The Plan? (Nathan For You)

About

The Plan? is a phrasal template meme referencing the show Nathan For You in which absurd events that could plausibly be business plans proposed by Nathan Fielder are described in a style similar to how he presents them in the show, starting with or including the phrase, "The plan?" The meme was popularized on X (Twitter) in 2018 and continued to inspire variations over the following years.

Origin

On July 27th, 2018, X^[1] user @DannyVegito posted an image of Nathan Fielder taken from Nathan For You, a show in which Fielder gives often absurd and comedic business advice to small businesses and helps them implement the plans, along with the caption, "The plan? Combat the exorbitant price of movie tickets by offering a low monthly fee that allows subscribers to see as many movies as they want and pay for it by hemorrhaging money out of a venture capitalist's bank account," garnering roughly 10 likes in six years (shown below). This is the earliest known example of the meme and references MoviePass.

The same X^[2][3] user posted two more examples of the meme, one on July 29th, 2018, and one on February 4th, 2020, garnering over 2,800 likes and 24,000 likes respectively in six years (shown below, left and right). The latter example was reposted to /r/nathanforyou^[4] on February 4th, garnering over 600 upvotes in four years.

Spread

The meme spread over the following years, inspiring numerous viral examples. On June 23rd, 2020, X^[5] user @kelseybuckles posted a version of the meme referencing the COVID-19 pandemic, garnering over 200,000 likes in four years (shown below). It was reposted to /r/nathanforyou^[6] that day, garnering over 3,700 upvotes in four years.

On November 7th, X^[7] user @steev____ posted a version of the meme about Four Seasons Total Landscaping that garnered over 87,000 likes in four years (shown below, left). On December 16th, 2021, X^[8] user @AndieIsOnline posted a version of the meme that gained over 2,900 upvotes in three years (shown below, right).

On August 9th, 2022, a version of the meme was posted to /r/betterCallSaul^[9] that garnered over 1,700 upvotes in two years. On December 30th, 2023, X^[10] user @CaitPoli posted a version of the meme referencing the Pop-Tarts Bowl mascot that gained over 6,700 likes in a month (shown below, left). On January 25th, X^[11] user @DannyVegito, the purported originator of the trend, posted a version referencing thje Dune 2 sandworm bucket, garnering over 3,800 likes in a day (shown below, right).

Various Examples

Search Interest

Unavailable.

External References