A combination of a lot of things makes or breaks a good cup of coffee, but since we're talking about a specific coffee brand, I'll just mention that how a brand roasts its coffee beans is a major factor.

I've had terrific coffee in Vietnam, producer of supposedly inferior "robusta" type coffee, because the roaster knew how to roast that type of beans. I've also had the misfortune of tasting an over-roasted Blue Mountain coffee, supposedly among the best in the world, butchered by a boutique coffeeshop owner in Taipei, a friend of a friend, who proudly called it his "specialty roast" and has it for ~ US$7 on his menu.

Personally, I find the coffees of Dunkin Donuts, McCafe, and even Folgers and Maxwell House all drinkable on their own merits. I also find that some (not many) "specialty" coffees are well worth their premium. But FreshBrew, whatever they did with the beans, comes out tasting like tar and burned grass. It's still available on American Airlines, something specialty in the air.