The New Starbucks?

Introducing the new starbucks, but it's not starbucks, but it is. Essentially it's Starbucks trying to make "mom and pop" corner coffee shops. If it's like anything starbucks related it will catch on and addict people but I don't see this replacing any Starbucks stores or catching on across the US, cause essentially it's just Starbucks with individual store names. And at that how would people spread the name of the coffee shop if it's not the same on every corner? I have questions, Mr. marketer.