This article confirmed my suspicion.
Besides a wide variety of flavors and roast selections (with French Vanilla available as a light roast), Target’s coffee is indeed my cup of.. coffee.
So far I’ve only began the French Vanilla bag, but it tastes delicious. It actually tastes a lot like coffee shop coffee. It’s very fresh, very smooth, and the vanilla flavoring is just right — not overpowering, but pleasantly tasty.
I also got the plain light roast. It costs about $3.50 less than a bag of Starbuck’s blonde, if it’s good, it will probably be my new main.