Someone posted a survey they'd received in regards to a beef stroganoff recipe, asking them when they wanted to received notifications. One of the options was 'only if something big happens' (paraphrasing from memory).

Absurd and ridiculous, so it's been picked up as a meta thing (you'll see people commenting about whether something big has happened), but others don't know the origin so now we're just seeing general beef stroganoff themed memes and puns.

But I love this meme format. I've no beef with it.