He is a light purple octopus with dark purple lips and wears a white chef's hat and a light green bow tie.
During the episode, he is seen at the Snack Bar selling hot dogs to customers at Goo Lagoon. Plankton tells SpongeBob to "assert" himself to get to the front of the line. SpongeBob then stretches his tongue to steal the hot dogs out of the octopus vendor's tentacles, causing his customers to leave the Snack Bar, disappointed.
Near the end of the episode, SpongeBob extends his tongue and returns the hot dogs he stole to the octopus vendor's customers, who then eat the hot dogs. The octopus vendor then changes the "closed" sign at the Snack Bar to "open."