Matsuya Holds App-Only 'Grilled Eel Bowl Point Boost' July 21–27, Granting 100 Points on 3 Eel Bowl Items

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title: “Matsuya Holds App-Only ‘Grilled Eel Bowl Point Boost’ July 21–27, Granting 100 Points on 3 Eel Bowl Items” categories:

• campaign tags:
• news
• point
• announcement
• app
• matsuya-point published: true created_at: “2026-07-20T13:27:49+09:00” updated_at: “2026-07-20T13:27:49+09:00” thumbnail: “https://cdn.gyumesy.com/articles/pg9qqf/thumbnail.webp” ogp_image: “https://cdn.gyumesy.com/articles/pg9qqf/ogp.png” source_url: “https://www.matsuyafoods.co.jp/matsuya/whatsnew/campaign/165594.html” editor_comment: “Ahead of the Day of the Ox, if efficiency is your goal, stack up Regular Serving Grilled Eel Bowls; if you want a big meal, go for the bento set. Either way, remember to order via Matsuben Net or Mobile Order.” description: “Matsuya will hold the Matsuya App-only ‘Grilled Eel Bowl Point Boost Campaign’ from July 21 to 27. Ordering any of 3 eligible items, including the Grilled Eel Bowl, via Matsuben Net or Matsuya Mobile Order earns 100 points each, and Grilled Eel Bowl Bento Sets earn up to 300 points.” related_articles:
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On July 20, Matsuya announced its Matsuya App-only “Grilled Eel Bowl Point Boost Campaign,” running from 0:00 on Tuesday, July 21 to 23:59 on Monday, July 27. During the period, ordering an eligible grilled eel bowl item via “Matsuben Net” or “Matsuya Mobile Order” earns 100 Matsuya Points per serving. For takeout, the “Grilled Eel Bowl 2-Piece Set Bento” and “Grilled Eel Bowl 3-Piece Set Bento” are eligible for 200 and 300 points, respectively.

Eligible: 3 “Grilled Eel Bowl” Items and 2 Takeout Bento Sets

The campaign image shows three items: the “Grilled Eel Bowl,” grilled eel kabayaki-style over white rice; the “Fluffy Egg Grilled Eel Bowl,” covered in a soft, fluffy egg; and the “Eel Combo Beef Bowl,” which pairs eel with a Beef Bowl. Each bowl item earns 100 points per serving, while the bulk-buy bento sets carry higher point awards.

Eligible item	Regular Serving price	Points granted
Grilled Eel Bowl	980 yen	100 points
Eel Combo Beef Bowl	1,180 yen	100 points
Fluffy Egg Grilled Eel Bowl	1,180 yen	100 points
Grilled Eel Bowl 2-Piece Set Bento	―	200 points
Grilled Eel Bowl 3-Piece Set Bento	―	300 points

The Grilled Eel Bowl is also available in Double (1,680 yen) and Triple (2,380 yen), and the Eel Combo Beef Bowl and Fluffy Egg Grilled Eel Bowl in Double (1,880 yen) and Triple (2,580 yen); all sizes are eligible. However, the points are the same regardless of size, so ordering a bigger serving does not earn more points.

A Flat 100 Points: Aim for the Regular Serving Grilled Eel Bowl

Because the points are a flat 100 regardless of price, the cheaper the item, the higher the rebate relative to its price. Counting one Matsuya Point as roughly 1 yen, the 980-yen Grilled Eel Bowl works out to an effective rebate of about 10%, while the 1,180-yen Eel Combo Beef Bowl and Fluffy Egg Grilled Eel Bowl come to a little over 8%. For the same 100 points, ordering a Regular Serving Grilled Eel Bowl for each person in your group is the most efficient per meal.

The bento sets award larger amounts of 200 and 300 points. However, these match the Matsuben Net advance-reservation bonus for the takeout-only “Grilled Eel Bowl Bento Set” announced on July 16, and orders placed through advance reservation reportedly receive no additional points from this campaign.

14 Days Last Year, 7 Days This Time: Part of the Day of the Ox Sales Push

Matsuya App-only point rewards on grilled eel bowls were also offered last year. In 2025, from Friday, July 18 to Thursday, July 31, a 14-day “Day of the Ox Campaign” granted 100 points each on three items: the Grilled Eel Bowl, the Grilled Eel & Egg Bowl, and the Eel Combo Beef Bowl. This year the period is half as long, at 7 days, but two takeout bento sets have been added to the eligible items, and the lineup has grown to five items in total, including the egg-topped “Fluffy Egg Grilled Eel Bowl.”

Behind this campaign is the launch of the takeout-only “Grilled Eel Bowl Bento Set,” announced on July 16, four days before the campaign was announced. It goes on sale on July 21, the same day the campaign begins, and Matsuben Net advance reservations are offered for pickup on Sunday, July 26. July 26 is this year’s Day of the Ox, so the point promotions appear to be linked as part of a series of sales pushes leading up to that day.

Point promotions centered on grilled eel bowls have come in quick succession. On June 30, a “Bowl & Bento Point Boost” granting 50 points on 13 items, including the Grilled Eel Bowl, was announced for July 1 to 7; this time, the promotion narrows to the Grilled Eel Bowl items and raises the points to 100. Also on July 20, the “Kids’ Waku Waku Set Point Boost Campaign” for children was announced, so app-only point promotions continue.

Conditions and Excluded Items

• Eligible services are “Matsuben Net” and “Matsuya Mobile Order”; “Matsuben Delivery” is not eligible
• The eligible period is based on the pickup date and time, not the order date
• Grilled eel plate items, such as the Grilled Eel Plate (760 yen), Eel and Beef Plate (960 yen), and Fluffy Egg Grilled Eel Plate (960 yen), are not eligible
• Eligible stores are Matsuya locations nationwide, with some exceptions (Haneda Innovation City Store, Narita Airport Terminal 3 Store, and expressway PA stores are excluded)
• The 100 points granted are not eligible for point multiplier campaigns