Matsuya Swaps Announcement Thumbnail for the Aug. 11 Beef Short Rib & Offal Bowl Launch with a Real Photo

Matsuya has changed the thumbnail image shown in listings for its announcement of the new products Beef Short Rib & Offal Bowl and Matsuya’s Yakiniku Beef Bowl, set to launch at 10:00 a.m. on Tuesday, August 11, 2026. When the announcement first went up on August 6, the thumbnail was a design built around a large rendering of the catchphrase “Iron Plate, Straight to the Point.” By August 7, it had changed to an actual photo showing the two dishes combined in a single bowl.

What Changed in the Thumbnail

The original thumbnail filled the background with a close-up shot of meat grilling on an iron plate, with the catchphrase “Iron Plate, Straight to the Point.” overlaid in white, vertical text. The lettering was so large that the comma and period spilled outside the frame, leaving only a sliver of the bowl visible at the left edge. It was a copy-led design that let the words do the pulling.

The new version drops all text elements entirely, leaving only a photo of the plated dishes. What’s pictured is a single bowl — a composite shot joining the two products at the center, with the left half showing Beef Short Rib & Offal Bowl topped with garlic sprouts, and the right half showing Matsuya’s Yakiniku Beef Bowl topped with scallion, onion, and white sesame. The background carries over the same color split used in the announcement banner, red on the left and navy on the right. Where the banner had placed the two dishes in separate bowls side by side, the thumbnail merges them into one.

Launching August 11: Two Stamina-Boosting Bowls

According to the announcement, both items go on sale from 10:00 a.m. on Tuesday, August 11, 2026, at Matsuya locations nationwide, excluding some stores. 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

Beef Short Rib & Offal Bowl combines beef short rib and beef offal, topped with garlic sprouts, for a stamina-packed bowl. A Short Rib & Offal Bowl (980 yen both times) appeared in summer in both 2024 and 2025; this year the name gains the word “Beef,” and the price rises to 990 yen. That 990 yen slots neatly into a 10-yen gap in the current lineup — just above Grilled Eel Bowl (980 yen) and just below Founding Beef Karegyu Lunch Set (1,000 yen).

Matsuya’s Yakiniku Beef Bowl is a yakiniku bowl built around a newly renewed, top-grade sauce. Among beef-based bowls, it follows Salt-based Green Onion Yakiniku Beef Bowl in September 2023 and Two-Topping Yakiniku Beef Bowl in August 2024. The Regular Serving price of 630 yen matches Salt-based Green Onion Pork Loin Bowl, as well as the Kimchi Beef Bowl Lunch Set and Oni-oroshi Grated Radish Ponzu Citrus Soy Sauce Beef Bowl Lunch Set (630 yen each), while the Large Serving price of 850 yen falls in the same bracket as Stir-fried Pork with Ginger Soy Sauce Set Meal, Yakiniku Beef Fresh Vegetable Salad Set, and Yakiniku Boneless Short Rib Fresh Vegetable Salad Set (850 yen each). The Small Serving price of 600 yen, meanwhile, sits in between — 40 yen above Kimchi Beef Bowl and Oni-oroshi Grated Radish Ponzu Citrus Soy Sauce Beef Bowl (560 yen each) and 50 yen below Yatara Beef Bowl (650 yen) — with no existing menu item at exactly that price.

A 50-Yen-Off Coupon on the Official App, Too

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