Oath Pizza vs Papa Murphy's

Papa Murphy’s wins on the dimensions that actually move a B2B software pipeline: TAM and terrain. With 965 franchised units, the addressable market is over 40× larger than Oath Pizza’s 23. That raw unit count translates directly into a real pipeline—even a modest attach rate produces meaningful revenue. More importantly, the approved-supplier procurement model means you can sell to individual franchisees once you earn a spot on the list, rather than battling a single, locked-down franchisor mandate. Oath’s franchisor-controlled model puts a hard gate between you and every operator, making the sales cycle entirely dependent on one relationship that may already be sewn up by an incumbent.

The tradeoff is timing and budget. Oath’s flat unit growth looks better than Papa Murphy’s -3.6% decline, and its $987k AUV suggests decent per-store spend. But a shrinking system of 965 units still dwarfs a stagnant one of 23—and franchisees in a declining brand often lean into operational tools (scheduling, back-office, marketing automation) to protect margins, creating urgency. The missing AUV for Papa Murphy’s is a known quantity in the pizza segment; even if it’s lower, the volume math overwhelms any per-unit budget edge Oath might hold. Current FDD filing further signals a franchisor that’s actively managing the system, not one that’s overdue and potentially disengaged.

Verdict: Papa Murphy’s is the stronger software-sales opportunity right now—the sheer unit count and open procurement terrain outweigh negative growth and any per-store budget deficit.