Matsuya's Store-Limited "Grilled Eel Bowl" Delisted

It has come to light that Matsuya’s store-limited “Grilled Eel Bowl” disappeared from the store-limited menu page on the official website on September 22. The item had been sold as a store-limited product since August 25, meaning it was delisted after roughly four weeks.

From Nationwide Menu to Store-Limited Comeback, Then Delisting

The Grilled Eel Bowl first appeared this summer as a nationwide limited-time menu item. It went on sale on Matsuya’s official menu starting June 23, 2026, and disappeared on August 11, 2026 — a run of about seven weeks.

After that initial run ended, the Grilled Eel Bowl made a comeback as a store-limited item on August 25, 2026. The official X account announced that same morning: “Starting 10:00 AM on Tuesday, August 25, the ‘Grilled Eel Bowl’ is back as a store-limited item 🎉.” On the store-limited menu page itself, notice of the comeback had already begun on August 20, 2026, ahead of the launch.

Then, on September 22, 2026, the Grilled Eel Bowl dropped off the store-limited menu listing. Having gone through a nationwide launch and end, then a store-limited comeback, it has now also ended its run as a store-limited item.

The store-limited Grilled Eel Bowl came with a specially crafted miso soup for 980 yen — grilled eel kabayaki laid over a bed of rice, served with a small packet of sansho pepper. The same announcement also featured the “Eel Combo Beef Bowl,” which paired grilled eel kabayaki with the Beef Bowl (1,180 yen, also with the specially crafted miso soup). The promotional graphic featured the words “Store-Limited Grilled Eel Bowl” set prominently against a gold background decorated with Japanese-style patterns.

Rolled Out at 736 Stores Nationwide, with a Stark Divide Between Kanto/Kinki and Kyushu/Okinawa

The store-limited Grilled Eel Bowl was offered at 736 of the chain’s 1,217 stores nationwide (60.5%). Coverage varied sharply by region.

Prefecture	Stores Offering It	Coverage Rate
Tokyo	289 / 338	85.5%
Hyogo	30 / 36	83.3%
Kyoto	13 / 16	81.3%
Kanagawa	88 / 112	78.6%
Osaka	74 / 111	66.7%
Saitama	59 / 103	57.3%
Chiba	43 / 77	55.8%
Aichi	28 / 54	51.9%
Fukuoka	14 / 32	43.8%
Hokkaido	7 / 25	28.0%

Meanwhile, ten prefectures — Okinawa, Kagoshima, Oita, Miyazaki, Kumamoto, Aomori, Kochi, Nagasaki, Shimane, and Saga — had no participating stores at all. Coverage was concentrated in major urban areas of Kanto and Kinki, while Kyushu and Okinawa were left almost entirely without the item.

The 736 participating stores stayed unchanged in number from the August launch all the way through this delisting. The scale also stands out compared with past store-limited menu items — the “Hamburg Steak with Black Carbonara Sauce,” sold as a store-limited item in May and June, was offered at only around 70 stores.

A Broader Store-Limited Menu Changeover on the Same Day

On September 22, several other store-limited menu items were also removed from the listing alongside the Grilled Eel Bowl. “Chunky Chicken Marengo-style Set Meal (Tomato),” “Chunky Chicken Marengo-style Set Meal (Fond de Veau),” “Teriyaki Egg Hamburg Steak & Teriyaki Egg Chicken,” and “Pork Chap Set Meal” were all delisted together. The timing coincided with a broader changeover of summer limited-time menu items.

On the official X account on September 20, 2026, a post about another item, the “Beef Short Rib & Offal Bowl,” read: “Sale will end soon (╹◡╹) Now’s your chance for one last bite ✨.” It reflects a broader turnover of limited-time and seasonal menu items now underway as the season changes.