Each day, the site posts a list of key ingredients and participants come up with unique recipes incorporating one or more of them. Over the course of a 12-hour window, visitors to the site vote for their favorite recipe based on food photos and other supporting materials. Participants can be as creative as they'd like in uploading persuasive text, photos, and videos to gain votes.

This contest takes advantage of what has become an existing behavior, photographing and sharing ones own culinary creations. Each morning, the previous day's winner is announced and a food-related prize is awarded.