Matsuya's Grilled Eel Bowl Bento Set: Matsuben Net Advance Reservations Close Today at 23:59, Up to 400 Yen Off

On July 23, Matsuya announced on its official X account that advance reservations via Matsuben Net for the takeout-only Grilled Eel Bowl Bento Set close today at 23:59. The post urges customers to “hurry!!”, serving as a final notice of the last-minute deadline for bulk-order reservations to be picked up on the Day of the Ox, July 26.

The posted image features large text reading “Today is the last day to reserve!” alongside a visual of three Grilled Eel Bowls lined up, with official mascot Macky pointing at the bowls with a surprised expression. The lower right of the screen also carries the note, “With a Matsuben Net advance reservation, the 3-piece set gets 400 yen off.”

Breakdown of the Discount and Point Bonus

The advance reservation benefits are split into two tiers depending on the number of sets ordered. The official X announcement is as follows.

Set	Discount	Matsuya Point Bonus
Grilled Eel Bowl 2-Piece Set Bento	320 yen off	200 points
Grilled Eel Bowl 3-Piece Set Bento	400 yen off	300 points

The Grilled Eel Bowl is sold individually for 980 yen (tax included), so against that baseline, the 2-piece set’s 320 yen discount works out to 160 yen off per bowl, while the 3-piece set’s 400 yen discount comes to roughly 133 yen off per bowl. The discount and point bonus both grow with the number of sets ordered, making the deal more effective for larger groups or bulk purchases.

Targeting the Day of the Ox: The Timeline from Launch to Deadline

This deadline announcement isn’t a standalone notice — it marks the final stage of a summer eel campaign that has run for about a month. Matsuya began selling this season’s eel on June 23 as the Fluffy Egg Grilled Eel Bowl, featuring enhanced egg topping. Advance reservations via Matsuben Net for that mainstay Grilled Eel Bowl have been open since July 16.

The July 16 announcement declared, “July 26 is the Day of the Ox,” explaining that the bulk-purchase discount applies only to reservations specifying July 26 as the pickup date. The reservation window was set from July 16 through 23:59 on July 23, and today’s post announces the deadline on that final day. The schedule links together in stages: about three weeks from launch to the Day of the Ox campaign announcement, ten days from that announcement to the pickup date, and three days from today’s deadline to pickup.

Relationship with the Concurrent App-Exclusive Point Boost

Separate from this advance reservation benefit, Matsuya is also running a Matsuya App-exclusive Grilled Eel Bowl Point Boost Campaign from July 21 through 23:59 on July 27. It awards 100 points per eligible Grilled Eel Bowl order, but Matsuya has officially clarified that the Grilled Eel Bowl 2-Piece Set Bento and Grilled Eel Bowl 3-Piece Set Bento advance reservations, which already carry bonuses of 200 and 300 points respectively, do not receive additional points from this Point Boost Campaign. The bulk-purchase set reservation benefit and the app’s Point Boost are structured so that eligible products don’t overlap between the two.