Amanda Hesser and Merrill Stubbs wanted to reach home cooks at just the moment they need it most—when a crisis hits in the kitchen. They created a hotline on Twitter. People can ask questions like "Help! Does my caramel look right?" and receive immediate answers, 24-hours a day, from a community of cooks around the world.
It occurred to us that much of what we loved about food and cooking -- the sharing and socializing -- wasn’t yet possible online. While poker enthusiasts and celebrity-stalkers ran together in packs, we were left to surf for recipes alone. We wanted to give people from all over the world a way to exchange their ideas and to celebrate each other’s talents. And we wanted to create a buzzing place for others who do what we do all day long: talk about food!
The @food52hotline extends the @food52 online community, which creates crowdsourced cookbooks, hosts recipe challenges and connects enthusiasts to each other. Now home cooks have a community even without a crisis.