- Andrew McMains

NEW YORK Starbucks generated applause in the blogosphere last week for launching an online suggestion box, part of a broader, back-to-basics program CEO Howard Schultz laid out Wednesday at the company's annual meeting. Schultz, who returned to the top job in January after eight years as chairman, is attempting to turn around a company whose stock has lost nearly half its value during the past year.

The new site, called my-starbucks.com, went live Wednesday. It enables consumers to post ideas and vote on suggestions. The most popular ideas rise to the top, and users can track the ones Starbucks will implement.

The concept is similar to previous efforts by Dell (ideastorm.com) and Lego (legomindstorms.com), with each providing a combination of customer relationship management, public relations and consumer research.

"What a great tool to finally enable open co-authorship of the brand story," wrote one blogger in a Thursday blog posting on buzzmachine.com.

"It'll be interesting to see exactly how [Starbucks] handles this," wrote another blogger. "Hopefully they will learn from Dell how to evolve corporate culture to embrace consumer-generated ideas."

Yet another blogger wrote: "Maybe some good thoughts will be generated. Certainly it makes customers feel engaged with the brand. No doubt Starbucks should have opened itself up earlier. But, ultimately, as with all companies in a slump, the only entity Starbucks wants to please is Wall Street. Analysts' suggestions will go to the head of the line."

In the first few days, the most popular site-generated ideas included embedding Starbucks cards with customers' usual orders; establishing express lines; and offering healthier breakfast fare.

Starbucks could not be reached for comment at press time.