Matsuya PREMIUM Ginza Store to Begin Selling Three Deli Items Including 'Simmered Kobe Beef' on August 1, 2026

On July 30, 2026, Matsuya Foods announced that its prepared-food-focused location, Matsuya PREMIUM Ginza Store, would begin selling deli items starting at 11:00 a.m. on Saturday, August 1, 2026. The lineup consists of three items (all prices include tax): Matsuya-style Simmered Kobe Beef at 1,080 yen, Umatoma Hamburg Steak Made with Domestic Japanese Black Wagyu Beef (Only) at 1,280 yen, and Maximum Koitamago (Only) at 190 yen — a wide price range spanning from 190 yen to 1,280 yen. Shareholder benefit coupons cannot be used.

The official announcement frames the launch as a response to demand for enjoying authentic restaurant flavor easily at home and for adding one more dish to the table, stating the items can be used in a variety of scenes, from a dinner side dish to a special-occasion meal.

The ‘Deli Sales’ Announced at Opening Becomes a Reality

Matsuya PREMIUM Ginza Store is a permanent location representing a new business format that opened in the basement (B1) of Matsuya Ginza on June 10, 2026. The official announcement dated June 1, 2026, which introduced the opening, presented its carefully curated lineup and stated at the end that the company was ‘also considering developing new seasonal menu items and selling deli items.’ The launch of deli sales now realizes that statement roughly two months after opening.

Right after opening, Matsuya’s official X (formerly Twitter) account posted a string of visit and tasting reports from opening day through the following day, and the official announcement itself notes the response, stating the store ‘opened in June 2026 and has been well received by many customers.’

The Three Deli Items

Matsuya-style Simmered Kobe Beef (1,080 yen)

This dish uses Kobe Beef, the store’s signature ingredient, simmered together with onion in a sweet-savory sauce and served in a takeout container. At 1,080 yen, it falls into the upper price tier when compared with the regular Matsuya menu — higher than the 980-yen Grilled Eel Bowl or Founding Beef Loin Cutlet Curry and Rice, but lower than the 1,140-yen Hamburg Steak with Brown Sauce and Fresh Vegetable Salad Set. That said, Kobe Beef is not used on the regular menu, so a direct comparison on equal footing isn’t possible.

Umatoma Hamburg Steak Made with Domestic Japanese Black Wagyu Beef (Only) (1,280 yen)

This dish tops a hamburg steak generously with tomato sauce and a garnish of parsley. It carries the name of Umatoma Hamburg Steak, a long-running item at Matsuya, while explicitly stating the use of domestic Japanese Black Wagyu beef. The price stands out: 1,280 yen for an item sold on its own, without rice or salad — 100 yen more than the regular store’s Umatoma Hamburg Steak Set Meal at 1,180 yen, which does include rice and salad. Even accounting for the difference in ingredient grade, this creates a reversal in which the standalone item costs more than the full set meal.

Notably, on the regular menu side, two items in the Umatoma line, including the Overflowing 3-Cheese Rich Cheese-Filled Umatoma Hamburg Steak Set Meal, were discontinued in stages starting July 1, 2026. These are different products in both name and price, so they are not the same item, but the launch marks the appearance of a longstanding product family name as a deli item at the PREMIUM Ginza store.

Maximum Koitamago (Only) (190 yen)

At 190 yen, this is the most approachable of the three items. It’s a soft-boiled egg served in a flower-shaped dish, finished so the yolk shows through with a glossy, runny sheen. The 190-yen price sits right in the middle when compared with the regular store’s side menu — higher than Raw Egg or Soft-boiled Egg (100 yen each) and Grilled Sausage & Egg or Soy Milk Pudding (180 yen each), but lower than Rice or Small Serving Simmered Beef & Onion (200 yen each). Next to the 1,080-yen and 1,280-yen items, it offers a far more everyday price point for adding ‘one more dish.’

Uber Eats Joins the Takeout-Only Format

Shortly after opening, on June 18, 2026, the store’s name was changed from ‘Matsuya PREMIUM Ginza Store’ to ‘Matsuya PREMIUM Ginza Store, Takeout Only (No Eat-in Space).’ It is a format built around taking food to go, and this deli lineup is an extension of that store character.

According to the announcement, the deli items are also planned to become available through Uber Eats. The store already offered its regular menu via Uber Eats from the time it opened, so this adds the deli items to an existing delivery channel. The company states that even on days when visiting the store is difficult, customers can have the ‘Matsuya PREMIUM’ flavor delivered easily with just a smartphone.

This is not the first time Matsuya Foods has run a business centered on bento and deli sales. Past announcements show the company operated a limited-time bento and deli specialty store inside Odakyu Marche Tama Center in March 2021, and opened ‘Matsuben KITCHEN Koga-ya Store’ in September 2021. This marks the company’s first venture into a similar format in about five years.