Matsuya's Official X Orders 'MATSUYA DELI' and Proposes a Table Where You Buy Just the Side Dishes

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title: “Matsuya’s Official X Orders ‘MATSUYA DELI’ and Proposes a Table Where You Buy Just the Side Dishes” categories:

• official tags:
• x
• umatoma
• ate published: true created_at: “2026-09-03T20:50:48+09:00” updated_at: “2026-09-03T20:50:48+09:00” thumbnail: “https://cdn.gyumesy.com/articles/imip99/thumbnail.webp” ogp_image: “https://cdn.gyumesy.com/articles/imip99/ogp.png” source_url: “https://x.com/matsuya_foods/status/2095479488956314039” editor_comment: “It feels like those "I only want the side dishes tonight" evenings finally have a proper name. On days when all you have in the fridge is rice, this really helps.” description: “On the night of September 3, Matsuya’s official X account posted that it had ordered the new takeout series ‘MATSUYA DELI’. It paired Beef Plate DELI and Umatoma Hamburg Steak DELI with rice at home, introducing a table where you buy only the side dishes, told in the first person.” series_key: null related_articles:
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On the night of September 3, Matsuya’s official X account (@matsuya_foods) posted that it had ordered the new takeout series “MATSUYA DELI.” The post opens with “I didn’t have time to cook tonight, so I ordered MATSUYA DELI,” and shows a way of eating in which you add just the side dishes to rice you already have at home.

“Ordered,” Not “Had”

Most of the official X account’s eating and ordering reports close with “itadakimashita” (“I had it”), a phrase that conveys the dish was enjoyed. This post is different: it opens with “I ordered,” and its subject is not a verdict on the taste but the act of buying and putting a meal together. In past posts of this kind, “I had it” is the standard, and an “I ordered” phrasing that reports the act itself is relatively rare.

The post is not a straight quotation of the September 1 official announcement. That announcement described the series as “a lineup you can combine freely to suit your lifestyle,” while the post rewrites it as first-person scenes from daily life: “I have leftover rice from yesterday, so I only want the side dishes,” “it’s fun to pick and combine the side dishes you 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 Beef Plate DELI (370 yen) and Umatoma Hamburg Steak DELI (630 yen). The Umatoma Hamburg Steak DELI is a hamburg steak in tomato sauce topped with a soft-boiled egg and sprinkled with parsley. The Beef Plate DELI is the familiar dish of onion and beef simmered in a sweet soy sauce. A soup with leafy greens and mushrooms also appears as a further dish. As the post text says, the rice was prepared at home, so the table was built by buying only the side dishes.

The Same Day’s Lunchtime Announcement Also Said “Side Dishes Only”

This “side dishes only” angle had already appeared on the official X account at midday on the same September 3. The midday post announced the MATSUYA DELI Trial Fair with the line “Rice is at home. / Just the side dishes, from Matsuya,” and the evening post shows the same proposal on an actual table. That means the official X account featured MATSUYA DELI twice in a single day.

MATSUYA DELI is a takeout series that launched at Matsuya stores nationwide (excluding some stores) at 10 a.m. on September 1, with 13 items in total. Centered on Beef Plate DELI (370 yen), the lineup includes beef plate variations such as Green Onion and Soft-boiled Egg Beef Plate DELI (570 yen), Grated Radish and Ponzu Beef Plate DELI (470 yen), Kimchi Beef Plate DELI (470 yen), and Cheese Beef Plate DELI (570 yen), along with Umatoma Hamburg Steak DELI (630 yen), Hamburg Steak with Brown Sauce DELI (630 yen), Founding Beef Curry & 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). Until 10 a.m. on September 15, a “Trial Fair” is also running, with 300 yen off a set of two items and 450 yen off a set of three.

The packaging carries the logo “MATSUYA DELI: A Side Dish for the Table, a Bite to Go with Drinks.” along with the words “regular-size beef plate.”

Matsuya has previously run promotions that discount bulk purchases of single items such as beef plates and Founding Beef Curry & Rice, exclusively through Matsuben Net and Matsuya Mobile Order. These include the “Side Dish à la Carte” campaign in December 2025 and the “Side Dish Takeout Bundle Deal Campaign” in May and August 2026. The single items covered in August (beef plate, Founding Beef Curry & Rice, Yakiniku Beef, Yakiniku Boneless Short Rib, Yakiniku Pork Loin, and Stir-fried Pork with Ginger Soy Sauce) overlap with the DELI lineup this time. It reads as though the “single-item side dish sales” that had repeatedly run as limited-time campaigns have now received the name of a permanent series, MATSUYA DELI.