The Krabby Patty is the signature burger served at the Krusty Krab in SpongeBob SquarePants, the Nickelodeon cartoon that first aired in 1999. Its secret formula is a long-running joke in the series, with owner Eugene H. Krabs protecting it and rival Sheldon J. Plankton repeatedly scheming to obtain it. Because the gag is so familiar, short clips of the phrase circulate widely in meme edits, cooking videos and reaction posts. Creators keep returning to it as a quick shorthand for any secret recipe, hidden method or closely guarded idea.