Haven't tried the app but looking at the side I have a couple of thoughts. You're going to have a mine of user-generated content. Sync the recipes with a serve

Haven't tried the app but looking at the side I have a couple of thoughts. You're going to have a mine of user-generated content. Sync the recipes with a server and let people publish their recipes as well as comment on them. Make the recipes public and add a link to the iPad app on every Internet web page. Implement a scoring system. Give people points for publishing their recipes with multipliers based on comments/upvotes to encourage sharing. Allow people to put in the ingredients they have and give them a selection of dishes with options to have dishes that include those ingredients, or dishes that only have those ingredients. Sync the details of what ingredients people have, anonymise it - you can sell this. Use the geo-location capability to find nearby supermarkets. Add in the capapbility to get online vouchers for discounts from supermarkets. Again, you can charge the supermarkets to reach your customers if you have enough.