Matsuya App Sends Push Notification for Today's 'Taco Rice' Launch — 31-Minute Follow-up Notification Also Promotes Hamburg Steak Set Meal and Sausage & Egg Version

At 10:31 AM on May 5, 2026, the Matsuya App sent a push notification for the new menu item “Taco Rice,” which had launched that same day at 10:00 AM. The follow-up notification came just 31 minutes after launch, timed to reach customers around lunchtime during the latter half of Golden Week.

Notification Text

• Title: New Release! “Taco Rice” — the more you mix, the tastier it gets❗️
• Body: The spicy, tangy “Salsa Sauce” and meat-packed “Taco Rice Sauce” mingle with fresh vegetables and cheese😋 Also launching at the same time: the Sausage & Egg version and the Hamburg Steak Set Meal❗️

The body succinctly explains Taco Rice’s flavor structure (salsa sauce + taco rice sauce + fresh vegetables + cheese), then promotes the simultaneous launch of two variations: Sausage & Egg Taco Rice and Hamburg Steak with Taco Salsa Set Meal. The title’s phrase “the more you mix, the tastier it gets” is a shortened version of the same phrase used in the official announcement dated April 30: “a deliciousness that spreads the more you mix it.”

Today’s Chain of Taco Rice-Related Announcements

This notification is the fourth Taco Rice-related announcement from official Matsuya channels today, May 5. Announcements were fired off in succession across channels within the 30 minutes surrounding the launch.

Time	Channel	Content
9:39	Menu data	Official addition of the three Taco Rice items
10:00	Official X	Taco Rice launch Follow & Repost Campaign begins
10:09	Menu data	Limited-time tags applied to the three taco items (existing menu items reorganized at the same time)
10:31 (this notification)	Official App	Push notification announcing the Taco Rice launch

The sequence runs: menu data addition → X Follow & Repost → menu limited-time tag cleanup → app push, with each channel activating in roughly 10-to-30-minute increments.

Lineup Recap

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

Menu Item	Price (tax included)	Shareholder Benefit Voucher
Taco Rice	580 yen	Accepted
Sausage & Egg Taco Rice	760 yen	Accepted
Hamburg Steak with Taco Salsa Set Meal	990 yen	Accepted
Hamburg Steak with Taco Salsa Only	790 yen	Not Accepted

The app notification deliberately pushes the variation lineup — “with Sausage & Egg” and “the Hamburg Steak Set Meal also launching simultaneously” — rather than the 580-yen Taco Rice alone.

Comparison with Recent New-Menu Launch App Notifications

Since April, the Matsuya App’s practice for new-menu launch push notifications has settled into a pattern of delivering them around office hours on the launch day.

Delivery Date/Time	Target Menu	Relation to Launch
April 28, morning	Set Meal of Pork Steak	Launch day morning
April 21, morning	Set Meal of Grilled Pork Loin / Salt-based Green Onion Bowl	Launch day morning
May 5, 10:31 (this notification)	Taco Rice	Launch day morning (31 minutes after the 10:00 AM launch)

For Taco Rice, the notification was fired not immediately after the 10:00 AM launch but about 30 minutes later, following the menu data’s limited-time tagging (10:09), which was processed first. This can be read as a cautious sequencing practice — dropping the app notification only after the operational cleanup (tagging, etc.) in the 30 minutes following launch has been completed.

Synergy with Matsuya App Campaigns in May

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

Campaign	Period	Synergy with Taco Rice
Matsuben Net Double Point	May 1 – May 17	Taco Rice orders via Matsuben Net also earn double points
Matsuben Debut	May 1 – May 31	Eligible members earn 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 included)
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’s 15% cashback and can also be combined with the Matsuben Net double-point offer. Taco Rice alone (580 yen) doesn’t reach the 15%-cashback threshold on its own, but the pricing is set up so that combining it with variations or side menu items can push the total past 800 yen.