Matsuya Adds Five Store-Limited Items at Once, Including Poke Bowl and Kinugasa-don, at Up to 70 Stores

Matsuya, the beef bowl chain operated by Matsuya Foods, has added five new items to its store-limited menu. The listing began on March 24, 2026, and the items are available at 65 to 70 stores nationwide.

New Menu Items

Item	Stores	Participating Stores
Poke Bowl	65 stores	Check participating stores
Overflowing Three-Kind Rich Cheese-Filled Hamburg Steak	69 stores	Check participating stores
Onion Gratin Cheese Hamburg Steak	69 stores	Check participating stores
Beef Egg-Simmered Bowl (Gyu-toji-don)	70 stores	Check participating stores
Kinugasa-don	70 stores	Check participating stores

Highlights of the Menu

The five new items consist of three bowls and two Hamburg steaks.

The Poke Bowl appears to be an adaptation of the marinated tuna bowl that originated in Hawaii. It is unusual for a beef bowl chain to offer a poke bowl as a store-limited item, and it suggests Matsuya’s experimental approach. With 65 stores, it has the smallest rollout of the five, and it is available in only six prefectures, a more cautious rollout than the other items.

The Overflowing Three-Kind Rich Cheese-Filled Hamburg Steak and the Onion Gratin Cheese Hamburg Steak are both new variations of cheese-based Hamburg steaks. Matsuya’s regular menu already includes several cheese Hamburg steaks, such as the “Cheese Umatoma Hamburg Steak Set Meal” and the “Stewed Cabbage Cheese Tomato Hamburg Steak Set Meal,” but the “Cheese-Filled” and “Onion Gratin” angles are firsts. Both are offered at 69 stores across 18 to 19 prefectures, a wide rollout.

The Beef Egg-Simmered Bowl (Gyu-toji-don) and Kinugasa-don are offered at the same 70 stores. Kinugasa-don is a Kyoto-originated egg-simmered bowl with fried tofu pouch and Kujo green onion, an unusual genre for a Matsuya menu item. Gyu-toji-don is also a variation on the beef bowl, but the egg-simmered style is a rollout that suits a store-limited item.

Rollout by Prefecture

Across all five items, Tokyo is the largest rollout area. Store counts by prefecture for each item are as follows.

Poke Bowl (6 prefectures, 65 stores)

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

Overflowing Three-Kind Rich Cheese-Filled Hamburg Steak (18 prefectures, 69 stores)

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

Onion Gratin Cheese Hamburg Steak (19 prefectures, 69 stores)

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

Beef Egg-Simmered Bowl (Gyu-toji-don) and Kinugasa-don (18 prefectures, 70 stores, same stores)

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

Notably, the Poke Bowl alone is confined to just six prefectures. With 35 stores, or 54% of the total, concentrated in Tokyo, it appears to be a trial to gauge reactions in the Tokyo area and Osaka area. The two Hamburg steaks and two bowls, on the other hand, span 18 to 19 prefectures, making this look like a full-scale test sale.

Current Store-Limited Menu Lineup

With these five additions, Matsuya’s store-limited menu now totals 11 items. This is a large batch of additions following the “Grilled Thick Pork with Chimichurri Sauce” (70 stores), “Mapo Eggplant with Mt. Fuji Tofu” (68 stores), and “Soy Milk Pudding” (200 stores), whose listings began on March 17. The item with the most stores is the Soy Milk Pudding at 200 stores, and the fewest is the “Iburigakko Beef Bowl” at just 4 stores.