Matsuya Official App Announces Today's 'Taco Rice' Launch With a Push Notification; Follow-Up Alert 31 Minutes After Release Also Promotes Hamburg Steak Set Meal and Sausage and Egg Versions

At 10:31 on May 5, 2026, the Matsuya official app sent a push notification for the new menu item ‘Taco Rice,’ which went on sale at 10:00 the same day. The follow-up announcement came just 31 minutes after the release time, timed for the lunch hour in the second half of Golden Week.

Original Notification Text

• Title: 混ぜるほど旨い「タコライス」新発売❗️ (Tastier the more you mix it: new ‘Taco Rice’ now on sale❗️)
• Body: ピリ辛で酸味のある「サルサソース」と挽き肉たっぷり「タコライスソース」が、生野菜やチーズと絡み合う😋ソーセージエッグ付きや、ハンバーグ定食も同時発売❗️ (Spicy, tangy ‘salsa sauce’ and ‘taco rice sauce’ loaded with ground meat blend together with fresh vegetables and cheese😋 A version with sausage and egg and a hamburg steak set meal are also on sale at the same time❗️)

The body briefly explains how the taco rice is built (salsa sauce + taco rice sauce + fresh vegetables + cheese), then promotes the simultaneous launch of two variations (Sausage and Egg Taco Rice / Hamburg Steak with Taco Salsa Set Meal). The title’s ‘tastier the more you mix it’ is a shortened version of the phrase ‘flavor that spreads the more you mix’ used in the April 30 official announcement.

Chain of Taco Rice Announcements Today

This notification is the fourth Taco Rice-related message from Matsuya’s official channels on May 5. Announcements were fired across channels in succession within the 30 minutes around the release.

Time	Channel	Content
9:39	Menu data	Official addition of 3 Taco Rice items
10:00	Official X	Taco Rice launch commemorative Follow & Repost Campaign begins
10:09	Menu data	Limited-time flag applied to 3 taco items (existing menu cleanup done at the same time)
10:31 (this one)	Official app	Taco Rice launch push notification

The channels ran in sync at intervals of roughly 10 to 30 minutes: menu data addition → X follow & repost → menu limited-time flag cleanup → app push.

Lineup Recap

Based on the April 30 official announcement and this morning’s menu data additions, the Taco Rice series on sale from 10:00 on May 5 is as follows.

Menu item	Price (tax incl.)	Shareholder benefit voucher
Taco Rice	580 yen	Usable
Sausage and Egg Taco Rice	760 yen	Usable
Hamburg Steak with Taco Salsa Set Meal	990 yen	Usable
Hamburg Steak with Taco Salsa Only	790 yen	Not usable

The app notification deliberately pushes the variations, saying ‘with sausage and egg’ and ‘hamburg steak set meal also on sale,’ rather than the standalone 580-yen Taco Rice alone.

Comparison With Recent New Menu Launch App Notifications

Since April, Matsuya’s official app has settled into sending new menu launch push notifications around office hours on the first day of sale.

Delivery date/time	Menu item	Relation to launch
April 28, morning to late morning	Set Meal of Pork Steak	Morning of launch day
April 21, morning to late morning	Grilled Pork Loin Set Meal / Salt-based Green Onion Pork Loin Bowl	Morning of launch day
May 5, 10:31 (this one)	Taco Rice	Late morning of launch day (31 minutes after the 10:00 release)

For Taco Rice, the notification went out about 30 minutes after the 10:00 release rather than right after it, trailing the limited-time flag applied on the menu data side (10:09). It could also be seen as a careful sequencing, with the app notification dropped only after the housekeeping in the first 30 minutes after release (flag application and so on) was complete.

Overlap With May Matsuya App Campaigns

On the same day as the Taco Rice launch, the following campaigns are running alongside around the Matsuya app in May.

Campaign	Period	Overlap with Taco Rice
Matsuben Net Double Point Campaign	May 1 – May 17	Taco Rice also earns double points when ordered via Matsuben Net
Matsuben Debut	May 1 – May 31	Eligible members get 300 points on their first Taco Rice order
Matsuya Comeback	May 1 – May 31	Members dormant for six months get up to 70 yen off 12 eligible menu items (Taco Rice items not eligible)
PayPay up to 15% cashback	April 29 – May 6	Up to 15% cashback on payments of 800 yen or more

The Hamburg Steak with Taco Salsa Set Meal (990 yen) clears the 800-yen threshold for PayPay 15% cashback and can be combined with Matsuben Net’s double points. The Taco Rice (580 yen) alone falls short of the 15% cashback threshold, but the pricing lets you get past 800 yen by combining it with variations or side dishes.