Matsuya's Official X Account Announces Ongoing "Comeback Campaign" (Running Since May 1) on X — Up to 70 Yen Off for Members Dormant Six Months, a Reminder Push Three Days In

At 10:00 a.m. on May 4, 2026, Matsuya’s official X account (@matsuya_foods) posted an image announcing the “Comeback Campaign,” which has been running since May 1. The campaign is a coupon initiative aimed at dormant members — those who haven’t used Matsuben Net or Matsuya Mobile Order on the Matsuya App for over six months — offering up to 70 yen off on 12 target menu items. It runs through May 31.

Original Post Text

Exclusively for those who haven’t used the Matsuya App in over six months 🎉 A coupon worth up to 70 yen off is now being distributed! Details below ⇩

The post text is structured in three lines, focused solely on the target audience, the discount amount, and a prompt to check the details — leaving the campaign period and target menu specifics to the accompanying visual and the linked official announcement.

Campaign Recap

An overview of the campaign, which began at 10:00 a.m. on May 1, is as follows.

Item	Details
Period	Friday, May 1, 2026, 10:00 a.m. – Sunday, May 31, 2026, 11:59 p.m. (based on redemption date/time)
Eligibility	Matsuya App members who registered by October 31, 2025, and did not place an order via Matsuben Net or Matsuya Mobile Order between November 1, 2025 and April 30, 2026
Coupon Name	Comeback Coupon
Usage Limit	Unlimited use during the campaign period
Target Items	12 menu items (three discount tiers, from 30 yen off to 70 yen off)
Eligible Stores	Matsuya locations nationwide (excluding Haneda Innovation City Store, Narita Airport Terminal 3 Store, and stores inside parking areas)

Through the previous edition held in March, only Matsuben Net usage was considered, but this time Matsuya Mobile Order has also been added to the criteria, widening the net used to determine dormancy.

Announcement Timeline Since May 1

Today’s X post marks the second time this campaign has been communicated through an official channel.

Date	Channel	Format
May 1	Official Announcement	Campaign launch notice
May 4, 10:00 a.m. (this post)	Official X	Standalone reminder announcement

No push notification about this campaign has been confirmed through the app’s notification channel. Among May’s app-related promotions, push notifications for “Matsuben Net Double Point,” “Matsuben Debut,” and “PayPay Up to 15% Cashback” had already gone out first. This standalone announcement on Matsuya’s official X account appears to be a separate move, aimed at extending reach to dormant members outside the scope of those earlier push notifications.

The Timing: A Reminder Three Days After Launch

72 hours (three days) have passed between the campaign’s launch at 10:00 a.m. on May 1 and today’s X post at 10:00 a.m. on May 4. Positioned right in the middle of the Golden Week holidays, the timing lines up with a period when dining out with family or returning to one’s hometown tends to increase opportunities to use the app — making this a well-placed push reminder.

Among the cluster of Matsuya App campaigns running in May, this one is distinctive in being “limited to eligible members” with a mid-sized discount of “up to 70 yen off,” narrowly targeted at dormant members. Broadcasting it widely on X appears to be aimed at reaching those eligible members and prompting them to log back in and start using the Matsuya App again.

Where This Fits Among May’s Matsuya App Campaigns

As of today, May 4, the campaigns currently running around the Matsuya App are as follows.

Campaign	Period	Eligibility	Reward
PayPay Up to 15% Cashback	April 29 – May 6	All app members	Up to 200 points per use
Matsuben Net Double Point	May 1 – May 17	All Matsuben Net users	Double the usual points
Matsuben Debut	May 1 – May 31	Mobile Order users who haven’t used Matsuben Net	300 points (one-time only)
Comeback (this announcement)	May 1 – May 31	Dormant members inactive for six months or more	Up to 70 yen off on 12 menu items
Matsuben Day	Days containing the digit 2 each month	Matsuben Delivery users	Free 300-yen delivery fee

With separate campaigns running for each segment — “all members,” “active members,” “non-users,” and “dormant members” — May’s app-related push is built around a comprehensive set of initiatives covering every layer of the user base.