Matsuya Official App's Push Notification Touts Today's 'Shkmeruli' Launch as 'The World's Best Way to Eat Garlic'

At 10:31 AM on June 16, 2026, the Matsuya official app sent a push notification for ‘Shkmeruli,’ which launched at 10:00 AM that same day, Tuesday, June 16. The notification title read, ‘“Shkmeruli,” also called “the dish that lets you enjoy garlic 🧄 in the most delicious way in the world,” on sale simultaneously at Matsuya locations worldwide❗️’ and the body read, ‘A Georgian regional dish 🇬🇪 of tender chicken stewed in a garlicky white sauce with cheese.’ The notification pairs the dish’s own composition with the catchphrase ‘the most delicious way to eat garlic in the world,’ making it a notification centered on introducing the dish itself.

Notification Text

Item	Content
Delivery Time	10:31:22 AM, Tuesday, June 16, 2026
Title	“Shkmeruli,” also called “the dish that lets you enjoy garlic 🧄 in the most delicious way in the world,” on sale simultaneously at Matsuya locations worldwide❗️
Body	A Georgian regional dish 🇬🇪 of tender chicken stewed in a garlicky white sauce with cheese
Attached Image	None

Notification Design Centered on ‘Introducing the Dish’ Right After Launch

About 31 minutes after today’s 10:00 AM launch, at 10:31 AM, the notification pushes the dish’s recognition and characteristics through its own composition (chicken, garlic, white sauce, cheese, a Georgian regional dish) paired with the catchphrase ‘the most delicious way to eat garlic in the world.’ Rather than transactional terms like a discount, points, or a deadline, the notification body brings the description of the dish itself to the front — a design that reads as a direct push to raise awareness of Shkmeruli. The 10:31 AM delivery time falls right after the launch, in the gap between the breakfast and lunch windows, a time slot that can prompt consideration of the dish as today’s lunch option.

Details of the Menu Item in Question

The notification refers to ‘Shkmeruli,’ which was added to the official menu today, Tuesday, June 16, at 10:00 AM. It comes as five items in total: four Regular-style (Set Meal 1,090 yen, Rice Set 990 yen) and Hot Pot-style (Hot Pot Set Meal 1,190 yen, Hot Pot Rice Set 1,090 yen) variations, plus a dedicated topping, ‘Extra Cheese,’ for 120 yen. The two Hot Pot-style items are treated as Store-limited. It is being rolled out as the Worldwide Simultaneous Matsuya Shkmeruli Revival, a 60th Founding Anniversary project.

Where This Fits in the Sequence of Shkmeruli-Related Announcements

Shkmeruli-related announcements have followed a sequence: the official X post on June 3 previewing the recording session with Teimuraz Lezhava, Ambassador of Georgia to Japan, and Mie Sonozaki; the June 9 preview of the ‘60th Founding Anniversary Shkmeruli Festival’; the official announcement dated June 11 unveiling the ‘Worldwide Simultaneous Matsuya Shkmeruli Revival’; the June 12 official X post announcing the launch with the 60th anniversary key visual; a teaser posted the previous day, June 15, at 18:05; and today’s simultaneous rollout at 10:00 AM of the four official menu items plus Extra Cheese alongside the official X Follow & Repost Campaign (1,000 points to 30 winners, closing June 22). Within this sequence, a notification introducing the dish was additionally sent to Matsuya App members about 30 minutes later.