Matsuya Begins Using Its Commuter Pass 'MATSUYA PASS' Today, October 1

Matsuya’s subscription pass, MATSUYA PASS, became available for use on October 1, 2026. The Matsuya official app notification was titled “10/1 (Thu) ~ 🪪MATSUYA PASS now available ✨” and told users that eligible menu items get “up to 100 yen off for 200 yen,” that “no matter when you buy it, it’s valid for 30 days,” and that it can be used “as many times as you like during the period.” The pass’s purchase price of 200 yen, the discount amounts on eligible menu items, and the validity period all match what was announced in the official website notice and on the official X account through late September.

“Up to 100 yen off” comes from the breakdown of discount targets. In the official notice, set meals such as the Yakiniku Pork Loin Set Meal, Yakiniku Beef Set Meal, and Stir-fried Pork with Ginger Soy Sauce Set Meal get 100 yen off, while beef bowls, curries, and bowls, including the Beef Bowl, Founding Beef Curry and Rice, and Matsuya’s Yakiniku Beef Bowl, get 70 yen off. The notification sums this up as “up to 100 yen off,” using the largest discount, the one for set meals. The official X account’s September 29 post showed the same split: “100 yen off set meals, and 70 yen off beef bowls, bowls, and curries.”

The Notification Text Is Edited from Earlier Announcements

This notification is not newly written copy. It repackages several texts the official accounts released through late September into the format of an app notification: short and heavy on emoji.

“No matter when you buy it, it’s valid for 30 days” is a rephrasing of the official X post on September 26: “Unlike the card version, it is [valid for 30 days whenever you start].” The verb changes from “start” to “buy,” and the emphasis brackets switch from 【】 to 《》. That said, “30 days from the day of purchase” is how the app version works. The card version, which runs alongside it, remains valid on a monthly basis, from the 1st to the last day of each month. The notification does not distinguish between the app version and the card version.

“The more you use it, the better the deal,” which accompanies “as many times as you like during the period,” is almost the same phrasing as the official X post of July 13, during the previous sales period: “The more you use it, the better the deal gets, so if you’ve purchased one, please use it as many times as you like.” Only the kana usage differs.

Recent Changes Visible in Emoji and Sentence-Opening Symbols

The title and body together contain six emoji, among the highest counts seen in Matsuya app notifications so far. Most notifications have around two to three emoji, and only a small number reach six. The style of bracketing the opening line with “／…＼” was first used in the September 29 launch notification for the Black Mapo Tofu Set Meal, making this the second instance. Meanwhile, the practice of emphasizing numbers with 《》 has been used since mid-September in notifications about Miso Soup with Pork & Vegetables and points, wrapping figures in the same way, and the “《30 days》” this time is an extension of that.

MATSUYA PASS So Far

Looking at past notices, MATSUYA PASS has also gone on sale in February and June of 2026, and the price has been 200 yen (tax included) each time, never changing. The June sale widened eligible use to each Group brand, including Matsunoya, Shoken Chinese Dining, Matsutaro, Steak-ya Matsu, and Steak Set Meal Matsugyu, while generally excluding limited-time menu items and store-limited menu items. This October version returns the scope to Matsuya menu items (even at stores co-located with Matsunoya, only Matsuya menu items are eligible), and conversely switches limited-time menu items to generally eligible. Morning meals and lunch menu items are excluded.

There was also a change in the mechanism. The sales in February and June had validity periods on a calendar-month basis, from the 1st to the last day of the month in which the pass was purchased. The October version adds a new “app version,” introducing a rolling system that is valid for 30 days starting on the day of purchase. The app version is purchased within the Matsuya official app, and the discount is applied automatically on Matsuben Net and Mobile Order. The card version, purchased at in-store ticket vending machines, continues to run from the 1st to the last day of each month as before. This is the first time the two types have coexisted, and it was announced in the notices of September 24-25.

The September 25 notice also included the sentence “Having reached our 60th founding anniversary,” and several promotional campaigns were announced around the same time.