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

Matsuya’s bowl menu item ‘New Grilled Beef Bowl’ disappeared from the official website’s menu lineup on August 11. A “To Be Discontinued Successively” label was added on August 4, and on the 5th, the official X account called on fans to get one last taste — and, as announced, it has now actually been delisted. Its run ends about eight months after its debut on December 2, 2025.

Two Successor Bowls Take Its Place

In the same “Bowl” category, the ‘Beef Short Rib & Offal Bowl’ (990 yen) and ‘Matsuya’s Yakiniku Beef Bowl’ (630 yen), both released on August 11, arrived as if to take its place. Both items were teased on the official X account on August 5 as “new menu items replacing the New Grilled Beef Bowl,” with the formal announcement following on the 7th. ‘Matsuya’s Yakiniku Beef Bowl,’ built around beef grilled on a teppan plate, is close in genre to the ‘New Grilled Beef Bowl,’ which was topped with grilled beef.

Regular Serving Was 690 Yen — 230 Yen More Than the Beef Bowl, a Premium Variant

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 was 230 yen more — roughly 1.5 times the price. This matched the 690 yen Regular Serving price of the fellow Beef Bowl derivative ‘Umatoma Cheese Beef Bowl,’ and was 130 yen higher than the 560 yen Regular Serving of the ‘Kimchi Beef Bowl’ and ‘Oni-oroshi Grated Radish Ponzu Citrus Soy Sauce Beef Bowl.’

Within the Bowl category, 690 yen placed it in the middle range, alongside the ‘Beef Bibim Bowl’ and ‘Kimchi Kalbi Bowl.’ It sat a step above the 630 yen ‘Salt-based Green Onion Pork Loin Bowl’ and its 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.’ This 690 yen price was never revised even once before delisting.

12 Items Discontinued the Same Day as Part of a Menu Overhaul

August 11 wasn’t limited to the New Grilled Beef Bowl — multiple menu items were delisted at the same time. In all, 12 items disappeared, including the ‘Twice-cooked Pork Set Meal’ (Kimchi / Soft-boiled Egg versions), the ‘Samgyetang-style Soup’ Only option, the Grilled Eel Bowl line-up (‘Grilled Eel Bowl,’ ‘Fluffy Egg Grilled Eel Bowl,’ ‘Eel Combo Beef Bowl’), three eel-plate items, and the Yatara line-up (‘Yatara Beef Bowl,’ ‘Yatara Japanese-style Hamburg Steak Set Meal,’ ‘Yatara Only’).

Among these, the Samgyetang-style Soup had been teased on the official X account on July 31 with “Hiyajiru is finally coming next,” and three successor ‘Hiyajiru’ items had already joined the menu on August 4, ahead of the delisting. The discontinuation of the Twice-cooked Pork Set Meal was likewise announced on the official X account on August 2. The pattern of announcing the next move before carrying it out repeated itself again in this changeover.