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To mark the 25th anniversary of SpongeBob SquarePants, Wendy’s is rolling out a limited-time menu inspired by the beloved children’s show, bringing nostalgic flair to fans across the globe. Known for its iconic square burger patties, Wendy’s “Krabby Patty Kollab” is a nod to one of pop culture’s most famous undersea creations. “It makes sense that two of the most iconic squares in pop culture are teaming up to bring a taste of this unique, limited-time experience to life for fans of all ages,” said a Wendy’s spokesperson in a recent press release.
This collaboration spans coast-to-coast in the U.S. and Canada and internationally, blending the power of nostalgia with the appeal of a unique menu twist.
Nostalgia as a Marketing Tool
The appeal of nostalgia has long been a driving force in marketing, especially for brands aiming to attract millennials and Gen Z. With millennials alone possessing over $2.5 trillion in spending power, companies have turned to nostalgia to spark emotional connections. As a result, many fast-food chains, including McDonald’s, Sonic, and Burger King, often bring back memorable menu items or create thematic offerings. Wendy’s latest SpongeBob SquarePants tribute plays into this nostalgia, delivering a fun twist for new and longtime fans.
SpongeBob and Wendy’s: A ‘Krabby’ Collaboration
At the center of the collaboration is the Krabby Patty, inspired by the veggie burger from the show’s famed Krusty Krab, where SpongeBob works as a fry cook. In Wendy’s real-world rendition, the Krabby Patty Kollab Burger features a quarter-pound beef patty, cheese, lettuce, tomatoes, onions, pickles, ketchup, mustard, and a toasted bun. This version comes with an extra slice of cheese and the mystery “Krabby Kollab Sauce,” a special recipe that Wendy’s is keeping under wraps.
Despite inquiries, Wendy’s remains tight-lipped about the sauce’s ingredients, stating only that it’s a “closely guarded recipe” meant to make every bite a memorable experience for fans of both Wendy’s and SpongeBob SquarePants.
The Krabby Patty’s Origins and Global Reach
The Krabby Patty first gained fame in SpongeBob SquarePants’ debut episode, where SpongeBob starts his journey as a fry cook. For over two decades, this fictional burger has captivated audiences, becoming an iconic part of the show’s underwater world. “SpongeBob SquarePants fans will now be able to enjoy imaginative interpretations of the legendary Krabby Patty through this unique collaboration,” noted Sherry Liu, Nickelodeon’s SVP of Studio Franchise Strategy, in a statement celebrating the milestone anniversary.
Since October 8, Wendy’s has introduced over 100 SpongeBob-themed foods at more than 250 participating restaurants, spanning cities from New York to Toronto, and even Mexico City. For U.S., Canadian, and Guam locations, fans can enjoy the Krabby Patty Kollab Burger and the new Pineapple Under the Sea Frosty—a tropical twist on the classic Frosty with mango and pineapple puree—through early November. Other locations will conclude the promotion on October 27.
Wendy’s Strategy Behind the SpongeBob Promotion
This collaboration brings a fresh and fun menu experience while driving customer traffic at a time when diners have become more selective with their restaurant choices. Wendy’s has recently focused on offering value to attract customers, and the Krabby Patty Kollab is well-aligned with this strategy. Because the burger is made with ingredients already on Wendy’s menu, it minimizes food waste and streamlines preparation, making it a win-win for customers and Wendy’s franchisees alike.
To bring this project to life, Nickelodeon and Paramount+ collaborated with Off The Menu and The MRG Group, both known for curating food-centered events. The collaboration marks just the start of anniversary celebrations for SpongeBob SquarePants, a show created by marine science educator Stephen Hillenburg that has become a cultural phenomenon.
For fans of SpongeBob and Wendy’s, this limited-time menu is a perfect chance to relive a slice of Bikini Bottom right at the drive-thru.
