Matsuya's Official X Account Reveals 'Matsuya Original Sauce Roast Beef' with Photos Ahead of July 28 Launch

On the evening of July 24, Matsuya’s official X account (@matsuya_foods) once again announced the new menu item “Matsuya Original Sauce Roast Beef,” set to launch July 28 at 10:00 a.m., this time with photos of the actual dish. The post touted it as “a new menu item for indulging in roast beef, with looks and volume to match!” — ramping up the promotion four days ahead of launch.

The item had already been previewed in an official Matsuya announcement dated July 23, making this X post the second announcement ahead of the actual launch. The official X account also showed the plating and the full lineup of four variations in photos, layering on the promotion just before launch.

A Dish Wrapped in Egg Yolk and Two Sauces

The published photo centers on thinly sliced Roast Beef piled high, topped with a single glistening egg yolk at its center. One side of the Roast Beef is drizzled with a white, creamy sauce, while the other carries a deep reddish-brown sauce mixed with what look like coarsely chopped condiments. Chopped scallions finish the plate, and the presentation plays up the contrast between the beef’s rosy pink cross-section and the yolk. Beside the dish sits the tagline: “A melting indulgence — a dish of bliss for all five senses.”

Four Variations in Total, Only Option Comes with Miso Soup for 880 Yen

The lower part of the photo lines up three variations alongside the Only option: “Double,” with extra layers of Roast Beef; “Founding Beef Curry and Rice,” paired with curry; and “Beef Bowl,” served over Beef Bowl. Including the Only option, that makes four variations in total. The prices match the official announcement, as follows.

Menu	Price
Matsuya Original Sauce Roast Beef (Only, served with Miso Soup)	880 yen
Matsuya Original Sauce Roast Beef Double	1,470 yen
Matsuya Original Sauce Roast Beef Founding Beef Curry and Rice	1,380 yen
Matsuya Original Sauce Roast Beef Beef Bowl	1,150 yen

The lineup spans a range of price points, from the Only option for enjoying the Roast Beef on its own, to the larger-portion Double, to arrangements paired with curry or Beef Bowl.

Two New Menu Items Launch Simultaneously on July 28

July 28 at 10:00 a.m. isn’t just about this Roast Beef. In the same July 23 official announcement, Matsuya also revealed that it will launch “Mirai no Lemon Sour” in limited quantities starting at 10:00 a.m. that same day. It comes in two varieties, Original and Plain, each priced at 290 yen, and will be available at select Matsuya and Matsunoya locations.

With a new food menu item and a limited-quantity drink both arriving at the same hour, July 28 shapes up as a day of overlapping new menu launches for Matsuya. The official X account’s photo-driven push just ahead of launch appears aimed at building buzz for the day.