"Our baristas are engaging in millions of conversations with customers every day," said Wheeler. "This is extending the experience into the online space."
The 48 idea partners that are monitoring the site for good ideas are "experts," according to Wheeler, in food, coffee, entertainment, and other areas across the organization. Overall, bringing all of these ideas together is all pro, no con, she says.
"I don't think there are any extreme challenges with the site," she said. "We're seeing a great range of ideas across the categories we've provided. We're leveraging the power of online communities to engage a bigger audience and have people rally around those ideas."