Matsuya's Official X Orders 'MATSUYA DELI,' Proposing a Table Where You Buy Just the Sides

Matsuya’s official X account (@matsuya_foods) posted on the night of September 3 that it had ordered from the new takeout series “MATSUYA DELI.” The post opens with, “I didn’t have time to cook today, so I ordered MATSUYA DELI,” introducing a way of eating that pairs leftover rice at home with bought-in side dishes only.

Not “Enjoyed It,” But “Ordered It”

Most of the official X account’s tasting and ordering reports close with the phrase “Itadakimashita” (“I enjoyed it”), conveying that the food was tasted. This post differs, opening instead with “ordered it” and making the act of “buying and combining” itself the subject, rather than a comment on taste. Looking back at past posts of this kind, “enjoyed it” is the standard, and the phrase “ordered it,” which simply reports an action, is comparatively rare.

The post’s text is not a direct quote of the official announcement from September 1. The announcement described the series as “a lineup you can freely combine and enjoy, matched to your lifestyle,” but the post rewrites this into first-person everyday scenes: “I have leftover rice from yesterday, so I just want a side dish,” “It’s fun to pick and combine the sides I like,” and “even on days when making a side dish feels like a bit of a hassle.”

The photo attached to the post shows white rice alongside Simmered Beef & Onion DELI (370 yen) and Umatoma Hamburg Steak DELI (630 yen). The Umatoma Hamburg Steak DELI is a hamburg steak coated in tomato sauce, topped with a soft-boiled egg and sprinkled with parsley. The Simmered Beef & Onion DELI is the familiar dish of onion and beef simmered in a sweet soy sauce. Also pictured is a soup with greens and mushrooms as another dish. As the post text states, the rice was prepared at home, showing a table put together by buying in only the side dishes.

The Same Day’s Midday Post Also Flagged “Just the Sides”

This “just the sides” angle had already appeared on the official X account earlier the same day, September 3. The midday post read, “You’ve already got rice at home. / Just the sides, at Matsuya,” announcing the MATSUYA DELI Trial Fair, and the night post then demonstrated the same proposal at an actual table. The official X account thus featured MATSUYA DELI twice in a single day.

MATSUYA DELI is a takeout series that launched at 10:00 a.m. on September 1 at Matsuya locations nationwide (excluding some stores), offering 13 items in total. Centered on Simmered Beef & Onion DELI (370 yen), the lineup includes Simmered Beef & Onion DELI variations such as Green Onion & Egg Simmered Beef & Onion DELI (570 yen), Oni-oroshi Grated Radish Ponzu Citrus Soy Sauce Simmered Beef & Onion DELI (470 yen), Kimchi Simmered Beef & Onion DELI (470 yen), and Cheese Simmered Beef & Onion DELI (570 yen), alongside Umatoma Hamburg Steak DELI (630 yen), Hamburg Steak with Brown Sauce DELI (630 yen), Founding Beef Curry and Rice DELI (560 yen), Yakiniku Beef DELI (690 yen), Yakiniku Boneless Short Rib DELI (690 yen), Yakiniku Pork Loin DELI (590 yen), and Stir-fried Pork with Ginger Soy Sauce DELI (650 yen). Through 10:00 a.m. on September 15, a “Trial Fair” is also running, offering 300 yen off a set of 2 and 450 yen off a set of 3.

The package is printed with the logo “MATSUYA DELI: A Side Dish for the Table, a Bite to Go with Drinks,” along with the words “Simmered Beef & Onion (Regular Serving).”

Matsuya has previously run promotions offering discounts on bulk purchases of items like Simmered Beef & Onion and Founding Beef Curry and Rice, limited to Matsuben Net and Matsuya Mobile Order. These include the “Side Dish à la Carte” in December 2025 and the “Side Dish Takeout Bundle Deal Campaign” in May and August 2026, and the items covered in August — Simmered Beef & Onion, Founding Beef Curry and Rice, Yakiniku Beef, Yakiniku Boneless Short Rib, Yakiniku Pork Loin, and Stir-fried Pork with Ginger Soy Sauce — overlap with this DELI lineup. It reads as though the “à la carte sale of side dishes,” previously repeated as limited-time campaigns, has now been given a permanent series name in MATSUYA DELI.