Chicago startup Morsel is building a social network centered on fancy cooking

Gigaom

If you’re a foodie craving more from your food porn than just blurry photos of steamy dishes shot by tipsy diners, then you might want to check out a new social network built by Morsel. The Chicago startup wants to bring cooks, not diners, to the forefront of its network.

Morsel is highlighting the creativity that goes into cooking their dishes, picking their ingredients and planning their menus – and in the process feed the growing cult of the celebrity surrounding chefs today. So instead of tweets, shares or pins, the basic content component of the social network is called the Morsel, an in-depth “story” composed of photos and text designed to feature a particular dish, ingredient, food pairing, foodie travel note or any other form of culinary inspiration a cook might have.

A Morsel posting as seen on the iPhone app (source: Morsel) A Morsel posting as seen on the iPhone app (source: Morsel)

Those Morsels go into the social…

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