[e5india]

Part of the challenge is that most people won't like coffee's actual taste. Good coffee is best drank black. Once you start adding milk and sweetener the coffee taste itself goes to the background.

People do a similar thing with tea. In the US tea is mostly drank iced with a crap load of sugar.

So if you're trying to sell as much coffee as possible, you'll be serving it mostly with cream and tons of sweetener anyways so its pointless to worry so much about quality coffee. With volume you also have to worry about getting people in an out as quickly as possible. Most of the boutique coffee shops will be making single pour brews that take forever to make. You simply can't dedicate that much time per cup if you have a line of people inside and a drive thru to manage.