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"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." - Tejal Rao