I think the assumption is that Starbucks is where practically everyone goes and that it is a brand name that everyone will recognize. In that sense it does tap a bit of a universal language. I don't drink coffee and I know when someone says Starbucks they are referring to coffee. I'm guessing the end copy was meant to work more off a shared cultural touchstone than it was to appeal only to Starbuck's customers.
It is interesting when you consider that the end copy makes several assumptions about what the shop's customers might think. That can be dangerous, as we've already proven in this case. If you don't like Starbuck's coffee, or think it's all that great, a claim that another shop sells coffee that is better than Starbucks really won't motivate you all that much.
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