The more I think of it the less I like this. But looking from outside, my vision is blurry at best. Anyway, here goes.
Gourmet coffee or coffee shops can't use the old Farmers' name. It's too...old time. And we are trying to attract young coffee drinkers here. Let's see, we'll have to come up with a hipp name and promote the heck out of it. Fictitiously, say we open ten shops in LA and Starbucks has ten times that many, to get the exposure we'd spned nearly ten times advertising budget on per store basis. That's not true of course, but it shows the large chain has huge advantage in advertisement. It's hard to grow without large spending on ads. The store cost a lot to open too.
So, provided that's what the company would do, soon you'd see our cash gets "invested" and reported earnings continue to suffer--not a pleasant sight at least for a while.