Matsuya to Release 'Yatara Beef Bowl,' First Appearance of Shinshu's Local Dish, on July 7

At 10:00 a.m. on Tuesday, July 7, 2026, Matsuya will release the limited-time menu item ‘Yatara Beef Bowl,’ made with ‘yatara,’ a local dish from Shinshu, at Matsuya locations nationwide, excluding some stores. The release was announced on July 2 in a notice on the official website. It’s a refreshing bowl featuring finely chopped summer vegetables, designed for the hot season.

Shinshu’s Local Dish ‘Yatara,’ Matsuya-style

‘Yatara’ is a traditional Shinshu dish in which summer vegetables such as cucumber, eggplant, daikon radish, and carrot are finely chopped and combined with a kelp and soy sauce-based dashi, then served over rice. Matsuya’s version brings together crunchy chopped vegetables in a kelp and soy sauce-based dashi for a light, refreshing flavor. The chain is positioning it as a new summer proposal that’s easy to eat even in the hot season, highlighting how well it pairs with the beef or the Hamburg Steak.

Lineup: Five Beef Bowl Sizes and Japanese-style Hamburg Steak

The ‘Yatara Beef Bowl’ tops the Beef Bowl with chopped yatara, and comes in five sizes. The ‘Yatara Japanese-style Hamburg Steak Set Meal,’ pairing yatara with Hamburg Steak, debuts at the same time.

Yatara Beef Bowl	Price (tax included)
Small Serving	620 yen
Regular Serving	650 yen
Large Topping-Only Serving	820 yen
Large Serving	870 yen
Extra-large Serving	1,050 yen

For the Hamburg Steak items, the ‘Yatara Japanese-style Hamburg Steak Set Meal,’ which comes with Rice, Fresh Vegetable Salad, and Miso Soup, is priced at 830 yen (Single), 1,180 yen (Regular), and 1,580 yen (Triple); the ‘Yatara Japanese-style Hamburg Steak’ is priced at 730 yen (Single), 1,080 yen (Regular), and 1,480 yen (Triple). Also available are the ‘Yatara Japanese-style Hamburg Steak Only’ for 630 yen, and ‘Yatara Only,’ which lets you enjoy just the chopped yatara, for 200 yen. Shareholder benefit coupons can be used for the ‘Yatara Beef Bowl,’ ‘Yatara Japanese-style Hamburg Steak Set Meal (Single),’ ‘Yatara Japanese-style Hamburg Steak (Single),’ and ‘Yatara Japanese-style Hamburg Steak.’

Following May’s Store-limited ‘Yatarazuke’

Among ‘yatara’ items, ‘Yatarazuke’ appeared as a store-limited offering in May. This marks the first time ‘yatara’ has been featured as a nationwide menu item. The release begins at 10:00 a.m. on Tuesday, July 7, at Matsuya locations nationwide, excluding some stores. The Matsuya Foods official app is also distributing a coupon offering up to 100 yen off eligible menu items.