Have you ever seen the TV show Cheers? There was a character on that show named Norm Peterson who was such a regular at the bar that everyone (patrons and staff) called out "Norm!" every time he entered. In one episode, a man stopped by the bar and commented that he hadn't been there in 20 years and so much had changed..."There used to be a fireplace over there," he told the waitress. "Where?" she asked. "Right behind Norm," he replied. (He hadn't been there in 20 years, but he still recognized Norm!)
So Kelso was comparing himself and the way he hangs out at Coffee Bucks to Norm from Cheers.