Chairs aren’t magic, we know roughly what’s good or not. You don’t need a PhD to choose a good chair. A mom and pop could just copy the chair too.
The chains outcompete on marketing, leverage with vendors, etc.
They put a huge amount of effort into baseline quality because it’s incredibly hard to pull off across 1000s of stores staffed by people who don’t have any incentive to care.
Customers in store A might have wildly different preferences to customers in store B. Starbucks can't account for that - small stores can.