Matsuya Swaps Thumbnail for Aug. 11 Launch of 'Beef Short Rib & Offal Bowl' and More to Real Food Photo

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title: “Matsuya Swaps Thumbnail for Aug. 11 Launch of ‘Beef Short Rib & Offal Bowl’ and More to Real Food Photo” categories:

• official tags:
• news
• coupon
• announcement
• app
• discount published: true created_at: “2026-08-07T12:23:20+09:00” updated_at: “2026-08-07T13:33:46+09:00” thumbnail: “https://cdn.gyumesy.com/articles/cncet2/thumbnail.webp” ogp_image: “https://cdn.gyumesy.com/articles/cncet2/ogp.png” source_url: “https://www.matsuyafoods.co.jp/matsuya/whatsnew/menu/167268.html” editor_comment: “Win with words, or win with the real dish? A modest outfit change for an announcement thumbnail, four days before launch.” description: “Matsuya has replaced the thumbnail on its announcement for two new items launching August 11, the ‘Beef Short Rib & Offal Bowl’ and ‘Matsuya’s Yakiniku Beef Bowl’. The version built around the "Iron Plate, Straight to the Point." catchphrase gave way to a real-food photo with both items joined in a single bowl.” related_articles:
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Matsuya has swapped the thumbnail shown in the list for its announcement of two new items, the “Beef Short Rib & Offal Bowl” and “Matsuya’s Yakiniku Beef Bowl,” which go on sale at 10:00 a.m. on Tuesday, August 11, 2026. When the announcement was posted on August 6, it featured the catchphrase “Iron Plate, Straight to the Point.” in large type, but by August 7 it had changed to a real-food photo showing both items in a single bowl.

The Thumbnail Before and After

The original thumbnail covered the whole background with cuts of meat grilled on an iron plate, overlaid with “Iron Plate, Straight to the Point.” in white vertical lettering. The text was so large that the punctuation marks spilled outside the frame, and only a small part of the bowl peeked in at the left edge. It was a text-first presentation that led with the copy.

The new version drops every text element and shows only a photo of the finished dishes. What appears is a single bowl, a composite shot joined at the center: the left half is the “Beef Short Rib & Offal Bowl” garnished with garlic sprouts, and the right half is “Matsuya’s Yakiniku Beef Bowl” topped with scallions, onions and white sesame seeds. The background is red on the left and navy on the right, carrying over the color split the announcement banner used to divide the two items. Where the banner showed the two items in two separate bowls, the thumbnail brings them together in one.

On Sale August 11: Two Stamina Bowls

According to the announcement, the items go on sale at 10:00 a.m. on Tuesday, August 11, 2026, at Matsuya stores nationwide except some locations. The lineup consists of the following two items.

Item	Price (tax included)
Beef Short Rib & Offal Bowl	990 yen
Matsuya’s Yakiniku Beef Bowl (Small Serving)	600 yen
Matsuya’s Yakiniku Beef Bowl (Regular Serving)	630 yen
Matsuya’s Yakiniku Beef Bowl (Large Serving)	850 yen

The “Beef Short Rib & Offal Bowl” combines beef short rib with beef offal and adds garlic sprouts for a stamina-packed bowl. The “Boneless Short Rib & Offal Bowl” (980 yen each time) appeared in the summers of both 2024 and 2025; this year “Beef” has been added to the name and the price is 990 yen. That 990 yen slots neatly into a 10-yen gap in the current lineup, just above the Grilled Eel Bowl (980 yen) and just below the Founding Beef Curry w/ Simmered Beef Lunch Set (1,000 yen).

“Matsuya’s Yakiniku Beef Bowl” is a yakiniku bowl that features a newly revamped ultimate sauce. As a beef bowl, it follows the “Salt-based Green Onion Yakiniku Beef Bowl” of September 2023 and the “Two-Topping Yakiniku Beef Bowl” of August 2024. The Regular Serving at 630 yen matches the Salt-based Green Onion Pork Loin Bowl, as well as the Bowl of Mixed Simmered Beef and Kimchi Lunch Set and the Beef Bowl topped with Grated Radish & Ponzu Citrus Soy Sauce Lunch Set (630 yen each), and the Large Serving at 850 yen sits in the same price range as the Stir-fried Pork with Ginger Soy Sauce Set Meal and the Yakiniku Beef Fresh Vegetable Salad Set and Yakiniku Boneless Short Rib Fresh Vegetable Salad Set (850 yen each). The Small Serving at 600 yen, meanwhile, is 40 yen above the Bowl of Mixed Simmered Beef and Kimchi and the Beef Bowl topped with Grated Radish & Ponzu Citrus Soy Sauce (560 yen each) and 50 yen below the Yatara Beef Bowl (650 yen), a midpoint with no existing menu item at exactly the same price.

50-Yen-Off Coupon in the Official App

The announcement banner also states that a 50-yen-off coupon will be distributed in the official Matsuya Foods app. The distribution period runs from 10:00 a.m. on Tuesday, August 11, the same as the launch, to 10:00 a.m. on Tuesday, August 18.