This is a social network enabling customers to share and discuss their ideas about new service developments in Starbucks. Customers can contribute their new service ideas online, read others’ ideas, enhance and discuss shared ideas with others online, as well as vote and evaluate new service ideas. Starbucks uses this social network for empowering the role of customers in the service ideation and evaluation process and also as a valuable source of market intelligence for identifying and implementing service ideas. Customers’ ideas frequently relate to the design of sustainable practices such as using reusable cups, purchasing from coffee suppliers from developing countries, the design of energy saving retail outlets, and the development of marketing campaigns for promoting fair trade coffee.