Dill Dinkers vs 9Round

9Round is the stronger software-sales opportunity right now, and the numbers leave little room for debate. With 141 franchised units versus Dill Dinkers’ 15, the total addressable market (TAM) is an order of magnitude larger. Even with a brutal -29% unit growth YoY, 9Round’s installed base is big enough to sustain a meaningful pipeline. Dill Dinkers’ $1.06M AUV is impressive on paper, but it’s irrelevant when you’re selling into a 15-unit footprint—no volume, no velocity. TAM is the dimension that matters here, and 9Round owns it outright.

The tradeoff is timing. 9Round’s contraction means you’re selling into a base under duress—some operators are closing, others are pinched, and software spend gets scrutinized. But that same pain creates urgency around back-office efficiency and marketing automation, which a well-positioned vendor can convert. Dill Dinkers is growing, but at 19 total units you’re betting on a future that doesn’t exist yet; the budget per location is higher, but the pipeline is a trickle. Terrain-wise, 9Round’s approved-supplier procurement model is equivalent to Dill Dinkers’, so no clearance advantage there. Budget favors Dill Dinkers slightly due to higher AUV, but that’s easily outweighed by 9Round’s sheer unit count.

Verdict: 9Round wins on TAM and immediate pipeline depth, despite unit attrition—volume fixes most problems, and 15 units fix none.