Matsuya Adds Five New Store-Limited Menu Items in One Go, Including Poke Bowl and Kinugasa-don, at Up to 70 Stores

Matsuya, the Beef Bowl chain operated by Matsuya Foods, has been found to have added five new store-limited menu items. The items went on the menu starting March 24, 2026, and are available at 65 to 70 stores nationwide.

New Menu Items

Menu Item	Number of Stores	Participating Stores
Poke Bowl	65 stores	Check participating stores
Hamburg Steak Overflowing with 3 Kinds of Rich Cheese	69 stores	Check participating stores
Onion Gratin Cheese Hamburg Steak	69 stores	Check participating stores
Egg-Simmered Beef Bowl	70 stores	Check participating stores
Kinugasa-don	70 stores	Check participating stores

Menu Features

The five newly added items consist of three rice bowl dishes and two Hamburg steak dishes.

Poke Bowl appears to be an arranged take on the marinated tuna rice bowl that originated in Hawaii. It is unusual for a Beef Bowl chain to roll out a Poke Bowl as a store-limited item, reflecting Matsuya’s experimental stance. Of the five items, it has the smallest rollout, limited to 65 stores across just six prefectures, making it a more cautious rollout compared with the other items.

Hamburg Steak Overflowing with 3 Kinds of Rich Cheese and Onion Gratin Cheese Hamburg Steak are both new variations on Matsuya’s cheese-based Hamburg steak lineup. Matsuya’s regular menu already includes several cheese Hamburg steak dishes, such as the Cheese Umatoma Hamburg Steak Set Meal and the Stewed Cabbage Cheese Tomato Hamburg Steak Set Meal, but this marks the first time the chain has taken a “cheese-filled” or “onion gratin” approach. Both items are available at 69 stores, spanning a wide rollout across 18 to 19 prefectures.

Egg-Simmered Beef Bowl and Kinugasa-don are offered at the same 70 stores. Kinugasa-don is a Kyoto-born dish of fried tofu and Kujo green onion simmered with egg over rice, an unusual genre for Matsuya’s menu. Egg-Simmered Beef Bowl is also a variation on the classic Beef Bowl, but its egg-simmered style is the kind of offering only a store-limited rollout would bring.

Rollout by Prefecture

Across all five items, Tokyo is the largest rollout area. The number of stores by prefecture for each menu item is as follows.

Poke Bowl (6 Prefectures, 65 Stores)

• Tokyo: 35 stores
• Saitama: 14 stores
• Osaka: 11 stores
• Chiba: 2 stores
• Nagano: 2 stores
• Hyogo: 1 store

Hamburg Steak Overflowing with 3 Kinds of Rich Cheese (18 Prefectures, 69 Stores)

• Tokyo: 33 stores
• Kanagawa: 7 stores
• Chiba: 5 stores
• Saitama: 5 stores
• Ibaraki: 2 stores
• Miyagi: 2 stores
• Hyogo: 2 stores
• Hiroshima: 2 stores
• Osaka: 2 stores
• Shizuoka: 1 store
• Shiga: 1 store
• Nagano: 1 store
• Ishikawa: 1 store
• Aichi: 1 store
• Mie: 1 store
• Nara: 1 store
• Yamanashi: 1 store
• Kyoto: 1 store

Onion Gratin Cheese Hamburg Steak (19 Prefectures, 69 Stores)

• Tokyo: 22 stores
• Saitama: 8 stores
• Kanagawa: 7 stores
• Osaka: 6 stores
• Chiba: 5 stores
• Niigata: 2 stores
• Wakayama: 2 stores
• Hyogo: 2 stores
• Aichi: 2 stores
• Shizuoka: 2 stores
• Ibaraki: 2 stores
• Kyoto: 2 stores
• Gifu: 1 store
• Ehime: 1 store
• Nagano: 1 store
• Yamagata: 1 store
• Hiroshima: 1 store
• Miyagi: 1 store
• Fukuoka: 1 store

Egg-Simmered Beef Bowl / Kinugasa-don (18 Prefectures, 70 Stores, Same Stores)

• Tokyo: 27 stores
• Osaka: 7 stores
• Kanagawa: 6 stores
• Chiba: 5 stores
• Saitama: 5 stores
• Aichi: 3 stores
• Hyogo: 2 stores
• Miyagi: 2 stores
• Fukushima: 2 stores
• Kyoto: 2 stores
• Ibaraki: 2 stores
• Gunma: 1 store
• Yamanashi: 1 store
• Fukuoka: 1 store
• Niigata: 1 store
• Tochigi: 1 store
• Tokushima: 1 store
• Hiroshima: 1 store

Notably, Poke Bowl is the only item with an extremely limited rollout area of just six prefectures. Tokyo accounts for 35 stores, or 54% of the total, suggesting this is a trial positioning to gauge reaction in the greater Tokyo and Osaka areas. The two Hamburg steak items and the two rice bowl items, by contrast, are spread across 18 to 19 prefectures, taking on the character of a full-scale trial sale.

Current Store-Limited Menu Lineup

With the addition of these five items, Matsuya’s store-limited menu now totals 11 items. This is a large-scale addition following the Chimichurri Sauce Thick-Cut Grilled Pork (70 stores) and Mt. Fuji Tofu Mapo Eggplant (68 stores), both of which went on the menu starting March 17, and the Soy Milk Pudding (200 stores). The item with the widest rollout is Soy Milk Pudding at 200 stores, while the item with the fewest is Iburigakko Beef Bowl, with just 4 stores.