Matsuya's 'New Grilled Beef Bowl' Discontinued as Announced

Matsuya’s ‘New Grilled Beef Bowl’ disappeared from the menu list on the official website on August 11, 2026. A “To be discontinued successively” notice had been added on August 4, and the official X account urged fans to enjoy it one last time on August 5. The delisting has now happened just as announced. Since its debut on December 2, 2025, the bowl was on the menu for about eight months.

Two Successor Bowls Take Its Place

The ‘Beef Short Rib & Offal Bowl’ (990 yen) and ‘Matsuya’s Yakiniku Beef Bowl’ (630 yen), both released on August 11, 2026, joined the same Bowl category as if swapping in. The official X account teased them on August 5 as “new menu items to replace the New Grilled Beef Bowl,” and they were formally announced on August 7. ‘Matsuya’s Yakiniku Beef Bowl’, which centers on beef cooked on an iron plate, is close in genre to the ‘New Grilled Beef Bowl’, which also topped rice with grilled beef.

A Premium Variant: 690 yen for Regular, 230 yen More Than the Beef Bowl

The New Grilled Beef Bowl was priced at 660 yen for Small Serving, 690 yen for Regular Serving and 910 yen for Large Serving. Compared with the flagship Beef Bowl (430 yen Small, 460 yen Regular, 680 yen Large), the Regular Serving cost 230 yen more, putting it at roughly 1.5 times the price. That matches the 690 yen Regular Serving of ‘Beef Bowl topped with Tomato and Cheese’, another Beef Bowl spin-off, and is 130 yen higher than the 560 yen Regular Serving of the ‘Bowl of Mixed Simmered Beef and Kimchi’ and the ‘Beef Bowl topped with Grated Radish & Ponzu Citrus Soy Sauce’.

Within the Bowl category, 690 yen sat in the middle of the range, level with the ‘Beef Bibimbap Bowl’ and the ‘Boneless Short Rib and Kimchi Bowl’. It was a step above the 630 yen ‘Salt-based Green Onion Pork Loin Bowl’ and the successor ‘Matsuya’s Yakiniku Beef Bowl’, and a step below the 880 yen ‘Matsuya Original Sauce Roast Beef’ and the 990 yen ‘Beef Short Rib & Offal Bowl’. The 690 yen price was never revised before the item was delisted.

12 Items Ended on the Same Day as Part of a Menu Refresh

The New Grilled Beef Bowl was not the only item delisted on August 11. A number of menu items ended at the same time, 12 in total. They include the ‘Twice-cooked Pork Set Meal’ (with Kimchi / with Soft-boiled Egg), the ‘Samgyetang-style Soup’ as a standalone item, the Grilled Eel Bowl line (‘Grilled Eel Bowl’, ‘Fluffy Egg Grilled Eel Bowl’ and ‘Eel Combo Beef Bowl’), three Grilled Eel Plate items, and the Yatara line (‘Yatara Beef Bowl’, ‘Yatara Japanese-style Hamburg Steak Set Meal’ and ‘Yatara Only’).

Of these, the Samgyetang-style Soup was teased on the official X account on July 31 with “Next up, Hiyajiru is finally coming,” and three Hiyajiru items had already been added to the menu on August 4. The Twice-cooked Pork Set Meal’s discontinuation was likewise announced on the official X account on August 2. This swap repeated the same pattern: announce the next move first, then carry it out.