For 36 whole days now, the Krusty Krab has had not a single customer. When a fish suddenly enters the restaurant with shabby and old clothes, Mr. Krabs senses the end of this "drought", and asks SpongeBob to prepare a Krabby Patty. The potential customer believes, however, that good food alone nowadays no longer suffices. The ambience in which to dine is an important component and, according to him, the Krusty Krab is anything but attractive. Depressed, the fish continues crawling away, looking for food and an appealing atmosphere.
Mr. Krabs refuses to believe that the atmosphere is crucial, but he hears a short conversation later with two happy fish. One of the two said he was on the way to a different restaurant, one with a talking dog (although the fish aren't sure what a dog exactly is, being sea creatures).
Mr. Krabs realizes that he has to come up with something to make the Krusty Krab again attractive to his clientele.
SpongeBob has an idea: he proposes to offer colorful burgers, "Pretty Patties". Since his suggestion warrants only laughter by Mr. Krabs and Squidward (who then, jokingly, proposes shakes with sequins and fries with bowties), SpongeBob himself opens a stand in front of his house to sell the Pretty Patties. He immediately wins over Patrick as the second salesman. For a time, however, not a single inhabitant takes notice of this newly established "business", until finally a neatly dressed gentleman passes by and asks if there is something to eat there.
SpongeBob shows him a green burger, whereupon the gentleman first also breaks out into laughter. But when he sees that there is also a purple burger to choose from, he is enthusiastic, as this is his favorite color. Within a short time, the number of customers is growing to more than 40,000 and even television reports on the "latest culinary sensation in Bikini Bottom".
Meanwhile, SpongeBob and Patrick even give away a lot of their money because they do not know what to do with all the income. Mr. Krabs is completely shocked when he sees the reports on TV. He tells SpongeBob to take a deal: he takes the Pretty Patty stand and SpongeBob gets the Krusty Krab (complete with the key, Squidward, and all his beloved squeaky pickles). SpongeBob agrees to take over the Krusty Krab, the goal of his dreams realized. When Mr. Krabs waits for his customers the next morning at his newly acquired booth, a large number of residents suddenly come and complain. The consumption of the Pretty Patties has led to the fact that body parts have discolored according to the burgers' colors. Mr. Krabs escapes and is chased by the huge mob, trying to get SpongeBob to open up the Krusty Krab to let him in. SpongeBob, however, cannot hear him as he is too busy listening to his favorite sound of squeaking pickles.