I think it's a good idea!
I've only ever had one cup of coffee from a franchise. Two in the morning at a motorway service station (which in my opinion is the best time to visit one.)
I spent a few moments looking at the confusing array of names but couldn't work out what the hell was what.
Me: Err, could you do me a large ordinary coffee?
Helpful lady behind counter: How about an Americano?
Me: What's that?
HLBC: Black coffee.
Me: Umm, I wanted a white coffee.
HLBC: Would you like me to put some milk in it for you?
Me: Oh ta! Thanks very much.
And she didn't charge me extra for the milk.
Phlegmatic British working woman 1, Media-type focus-group fancy naming scheme 0.