Why it's hot: Starbucks has been investing in high -
end roasteries to fix its «basic» image problem, and it's generating tons of buzz with limited - time drinks like the Unicorn Frappuccino.
That's part of why Schultz is leaving the CEO post to focus on the company's new Reserve chain of stores, a higher -
end brand based on the Starbucks Reserve
Roastery that will sell specialty coffees and upscale food.