The 21st century is all about convenience. As far as coffee goes, there is a segment of people who are willing to go out of their way to get a good cup of coffee, who would never dream of going to Tully's or Starbucks, and then there is the much larger segment: people who want coffee on the go. These people will get coffee in drive-throughs or in shops they see on their way to their ultimate destination. They value efficiency over taste. These people are fickle: if they see a line in one coffee shop, they have no problem going to another. If Tully's was line-free, they would be a much more desirable destination.
The other thing about this coffee-convenience segment? They're affluent, and most likely have smartphones. Tully's could make a app for these consumers that could eliminate the wait time turnoff. This app could allow users to place their order, pay online, and input a desired finish time for their coffee. They walk into the store, pick up their order, and leave.
This app is great for three reasons: first of all, it changes the point of purchase, forcing these fickle customers to commit to Tully's. Secondly, it makes Tully's seem more convenient than McDonalds or Starbucks, even if the actual location of the store is less convenient. Finally, it could integrate with Facebook for its deals and social features, which could quickly spread the word.
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