A more likely theory is that Starbucks launched the regional pilot campaigns in markets where it faces the most direct competition from chains of their ilk — The Dunkins and Tim Hortons of the world — which have deeply entrenched iced coffee menus but have not yet widely released cold brew drinks. Starbucks' introductory markets included stores in Philadelphia, New York and Dunkin'-loving Boston, where an even earlier test run for Starbucks' cold brew was launched in 2014 (San Francisco was the only other market involved in that test).