Matsuya Holds App-Exclusive 'Grilled Eel Bowl Point Boost' July 21-27, Awarding 100 Points on 3 Eel Bowl Items

On July 20, Matsuya announced it will hold the Matsuya App-exclusive ‘Grilled Eel Bowl Point Boost Campaign’ from 0:00 on Tuesday, July 21 through 23:59 on Monday, July 27. During the campaign, ordering an eligible Grilled Eel Bowl item through Matsuben Net or Matsuya Mobile Order earns 100 Matsuya Points per meal. The takeout ‘2-Piece Grilled Eel Bowl Bento Set’ and ‘3-Piece Grilled Eel Bowl Bento Set’ are eligible for 200 points and 300 points, respectively.

Three Grilled Eel Bowl Items and Two Takeout Bento Sets Included

The announcement image features three items: the ‘Grilled Eel Bowl,’ topped with kabayaki-style grilled eel over white rice; the ‘Fluffy Egg Grilled Eel Bowl,’ covered in soft, silky egg; and the ‘Eel Combo Beef Bowl,’ which pairs beef bowl with eel. Each of the bowl items earns 100 points per meal, while the bulk-buy bento sets carry higher point awards.

Eligible Item	Regular Serving Price	Points Awarded
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
2-Piece Grilled Eel Bowl Bento Set	―	200 points
3-Piece Grilled Eel Bowl Bento Set	―	300 points

The Grilled Eel Bowl is also available in Double (1,680 yen) and Triple (2,380 yen) sizes, while the Eel Combo Beef Bowl and Fluffy Egg Grilled Eel Bowl come in Double (1,880 yen) and Triple (2,580 yen) sizes, with all sizes eligible for points. However, since the point award is fixed regardless of size, ordering a larger portion does not increase the number of points received.

A Flat 100 Points — the Regular Serving Grilled Eel Bowl Is the Best Value

Because the point award is a flat 100 points regardless of price, the rebate rate relative to price is higher for lower-priced items. Treating one Matsuya Point as worth one yen, the 980-yen Grilled Eel Bowl effectively returns about 10%, while the 1,180-yen Eel Combo Beef Bowl and Fluffy Egg Grilled Eel Bowl return a little over 8%. Since the point award is the same 100 points either way, ordering one Regular Serving Grilled Eel Bowl per person works out to the highest per-meal efficiency.

The bento sets carry larger point awards of 200 and 300 points, but this matches the Matsuben Net advance-reservation bonus for the takeout-only ‘Grilled Eel Bowl Bento Set’ announced on July 16, and advance reservations are not eligible for any additional points from this campaign.

Last Year Ran 14 Days, This Year Runs 7 — Part of the Day of the Ox Sales Push

A Matsuya App-exclusive point rebate for Grilled Eel Bowl items was also held the previous year. In 2025, over 14 days from Friday, July 18 to Thursday, July 31, the ‘Day of the Ox Campaign’ awarded 100 points each for three items: the Grilled Eel Bowl, the Grilled Eel & Egg Bowl, and the Eel Combo Beef Bowl. This time, the period has been cut in half to 7 days, while two takeout bento sets have newly been added, expanding the lineup to five items including the egg-topped ‘Fluffy Egg Grilled Eel Bowl.’

Behind this is the launch of the takeout-only ‘Grilled Eel Bowl Bento Set,’ announced on July 16, four days before this campaign begins. Its release date, July 21, coincides with the start of this campaign, and Matsuben Net advance reservations are guided toward pickup on Sunday, July 26. July 26 falls on this year’s Day of the Ox, suggesting these point measures are linked as part of a series of sales pushes leading up to the Day of the Ox.

Point measures involving the Grilled Eel Bowl have come in quick succession lately. On June 30, the ‘Bowl & Bento Point Boost,’ awarding 50 points across 13 items including the Grilled Eel Bowl, was announced for July 1-7, and this time the award has been narrowed to Grilled Eel Bowl items and raised to 100 points. On July 20, the kids-oriented ‘Kids’ Waku Waku Set Point Boost Campaign’ was also announced at the same time, continuing the run of app-exclusive point measures.

Terms of Use and Excluded Items

• Eligible services are Matsuben Net and Matsuya Mobile Order; Matsuben Delivery is not eligible
• Eligibility is based on the pickup date and time, not the order date
• Grilled Eel Plate-related items such as the Grilled Eel Plate (760 yen), Eel & Simmered Beef & Onion Plate (960 yen), and Fluffy Egg Grilled Eel Plate (960 yen) are not eligible
• Eligible stores are Matsuya locations nationwide, with some exceptions (excluding the Haneda Innovation City, Narita Airport Terminal 3, and highway service area locations)
• The 100 points awarded are not eligible for point multiplier boost campaigns