I think they burn their coffee so it gives the appearance of having more uniformity. Also, I seriously wonder how little a share of their sales are just coffee

I think they burn their coffee so it gives the appearance of having more uniformity. Also, I seriously wonder how little a share of their sales are just coffee these days. Even the Starbucks fanatics I know never actually buy regular coffee. Starbucks is a good value in one place - the Puerto Rican Airport Mall. Literally every vendor besides Starbucks sells the same coffee for the same high price, so I willingly chose Starbucks. The only other time I have Starbucks is when it's free, and I do that to keep my opinion of their coffee relevant. I still don't like it, but free Starbucks is like sex and pizza - it's better than none at all.