Matsuya Official App Re-sends Identical Coupon Notification on the Night of the Batachiki Launch

At 10:42 PM on May 12, the Matsuya official app sent a push notification titled “New Menu, Great Deals: Matsuya Coupons,” directing users to the app’s coupons. Both the title and body were completely identical to the notification sent at 6:01 AM on May 11 — a re-send roughly 40 hours later. The timing fell on the evening of a day packed with new-menu and campaign activity: the Batachiki launch at 10:00 AM, the start of the Curry 50-Point Boost Campaign at 10:23 AM, and the addition of the Curry Lunch Set at 3:50 PM.

Original Notification Text

• Title: New Menu, Great Deals❗ Matsuya Coupons✨
• Body: Coupons available for classic menu items too, not just new ones❗️ Use them via App Coupons → Matsuya

This is a complete re-send of the push notification delivered at 6:01 AM on May 11 — the title, body, and even the emoji (❗️, ✨) all match exactly.

Comparing the Timing: May 11 Morning vs. May 12 Night

Lining up the two delivery times for the identical coupon notification looks like this:

Delivery Time	Day of Week	Time of Day	Key Activity Around Delivery
May 11, 6:01 AM	Monday morning	Before breakfast, before heading to work	The morning before the May 12 Batachiki launch (many events set for 10:00 AM on 5/12)
May 12, 10:42 PM (this time)	Tuesday night	Late, after dinner	The same night as the 10:00 AM Batachiki launch and the Curry Lunch Set addition

The difference in timing: May 11 was “the morning right before a day packed with activity,” while May 12 was “the night of the very day that activity happened.” Re-sending the same text at a different time of day (6 AM vs. 10 PM) appears designed to reach a different segment of app users.

A Same-Night Reminder for the Events Kicked Off at 10 AM on May 12

Starting at 10:00 AM on May 12, a series of Matsuya menu-related events happened in quick succession.

Time	Event
9:38 AM	Batachiki and Cream Butter added to the menu
10:00 AM	Batachiki and Cream Butter go on sale
10:00 AM	Batachiki Launch Commemorative Follow & Repost and Kobito Part 2 Follow & Repost campaigns begin
10:08 AM	Batachiki and Cream Butter moved to the limited-time category; Gorochiki delisted
10:23 AM	Curry 50-Point Boost Campaign begins (through 5/18)
10:26 AM	Official app push notification announcing the Batachiki launch
11:00 AM	Official X account announces the addition of the Curry Lunch Set
11:31 AM	Official app push notification announcing the start of the Kobito Part 2 pouch giveaway
3:50 PM	5 Curry Lunch Set items and 3 side items added to the menu
10:42 PM (this notification)	Official app sends the “New Menu, Great Deals” coupon notification (a re-send of the May 11 morning notification)

The sequence of events that ran from morning through evening was consolidated and re-framed as a coupon reminder in the night’s app notification.

The Scope of “New Menu” Has Also Expanded

At the time of the identical notification sent at 6:01 AM on May 11, “new menu” mainly referred to the 3 Taco Rice items (launched 5/5, with a coupon period running through 10:00 AM on 5/12). By the time of this notification at 10:42 PM on May 12, the addition of Batachiki and Cream Butter has widened what “new menu” covers.

Delivery Date	Core “New Menu” Items	Coupon Status
May 11, 6:01 AM	3 Taco Rice items (on sale since 5/5)	App coupon for the 3 Taco Rice items (5/5 – 5/12 10:00 AM, up to 70 yen off)
May 12, 10:42 PM (this time)	3 Taco Rice items + Batachiki and Cream Butter	Curry 50-Point Boost Campaign (5/12 – 5/18, 50 points awarded on 8 eligible items)

What “new menu” and “classic menu coupons” actually refer to changed between May 11 and May 12, yet the notification text stayed identical. The structure swaps out the substance behind both the new-menu and coupon axes while reusing the same announcement frame to draw members in.