Matsuya to Hold 'Matsuya Mobile Order Triple Point Campaign' for 60th Anniversary, June 16-30

In an official announcement dated June 15, 2026, Matsuya announced it will hold the ‘Matsuya Mobile Order Triple Point Campaign’ as part of its 60th founding anniversary measures, running for 15 days from 0:00 on Tuesday, June 16, 2026, to 23:59 on Tuesday, June 30, 2026. Orders placed through Matsuya Mobile Order during the period will earn triple the usual Matsuya Points. Matsuben Net and Matsuben Delivery are not eligible — of the three ordering channels within the Matsuya App, only the middle one, Matsuya Mobile Order, is covered.

Campaign Overview

Item	Details
Period	0:00, Tuesday, June 16, 2026 – 23:59, Tuesday, June 30, 2026
Eligible Service	Matsuya Mobile Order
Ineligible Services	Matsuben Net / Matsuben Delivery
Reward	Matsuya Points awarded at 3x the usual rate
Basis	Order date and time
Duration	15 days

Eligible Stores and Cross-Brand Coverage

Eligible stores are all nationwide locations across the eight brands that have adopted Matsuya Mobile Order: Matsuya, Matsunoya, My Curry Shokudo, Shoken Chinese Dining, Matsutaro, Steak-ya Matsu, Steak Set Meal & Bowl Matsugyu, and Tukkun². Rather than being limited to Matsuya alone, the triple-point condition applies uniformly across the group’s brands. Note that highway parking area (PA) locations and the Narita Airport Terminal 3 store are excluded.

Matsuya Points’ Standard Earn Rate and the Reward Level Under the Triple-Point Campaign

Matsuya Points has six membership ranks — Regular, Bronze, Silver, Gold, Platinum, and Diamond — based on usage history, with the earn rate varying by rank. The standard Mobile Order earn rate is set lower than the rate for Matsuben Net, but during this campaign period, each rank’s earn rate is simply tripled as-is. Since ranks rise based on cumulative monthly spending, usage during the campaign period also helps toward moving up a rank.

Design Aimed at Driving Mobile Order Adoption

The Matsuya App’s ordering channels are split into three: Matsuben Net (bento reservations), Matsuya Mobile Order (dine-in and bento), and Matsuben Delivery (home delivery), and this campaign is designed to concentrate the triple-point boost solely on the middle channel, Matsuya Mobile Order. The announcement text lists eight payment methods available for advance payment — ‘PayPay, d Barai, Rakuten Pay, au PAY, Merpay, Alipay+, WeChat Pay, and credit cards’ — and explicitly makes a comparative pitch against the in-store ticket vending machine, stating it’s ‘a better deal than buying from the ticket vending machine.’ The setup is aimed at shifting customer behavior from the in-store ticket machine toward Mobile Order.

Positioning Within June’s 60th Anniversary Measures

Around the Matsuya App, June has seen a continuous string of takeout- and app-related measures under the 60th anniversary banner. This campaign runs alongside the ‘60th Founding Anniversary PayPay Coupon’ (up to 10% cashback, with up to 40% cashback on June 15–16 only, running June 1–30), the ‘Side Dish Takeout Bulk Deal’ (June 2–15), the ‘Bowl & Bento Point Boost Campaign’ (+50 points on three items including the Kimchi Kalbi Bowl, June 16–22), and the ‘PayPay Scratch Lottery’ (scheduled to start June 19). At 15 days, this is the longest-running measure in this month’s 60th anniversary lineup, positioning it as the core initiative driving Mobile Order adoption through the latter half of June.

Comparison With Past Point-Multiplier Campaigns

The most recent point-multiplier promotion was the ‘Matsuben Net Double Point Campaign,’ held for 17 days from May 1 to May 17, 2026. Where that campaign targeted Matsuben Net at double points, this one targets Matsuya Mobile Order at triple points — swapping out both the eligible channel and the multiplier. While the multiplier was raised from 2x to 3x, the duration was slightly shortened, from 17 days to 15 days. This suggests an operating pattern of rotating which of the app’s three channels gets the multiplier treatment each month, gradually raising average points earned per use.

Combination With New Member Benefits

The announcement text also notes a ‘100-point gift for new member registration,’ meaning new registrants to the official Matsuya Foods app can obtain both the 100-point registration bonus and this campaign’s triple points at the same time. The eligible period also overlaps with the standard 10% cashback window of the ‘60th Founding Anniversary PayPay Coupon,’ so pairing PayPay payment with a Mobile Order purchase makes it possible to double-dip: triple Matsuya Points plus 10% PayPay Point cashback.