[TamDenholm]

As many others have said, iPhone app definitely. This will make the site more casual.

For the "pivot" i'd perhaps suggest trying to get people to document recipes with multiple pictures, this lets you target the more hard core user. Theres an excellent blog that i love reading that gives a good example of what im describing: http://smittenkitchen.com/

[evbart]

I like the recipe ideas, there's not a lot of good recipe content out there, and photos are key