevant because there’s no franchise base to convert. Budget, TAM, and timing all point one direction.

Verdict: Target The Joint Chiropractic for immediate pipeline; DAKOTA London is a dead end until it actually franchises.