Matsuya Launches Store-Limited 'Buffalo Chicken Set Meal' on October 13

Matsuya will launch the store-limited menu item “Buffalo Chicken Set Meal” (1,030 yen) at 70 stores nationwide at 10 a.m. on October 13. The dish coats fried chicken in a tangy, spicy sauce, turning the spicy chicken said to have originated in the Buffalo area of New York State into a set meal. It comes with rice, a fresh vegetable salad, and miso soup. Matsuya has not issued a separate announcement in its news section or on its official X account; the item appears only on the store-limited page.

Fried Chicken in a Tangy, Spicy Sauce

The promotional image on the store-limited page has a strongly American look, with a kraft-paper-style background, Route 66 signs and a Statue of Liberty motif, a large “BUFFALO CHICKEN” headline, and an “It tastes good!” ribbon. Fried chicken coated in red sauce sits in the center of the plate, with a fresh vegetable salad of cabbage, corn, purple cabbage and more on the side, plus a small bowl of white dipping sauce. The image carries the copy “Born in Buffalo, New York State!” and “Matsuya’s fried chicken, dressed in a tangy, spicy sauce…!”, and describes the dip with “Mellow it out with Sour Cream & Onion for a change of flavor!”

The base is Matsuya’s familiar fried chicken, paired with a tangy, spicy sauce, and the Sour Cream & Onion dip lets diners change up the flavor. This is the first time a product bearing the name “Buffalo” has appeared in Matsuya’s news or menu listings. The promotional image also carries the notes “Miso soup is not included with takeout” and “Photo is for illustration purposes; the plating may differ in part.”

70 Participating Stores Across 26 Prefectures

The item is available at 70 stores nationwide, spread across 26 prefectures. That is roughly 5.7% of Matsuya’s approximately 1,220 stores nationwide. The prefectural breakdown is below; the four prefectures of the Tokyo metropolitan area (Tokyo, Chiba, Kanagawa and Saitama) account for 37 stores, more than half of the total.

Prefecture	Stores
Tokyo	19
Chiba Prefecture	6
Kanagawa Prefecture	6
Saitama Prefecture	6
Osaka Prefecture	5
Aichi Prefecture	4
Oita, Kyoto, Shizuoka and Hyogo Prefectures	2 each
Niigata, Kagawa, Miyagi, Fukushima, Ishikawa, Nagano, Kumamoto, Iwate, Okayama, Ibaraki, Nara, Gunma, Hokkaido, Ehime, Tochigi and Yamaguchi	1 each

Outside the Tokyo area, Osaka and Aichi, most prefectures have just one or two stores. According to store data, 20 of the 70 participating stores are co-located with Matsunoya, and in 12 prefectures (Oita, Okayama, Ehime, Nara, Tochigi, Kumamoto, Hokkaido, Fukushima, Gunma, Ibaraki, Nagano and Yamaguchi), every participating store is a Matsunoya co-located one. The rollout is two-tiered: stores are concentrated in the city center, while Matsunoya co-located stores serve as the entry point in each regional prefecture. A list of participating stores is available at Participating Stores.

Other Store-Limited Items Landing the Same Day, Behind Bigger Announcements

At the same time the Buffalo Chicken Set Meal was listed, the store-limited page also added several new items with the same October 13 launch date at 10 a.m. These come in two lines: the “Caesar Salad Loco Moco Bowl” at 70 stores and the “Spicy-Savory Stir-fried Octopus” at 35 stores each, so four items, including the Buffalo Chicken Set Meal, will arrive on the same day. In their place, the store-limited “Beef Bowl topped with Four Cheeses,” which had been sold at 568 stores since October 5, has disappeared from the store-limited page.

On the same day, October 13, Matsuya also plans big announcements, including making the “Hearty Serving Beef Plate Meal” a regular menu item (alongside a New Rice Free Refill Fair, with sales starting at 3 p.m. that day) and the one-week-only revival of the “MEGA Serving Bowls.” It also posted about these one after another on its official X account on October 9. The four store-limited items, including the Buffalo Chicken Set Meal, appeared only on the store-limited page, without individual announcements or X posts, in the shadow of those larger announcements.

Matsuya has often tried store-limited items featuring spicy or Western-style chicken. In September, the “Devil Chicken,” which had been limited to a single store in Naha, Okinawa, ended its listing, and the same month the “Chunky Chicken Marengo-style Set Meal” went on sale in two versions, Fond de Veau and tomato, at 35 stores each. In April, the “Marry Me Chicken Set Meal” disappeared just eight days after its debut. At 70 stores, this is the most common standard scale for a Matsuya store-limited test sale, but it is a wider rollout than past store-limited chicken items.