JUST PIZZA vs Papa Murphy's

Papa Murphy’s presents a dramatically larger total addressable market with 1,014 units—two orders of magnitude above Just Pizza’s 10. That scale translates directly into seat count for our POS, scheduling, and back-office software. The brand’s higher investment range ($450K–$693K) signals franchisees with deeper operating budgets and a clearer willingness to spend on efficiency tools, while Just Pizza’s bare-bones $253K–$393K range implies capital-constrained operators who’ll resist anything beyond the bare minimum. Even in contraction, Papa Murphy’s -3.6% unit decline is far less violent than Just Pizza’s -9.1%, meaning the base isn’t crumbling out from under our sales motion.

Terrain is the tiebreaker. Papa Murphy’s approved-supplier procurement model gives operators autonomy to evaluate and buy third-party software without a corporate gatekeeper blocking the deal. Just Pizza’s franchisor-controlled model funnels every decision through a parent that has shown zero unit growth and let its FDD go stale, creating a single-throat-to-choke sales process with no velocity. The current 2026 FDD from Papa Murphy’s also indicates an active, compliant franchisor that isn’t ghosting its system—a signal the network will be around long enough for our expansion revenue to compound.

The meaningful tradeoff is that a 10-unit system like Just Pizza could be captured with a single conversation if you convert the franchisor, but that same centralized control is exactly what strangles a repeatable, high-volume SaaS sales model. We’re not hunting one-off logos; we’re hunting a territory we can farm for years. Papa Murphy’s open procurement, larger wallet, and still-relevant installed base make it the unambiguous pick.

Verdict: Papa Murphy’s is the stronger software-sales opportunity on every dimension—TAM, budget, timing, and terrain—with the win gated only by our ability to execute against a decentralized 965-unit field.