Coming in below two c-store chains and two other quick-service chains in recent consumer surveys, Starbucks’ quality score shows that there’s plenty of room to compete in the coffee category. The brand continues to strategize around a more upscale experience. It expanded its Reserve Roastery & Tasting Room coffee concept over the past year, while putting the kibosh on its Evenings program. The chain also began selling single-origin coffee at its Seattle upscale Reserve concept, and it rolled out affogato-style beverages, combining espresso with ice cream.