Matsuya Test-Sells Store-Limited 'Spicy Garlic Chives and Egg Rice with Choice of Egg' at 70 Stores

On September 3, Matsuya’s official X account (@matsuya_foods) posted introducing the store-limited menu item “Spicy Garlic Chives and Egg Rice with Choice of Egg.” The post opened with, “The third of this week’s test-sale items is the ‘Spicy Garlic Chives and Egg Rice with Choice of Egg’! (╹◡╹),” presenting it as one of the items that have been on test sale at 70 stores since September 1. It’s priced at 780 yen.

Raw or Soft-Boiled: Choose Your Egg, Matsuya-Style, for the Garlic Chives and Egg Dish

The announcement image accompanying the post shows a dish combining white rice and beaten egg with a spicy sauce of ground meat and garlic chives. The product name includes the word “spicy,” and the post itself describes it as, “This is Matsuya’s NEW STYLE take on the garlic chives and egg dish!”

Its biggest feature is the ability to choose the egg. The image reads, “Delicious whether raw or soft-boiled. Choose your egg for even more flavor,” describing the raw egg as “Mixes in smoothly for deep richness” and the soft-boiled egg as “Silky and gooey, bringing out the flavor even more.” Sales began at 10:00 a.m. on Tuesday, September 1. A note also states that Miso Soup is not included with takeout orders.

This “Spicy Garlic Chives and Egg Rice with Choice of Egg” had already been announced on August 28 as a store-limited menu item set to launch on September 1, and this latest official X post is an introduction following that launch. Past announcements have used the phrase “arranged Matsuya-style,” but this introduction of the garlic chives and egg dish uses the phrase “Matsuya-style NEW STYLE,” mixing in English. It closes with, “This will end once it sells out, so for everyone who tries it, we’re looking forward to hearing your thoughts!” — a line that urges customers to buy soon while also inviting feedback.

Three Test-Sale Items This Week, One Introduced Each Day for Three Days

This week’s test sale saw three items launch simultaneously at 70 stores starting September 1, and the official X account introduced them one at a time over three consecutive days. The “Spicy Garlic Chives and Egg Rice with Choice of Egg” on Thursday, September 3, is the third and final introduction of the week.

Test-Sale Item	Introduced on Official X
Rich Beef Curry and Rice	September 1
Mala Cheese Hamburg Steak	September 2
Spicy Garlic Chives and Egg Rice with Choice of Egg	September 3

Making It From Test Sale to a Permanent Menu Item Is a Narrow Path

Posts counting items as “this week’s test-sale number ◯” have been used repeatedly since the “Yatarazuke Beef Bowl” on May 6, and this Garlic Chives and Egg Rice makes the 15th such item. The format of releasing multiple items together within a single week has now been observed this week, following the weeks of May 26 and July 22.

That said, only a limited number of test-sale items actually make it onto the regular menu. Of the 14 items previously introduced as “test sale,” only two have since appeared on the menu: “Hiyajiru” (test-sold on May 7, then listed as “Hiyajiru Only” on August 4, about three months later) and “Chicken Nanban” (also test-sold on May 7, then listed as “Chicken Nanban Set Meal” on August 18, about three and a half months later). The remaining 12 items have not appeared on the menu since.

No menu item named “Garlic Chives and Egg Rice” currently appears on Matsuya’s regular or store-limited menus, making this a newly introduced item for this test sale. Whether the idea of letting customers choose their egg leads to a spot on the permanent menu will depend on how well it sells during the test period.