"They're facing a situation where they are pretty fairly saturated. Shareholders are looking for opportunities for this company to grow," Schroeder said. "It's very difficult to do that in the United States, particularly when McDonald's and other players in the quick-service restaurant space are starting to add premium coffee and espresso-based drinks to their coffee line."
And yes people will still associate it with Starbucks whether it's called 15th Avenue Coffee and Tea or something else, Schroeder said.
"There will be an association with Starbucks," he said, "despite a different name on the concept, particularly when the media associates it to Starbucks."