Online Books

“Whenever I go online, I can count on being confronted with a recipe that I never asked for and which, the moment I see it, I kind of want to eat. Recently it was 'Herby Chicken Caesar Schnitzel', which was accompanied by the kind of video that's carefully calibrated to stoke a craving. Here's the schnitzel being caressed by soft, amber bubbles in the pan. Here's a money shot, when a knife rasps demonstratively over the crust. Here's a green salad being twisted through a slippery dressing. It is slung on top of the schnitzel like a satin quilt on an unmade bed. 'She's crispy, saucy, cheesy and a little bit spicy,' the recipe developer, Jodie Nixon, explains in the voiceover. It was posted by Mob-- a hugely successful British recipe platform with an ensemble cast of recipe developers, popular on social media and among younger cooks.
Another day, it'll be an unsolicited close-up of a chicken thigh, fresh out of the pan, with tortoiseshell caramelized skin. 'They're crunchy, they're juicy,' Jordan Ezra King-- the cook-- says on the voiceover. 'Gonna do it with herby rice, and some nice pickle-y fresh crunchy salad.' Again, it was a recipe from Mob. Or how about those few weeks when my For You pages were hacked by an Instagram-famous sausage and gochujang rigatoni? You crumble and fry sausage meat until it's lightly browned, in pieces the size of granola clusters, then add gochujang, cream, shallot, Parmesan, breadcrumbs and a few other things. You can tell it's going to be aggressively pleasing in the same way as a McDonald's double cheeseburger. The recipe developer, Xiengni Zhou, narrates the video. 'It's quick, creamy, and kind of spicy,' she says, and the dish looks so good that you don't even care that you're getting déjà vu. The video has tens of thousands of likes, and it is also, unsurprisingly, from Mob.”
― Ruby Tandoh, All Consuming: Why We Eat the Way We Eat Now