I was reading an article on Starbucks' "regeneration" recently, and realised that I hadn't read Pseuds' Corner in Private Eye for a long, long time. Private Eye fans will already know the deal; otherwise, you'll get the hang of it really easily...
From Howard Schultz, CEO of Starbucks:
"...we want to unleash Seattle's Best to do things that Starbucks can't do. It has more of a mass appeal. It's a more approachable coffee in terms of its taste. There are a number of fast-food companies that want to get into the breakfast business and don't have a coffee solution."