Consumer Reports rated corporate coffee on price and taste. Their winner – McDonalds, who beat the “burnt and bitter” taste of Starbucks.
Indeed, why does Starbucks pride themselves on burning their beans? As a home roaster, I’ve learned that a lighter roast preserves the flavor of the bean, and the very dark roast just gives the taste of the burn.
I’d guess that they burn the beans to hide the taste of lower quality beans.