We are lucky in the San Francisco bay area to have many local roasters and coffee houses. Peet's started here, and Starbucks was started in Seattle by former Peet's employees. Many no longer drink the major brands such as Folgers, and even consider Starbucks to be inferior. Do you have any local shops where you can sample the many varieties of coffee? Do your markets sell coffee beans? Many prefer the strong French roast type, but I like a mild roast. I like Kona coffee and my favorite is Mexican. Baltimore Coffee Company and Castro Coffee Company are excellent mail order coffee suppliers.
We have a local Starbucks, but being in Canada it's all about Tim Horton's. Canadians aren't really into fancy coffee for the most part...the Starbucks are all struggling to make a profit.
Myself, I have tried some different coffees but always go back to the Folgers.