Serious Eats - seriouseats.com

Starbucks faces an uphill battle outside large metropolitan and upscale suburban. In most communities breakfast is a local experience with closely guarded experiences. If the corporate mantra is growth then they must embrace the local community instead of asking the community to blindly embrace the customs of Starbucks. It need to be a two way street, preferably Main Street. They would do well to connect with individual communities by establish a local breakfast sandwich. Try offering a breakfast pastie in the Midwest. A biscuit sandwich in the South. A classic lunch cart style Breakfast Burrito nation wide. Connecting with local farm co-ops and dairies for produce, eggs, milk would also establish them in communities.
As far as the "nuts and bolts" goes, I agree that the coffee is too roasted but I think the Espresso is perfect. I enjoy the Florentine Sandwich but am always disappointed in the run of the mill pastries. For me, the best Starbucks experience always revolves around good service. Nothing makes me happier, or sets Starbucks apart from DD or McD more than receiving my Dopio Espresso in a proper cup and saucer instead of a paper cup. If Wi-Fi were free and service was consistent I wouldn't go any place else. Make me feel like a local friend instead of Venti, non-fat, half-caf, to go.