Matsuya Marks All Three Taco Rice-Series Items 'To Be Discontinued Successively'

On May 21, 2026, the menu page on Matsuya’s official website added a “*To Be Discontinued Successively” note all at once to all three items in the “Taco Rice” summer menu series, which launched on Tuesday, May 5. This marks the discontinuation notice arriving just 16 days after launch.

Details of the Three Items Marked for Discontinuation

All three items are offered under the limited-time category. Prices and nutritional information are as follows.

Menu	Category	Price	Calories	Protein	Fat	Carbohydrates	Salt Equivalent
Taco Rice	Bowl	580 yen	637kcal	17.8g	18.0g	96.2g	3.4g
Sausage & Egg Taco Rice	Bowl	760 yen	793kcal	27.1g	30.0g	97.2g	4.1g
Hamburg Steak with Taco Salsa Set Meal	Set Meal	990 yen	1028kcal	37.9g	43.5g	113.8g	5.5g
Hamburg Steak with Taco Salsa Only	Set Meal (Only)	790 yen	624kcal	29.8g	41.3g	28.9g	3.9g

The Hamburg Steak with Taco Salsa comes in two sizes: the Set Meal (990 yen) and the Only option (790 yen). The Set Meal version, which comes with rice and salad, is 1,028kcal — the most substantial of the three items. Taco Rice and Sausage & Egg Taco Rice are listed under the Bowl category, while the Hamburg Steak with Taco Salsa Set Meal is listed under the Set Meal category.

Recent Timeline of Discontinuation Notices for New Menu Items

Since the May 5 discontinuation notices for the ground chicken series and Gorochiki, discontinuation notices have piled up at a pace of roughly one per week. Below is the number of days between launch and the addition of “To Be Discontinued Successively,” covering new menu items from April onward.

Date Notice Added	Menu	Launch Date	Days Elapsed
Tuesday, April 28, 2026	Stir-fried Chicken with Butter Soy Sauce Set Meal / Only	Tuesday, March 31, 2026	28 days
Tuesday, May 5, 2026	Chunky Stewed Chicken Curry and Rice	Tuesday, April 14, 2026	21 days
Tuesday, May 12, 2026	Salt-based Green Onion Bowl	Tuesday, April 21, 2026	21 days
Wednesday, May 13, 2026	Set Meal of Grilled Pork Loin	Thursday, April 23, 2026	20 days
Wednesday, May 13, 2026	Set Meal of Pork Steak	Tuesday, April 28, 2026	15 days
Thursday, May 21, 2026 (this time)	The three Taco Rice-series items	Tuesday, May 5, 2026	16 days

At 16 days, the Taco Rice items rank second-shortest recently, behind only the Set Meal of Pork Steak (15 days), which received its notice on May 13. New menu items since late April have consistently been marked for discontinuation within a month of launch.

In addition, discontinuation notices were also added on May 5 to the existing menu items Seasoned Ground Chicken & Egg Bowl and Tokuasa Seasoned Ground Chicken & Egg Bowl. Including this round of three Taco Rice items, a total of nine items have been marked for discontinuation in May alone. With the three Chimichurri Thick-cut Pork items launching on May 19 in between, the pace of lineup turnover is accelerating.

Discontinuation Notice During the Bundle Deal Campaign Period

Taco Rice and Sausage & Egg Taco Rice are among the five menu items eligible for the “Bowls & Taco Rice Bundle Deal Campaign” (Matsuben Net and Matsuya Mobile Order only, up to 250 yen off), running from 10:00 AM on Tuesday, May 19 through 11:59 PM on Sunday, May 31. This discontinuation notice was added during that campaign period.

Date	Development
Tuesday, May 5, 2026	The three Taco Rice-series items launch
Friday, May 15, 2026	The “Bowls & Taco Rice Bundle Deal Campaign” (May 19–31) is announced, with Taco Rice and Sausage & Egg Taco Rice included as eligible items
10:00 AM, Tuesday, May 19, 2026	The bundle deal campaign begins; the three Chimichurri Thick-cut Pork items launch at the same time
Thursday, May 21, 2026 (this time)	“To Be Discontinued Successively” added to all three Taco Rice-series items

The bundle deal campaign is set to continue through May 31, with 10 days remaining. The Hamburg Steak with Taco Salsa Set Meal, however, is not included in the bundle deal, meaning it is the one item among the three not getting a sales boost from the campaign.