I agree. What is unique here? I really hope they have some advantageous licensing deal that nobody else can get or plans to do something, anything, different... otherwise this is a waste of time and investor money.
I'd say feel free to replace "Starbucks" with any other purveyor of a product you enjoy at around this price point.
When I say craftsmanship what I'm really referring to is the overall brand that Starbucks (or other coffee shops) have built. A brand that says "what you get here will meet your expectations".