The two most recognized residential cleaning franchise names in the U.S., both PE-backed, both contracting — but at very different rates and with different fee structures. All data from 2025 FDDs filed with the Wisconsin DFI.
| Molly Maid | Merry Maids | |
|---|---|---|
| Franchised outlets | 448 | 802 |
| Initial investment | $139K–$197K | $126K–$170K |
| Annual fees at $300K | $31,056 (10.4%) | $32,988 (11.0%) |
| 3-year net growth | -53 units | -187 units |
| System trajectory | Steady contraction | Contracting (accelerating) |
| Royalty structure | 6.5% / 6% / 5.5% / 5% / 4.5% / 4% / 3.5% / 3% | 7% / 6% / 5% |
| Franchising since | 1984 | 1980 |
All data from 2025 FDDs filed with the Wisconsin Department of Financial Institutions. Fee burden figures Modeled at $300K gross revenue, Year 5, single territory.
Molly Maid and Merry Maids have the lowest fee burdens in the cleaning cohort, but for different reasons. Merry Maids charges a flat 7% royalty with a simple 2% total marketing contribution (1.3% ad fund + 0.7% local). Molly Maid charges a tiered marginal royalty starting at 6.5% on the first $500K and declining to 3% above $2.8M, paired with a 2% MAP fee.
At $300K revenue, Merry Maids’ total fee burden is $32,988 (11.0%). Molly Maid’s is $31,056 (10.4%). The $1,932/year difference is the narrowest gap in this analysis. At higher revenue, Molly Maid’s tiered royalty creates a widening advantage: at $500K, the gap grows to $1,932 in Molly Maid’s favor, and continues to widen at scale as the royalty drops through successive tiers.
| Revenue Level | Molly Maid | Merry Maids | Difference |
|---|---|---|---|
| $200,000 | $22,556 (11.3%) | $23,988 (12.0%) | $1,432/yr |
| $300,000 | $31,056 (10.4%) | $32,988 (11.0%) | $1,932/yr |
| $400,000 | $39,556 (9.9%) | $41,988 (10.5%) | $2,432/yr |
| $500,000 | $48,056 (9.6%) | $49,988 (10.0%) | $1,932/yr |
Both systems are contracting, but at meaningfully different rates. Merry Maids lost 187 units over 3 years (989 → 802, −18.9%), with losses accelerating each year: −43, −62, −82. 73 units ceased operations in 2024 alone. Wisconsin’s risk disclosure explicitly flags the turnover rate as a buyer risk.
Molly Maid lost 53 units over the same period (501 → 448, −10.6%), with losses slowing slightly: −20, −17, −16. The contraction is consistent but the rate has slowed each year.
For a buyer, both brands carry system health risk. But Merry Maids’ accelerating contraction is a materially different signal than Molly Maid’s steady but decelerating decline.
| Year | Molly Maid | Merry Maids | ||
|---|---|---|---|---|
| Net Change | End Count | Net Change | End Count | |
| 2022 | -20 | 481 | -43 | 946 |
| 2023 | -17 | 464 | -62 | 884 |
| 2024 | -16 | 448 | -82 | 802 |
Merry Maids’ initial investment ranges from $127K–$170K. Molly Maid’s ranges from $140K–$197K.
Merry Maids has a lower cost floor and a $55K flat franchise fee. Molly Maid’s franchise fee is variable ($38K–$64K). At the low end, Merry Maids is approximately $13K cheaper to enter. At the high end, Molly Maid is $27K more expensive.
Merry Maids has the larger system (802 vs. 448 outlets), lower entry cost, and a simpler fee structure. But it is contracting at nearly twice the rate of Molly Maid, with 73 unit cessations in the most recent year and a Wisconsin risk disclosure flagging turnover.
Molly Maid has a royalty structure that rewards scale (declining to 3% at $2.8M+), stronger customer metrics (91% recurring customer rate, 79% grew YoY), and a stabilizing contraction trend. Its disclosure does not provide absolute revenue per franchisee, which limits direct income comparison.
A buyer evaluating these two brands should weigh: Merry Maids’ larger network and simpler fees against its accelerating contraction; Molly Maid’s better growth trajectory and scale-friendly royalty against its higher entry cost and less transparent revenue disclosure. In both cases, the contraction trend makes franchisee reference calls (Item 20 contact lists) unusually important.
See the full fee burden, system health, and cost-to-enter comparisons across all 7 cleaning brands.