Matsuya App's Launch Notification for 'Grilled Chicken w/ Chili Sauce Meal' Has No 'Now on Sale' in the Headline

Matsuya’s new menu item, the ‘Grilled Chicken w/ Chili Sauce Meal,’ launched at 10 a.m. on October 20, and the Matsuya App sent out an official notification announcing the release that same morning. The notification’s text replaces the description from the pre-release official announcement with emoji and a short tagline.

The Notification’s Text

The notification’s title and body read as follows.

Tue, the 20th, from 10 a.m.: Grilled Chicken w/ Chili Sauce Meal🍴✨

Chunky chicken🐔 × spicy chili sauce🌶️ You won’t be able to stop eating🍚💨

The title carries two emoji (🍴✨), and the body carries four (🐔🌶️🍚💨). Even set alongside recent new-menu release notifications, this falls within the usual range of one to two emoji in the title and around four in the body.

The Text Is a Summary of the Official Announcement

The body’s phrase ‘Chunky chicken × spicy chili sauce — you won’t be able to stop eating’ is based on the description in the official announcement dated October 15. That announcement’s text includes phrases such as ‘Gorochiki, packed with chunks of juicy chicken, boldly remade with a specially crafted chili sauce,’ ‘the spicy doubanjiang and the sweet-and-sour chili sauce intertwine,’ and ‘it’s truly a flavor that won’t let you stop eating rice.’ Rather than copying these word for word, the notification’s body distills the key points into a short tagline.

No ‘Now on Sale’ in the Title

The titles of the last three new-menu release notifications all included the words ‘Now on Sale.’ This time’s title has no such wording, placing only the product name, ‘Grilled Chicken w/ Chili Sauce Meal,’ in the headline.

The closing line ‘you won’t be able to stop eating’ isn’t new to this notification, either. The release notification for the Black Mapo Tofu Set Meal, sent out on September 29, used a similar phrase: ‘can’t stop eating that white rice!’

The Name ‘Gorochiki’

‘Gorochiki,’ used in both the notification and the product name, is the abbreviation Matsuya has used for its line of menu items packed with chunks of chicken. The name dates back more than ten years, starting with the ‘Chunky Chicken Curry and Rice’ in April 2016. In April 2022, it became a permanent fixture on the Grand Menu. This marks the first time a chili sauce flavor has appeared in the series since the ‘Chunky Chicken Chili Sauce Set Meal’ in 2019.