Goodwill was brewing at a Starbucks in St. Petersburg, Fla., on Wednesday morning when a customer at the drive-through window decided to "pay it forward" and buy coffee for the next person in line.

Instead of just accepting the free drink and moving on, however, that customer returned the favor and bought a drink for the next person in line at the drive-through.

It happened again... and again... and again, until 378 customers had purchased drinks for the strangers in line behind them, a "pay it forward" chain that lasted nearly 11 hours.

"It makes your day better, I think," customer Lexie Kane told The Tampa Bay Times.

More than 330 customers 'pay it forward' today at a St. Petersburg #Starbucks.http://t.co/nWmyhPU2BQpic.twitter.com/50VW18oXKj — Josh Rojas (@JoshRojasBN9) August 20, 2014

"Someone started a good thing and we’re just trying to carry the ball," customer John Myers told Bay News Nine.

The hot streak ended at about 6 p.m., when a woman insisted on just paying for her own drink.

Barista Vu Nguyen told the Times that the customer didn't seem to understand the concept.