You’re probably already familiar with Food52, Amanda Hesser and Merrill Stubbs’s cool start-up that began as a crowd-sourced cookbook and became a community of more than 50,000 cooks (a mix of amateurs and pros) who share recipes, stories, and tips.
Hotline is the site’s popular Q&A service, where cooks consult other cooks about anything, anytime (like what to do with a broken mayonnaise or how to substitute buttermilk in biscuits). People can make inquiries via the site, Twitter, or the iPhone app, and fellow cooks weigh in with answers in real time. Whole Foods, who partnered with Food52 last year, is using the hotline service under the name FoodPickle, but the start-up has plans to go even bigger.
“We want to distribute what we do around the Web. We’re building a widget that can be embedded in food blogs and sites that would expand our reach to a much wider audience.”
A much larger audience: Food52 will transition from answering 20 to 40 questions a day, to thousands.
If you’re not familiar with the site, go check it out–Genius Recipes, a weekly cooking column by Kristen Miglore, is an excellent place to find a bit of culinary inspiration.