[Matsuya] Shinshu Traditional Flavor "Yatara" Debuts with "Yatara Gyumeshi" Launch

Matsuya Foods Co., Ltd. (Headquarters: Musashino City, Tokyo; President: Kazutoshi Kawaragi) will begin selling "Yatara Gyumeshi" at its "Matsuya" beef bowl, curry, set meal, and other rice bowl restaurants starting at 10:00 AM on Tuesday, July 7, 2026.

A refreshing and light flavor combining crisp vegetables with a base of kelp and soy sauce broth.

This is Matsuya's new summer offering, which pairs perfectly with beef bowls and hamburgers, and is easy to eat even in the hot season.

The Shinshu regional dish "Yatara" makes its first appearance at Matsuya. "Yatara" is a traditional Shinshu dish where summer vegetables are finely chopped and served over rice with a broth made from ingredients like kelp and soy sauce. We've created a dish where the texture of chopped vegetables such as cucumber, eggplant, daikon radish, and carrot, along with a refreshing umami, perfectly complements the rice and the meat in our beef bowls. In addition to "Gyumeshi," we will also offer the "Yatara Japanese-style Hamburger Steak Set Meal," which pairs the dish with our juicy hamburger steak. For those feeling tired from the early summer heat, please enjoy Matsuya's summer masterpiece "Yatara," which offers a crisp and refreshing taste – "Yatara, umai" (deliciously good) – on this occasion.

Product Name Yatara Gyumeshi Small Portion 620 yen

Yatara Gyumeshi 650 yen

Yatara Gyumeshi "Atama" Large Portion 820 yen

Yatara Gyumeshi Large Portion 870 yen

Yatara Gyumeshi Extra Large Portion 1,050 yen

Yatara Japanese-style Hamburger Steak Set Meal Single 830 yen

Yatara Japanese-style Hamburger Steak Set Meal 1,180 yen

Yatara Japanese-style Hamburger Steak Set Meal Triple 1,580 yen

Yatara Japanese-style Hamburger Steak Single 730 yen

Yatara Japanese-style Hamburger Steak 1,080 yen

Yatara Japanese-style Hamburger Steak Triple 1,480 yen

Yatara Japanese-style Hamburger Steak (Side Dish Only) 630 yen

Yatara (Side Dish Only) 200 yen

*Prices include tax.

*Takeout is available. For takeout orders, miso soup is an additional charge.

*Shareholder discount coupons can be used for the above menu items (excluding triple portions).

Release Date Tuesday, July 7, 2026, from 10:00 AM

Participating Stores Matsuya stores nationwide, excluding some locations

*For sales status, please inquire directly with the store.

▶▶Check for Great Deals

◎Great coupons available now! Order in advance for savings with "Matsu-Ben Net"! "Matsuya Foods Official App"

Information on various brands, mobile ordering, and Matsu-Ben Net. We also distribute great coupons.

URL: https://www.matsuyafoods.co.jp/mobile/

◎Supports a wide range of cashless payment options

Cashless payments offer great point rewards. It's very easy to use!

URL: https://www.matsuyafoods.co.jp/qr_payment/

◎Check campaign information currently running at select stores here!

You can check store-exclusive campaigns and stores where rice refills are free for set meals.

URL: https://www.matsuyafoods.co.jp/matsuya/kobetsu/gentei.html

◎Matsuya [Official] X (formerly Twitter) Account @matsuya_foods

We sporadically post a wealth of content including new menu items, various campaigns, region-specific information, and introductions to the many restaurants operated by Matsuya Foods.