Matsuya's October 29 'Meat Day Campaign' Brings a One-Day-Only 'Heaping Beef Plate Set Meal' for 1,190 Yen

It has been learned that Matsuya will hold the ‘Matsuya Meat Day Campaign’ on Thursday, October 29, 2026. The Large Serving Yakiniku Beef Set Meal, Large Serving Yakiniku Boneless Short Rib Set Meal, and Large Serving Stir-fried Pork with Ginger Soy Sauce Set Meal will be 200 yen off the regular price, limited to orders placed through the Matsuya Foods official app (Matsuben Net and Matsuya Mobile Order). This time, a one-day-only newcomer, the Heaping Beef Plate Set Meal (1,190 yen), also joins the lineup. The campaign runs for just one day, from 0:00 to 23:59 on October 29.

The One-Day-Only ‘Heaping Beef Plate Set Meal’ Debuts for 1,190 Yen

The main visual for the announcement features the words ‘Do〜〜〜ssari!!’ (Heeeeaps!!) dancing across a red radial background, with a mountain of Beef Plate accompanied by the bold caption ‘Three times the meat of a regular Beef Bowl!’ The price is 1,190 yen (tax included), and it’s available for both dine-in and takeout.

This price of 1,190 yen sits at the top tier compared to the Beef Plate Set Meal lineup that was renewed just 13 days earlier, on October 13. The current Beef Plate Set Meal lineup consists of the Hearty Serving Beef Plate Meal (790 yen), Hearty Serving Beef Plate Meal w/ Grated Radish and Ponzu Citrus Soy Sauce (890 yen), Hearty Serving Beef Plate Meal w/ Green Onion and Soft-boiled Egg and Extra-large Set Meal of Beef Plate (990 yen each), Extra-large Set Meal of Beef Plate w/ Grated Radish ＆ Ponzu Citrus Soy Sauce (1,090 yen), and Extra-large Set Meal of Beef Plate w/ Green Onion and Soft-boiled Egg (1,190 yen), with the Heaping Beef Plate Set Meal matching the price of the priciest item, the Extra-large Set Meal of Beef Plate w/ Green Onion and Soft-boiled Egg. However, the ‘Heaping Beef Plate Set Meal’ doesn’t appear on the regular menu board — it’s a name used only for this one day.

‘Doossari’ (Heaping) is a name Matsuya has used before. Most recently, it appeared in the 60th anniversary ‘Meat-Piled Beef Bowl Bento’ (takeout only, discontinued March 31), announced on February 24, 2026. Going back further, it was also used in the ‘Meat-Piled Gourmet Set’ in 2019, 2020, and 2021, all of which were Beef Bowl-type bowls or bentos. Using ‘Heaping’ in the form of a Beef Plate Set Meal marks a different use from the Beef Bowl-type campaigns seen so far.

Three Items, Including the Yakiniku W Size Set Meals, Get 200 Yen Off (App Orders Only)

The three ‘W Size’ set meals eligible for the 200 yen discount are limited to orders placed through Matsuya Foods’ official app, Matsuben Net and Matsuya Mobile Order.

Item	Regular Price	Discounted Price
Large Serving Yakiniku Beef Set Meal	1,380 yen	1,180 yen
Large Serving Yakiniku Boneless Short Rib Set Meal	1,380 yen	1,180 yen
Large Serving Stir-fried Pork with Ginger Soy Sauce Set Meal	1,340 yen	1,140 yen

The discounted prices of 1,140 to 1,180 yen sit just 10 to 50 yen away from the one-day-only Heaping Beef Plate Set Meal at 1,190 yen. This creates a situation where the app-order-only discounted W Size set meals and the one-day-only Beef Plate Set Meal, available for both dine-in and takeout, land in nearly the same price range.

Terms of Use and Eligible Stores

• Campaign period: One day only, from 0:00 to 23:59 on Thursday, October 29, 2026
• Eligible stores: Matsuya locations nationwide, excluding some stores (Haneda Innovation City Store, Narita Airport Terminal 3 Store, and expressway service area (PA) stores are excluded)
• Cannot be purchased via ticket vending machine or tablet
• Matsuben Delivery is not eligible
• Miso Soup is not included with takeout orders

The Monthly ‘Meat Day Campaign’ Enters Its Third Year

The ‘Meat Day Campaign’ is a monthly campaign tied to the date 29 (read as ‘niku,’ or meat), and it has run without a single skip every month since January 2024. In 2026 alone, this marks its 10th consecutive monthly run, from January through October.

Each month has kept the 200 yen discount on W Size set meals as its core, while adding a different twist each time. In August 2026, it was a one-day-only Bakumori (blowout) serving menu; in September, two Hamburg Steak set meals were added to the discount lineup; and this time, in October, the one-day-only ‘Heaping Beef Plate Set Meal’ has been rolled out.

On the other hand, while the discount amount of ‘200 yen off’ on W Size set meals hasn’t changed since the campaign began, the regular prices of the eligible items have kept rising. The Large Serving Yakiniku Beef Set Meal was 1,290 yen (1,090 yen after discount) as of October 2024, but it’s now 1,380 yen regularly (1,180 yen after discount). With the discount amount held flat at 200 yen, the effective discount rate has been declining.