Matsuya Official App Sends Push Notification for Batachiki's 6th Comeback

At 10:26 AM on May 12, the Matsuya official app announced the release of the “Butter Chicken Curry and Rice,” launched today at 10:00 AM, via push notification. The title declared it “finally back for the 6th time,” emphasizing that this marks a comeback after six previous sales runs. The notification arrived 26 minutes after the release began.

Original Notification Text

• Title: Finally Back for the 6th Time❗️"Butter Chicken Curry and Rice" Released❗️
• Body: A curry sauce brimming with the rich flavor of coconut milk and tomato, packed with chunky chicken😋This year, even more buttery flavor added🧈

The title places “finally” alongside two “❗️” marks, framing this as a long-awaited comeback for loyal fans. The body outlines the product’s core makeup with “the rich flavor of coconut milk and tomato” and “chunky chicken,” while explicitly noting this year’s improvement with “even more buttery flavor added.” The two emojis — “😋” (delight) and “🧈” (butter) — are designed to reinforce the menu association.

What “Back for the 6th Time” Means

“Back for the 6th time” is Matsuya’s official phrasing. Lining up the past release announcement titles shows the following. The count corresponds to the 6th instance when counting comebacks excluding the very first release.

Order	Release/Revival Announcement Date	News Title
1st	August 2, 2019	Highly Popular “Butter Chicken Curry and Rice with Chunky Chicken” Nationwide Sales Begin (from August 6, 2019)
2nd	July 16, 2020	“Butter Chicken Curry and Rice with Chunky Chicken” Released!
3rd	December 10, 2020	Limited Quantity! “Butter Chicken Curry and Rice with Chunky Chicken” Returns!
4th	July 1, 2021	The Long-Awaited Return of “Butter Chicken Curry and Rice with Chunky Chicken”
5th	October 27, 2022	“Butter Chicken Curry and Rice with Chunky Chicken” Released
6th	September 19, 2024	The Hugely Popular “Batachiki” Returns: “Butter Chicken Curry and Rice with Chunky Chicken” Released
7th (This Time)	May 12, 2026	Butter Flavor Boost for an Even Richer, Creamier Taste — “Butter Chicken Curry and Rice” Released

In total, this marks the 7th appearance overall, calculated as the “6th” when excluding the first release (2019) from the comeback count. This is the first comeback in roughly 20 months since the previous one (September 2024), and another notable point is that the “Chunky Chicken” modifier has been dropped from the product name this time.

The Follow-up Notification Timing, 26 Minutes After Release

There is a 26-minute lag between the release start (10:00 AM) and today’s notification (10:26 AM), falling within the same range as the follow-up notification timing for the most recent new menu release.

Menu	Release Date & Time	App Notification Time	Lag After Release
3 Taco Rice Items	May 5, 2026, 10:00 AM	May 5, 2026, 10:31 AM	31 minutes later
Butter Chicken Curry and Rice (This Time)	May 12, 2026, 10:00 AM	May 12, 2026, 10:26 AM	26 minutes later

In both cases, the follow-up notification was sent within 30 minutes of release, suggesting that just under 30 minutes has become the standard timing for new menu release app notifications.

Batachiki Release-related Activity Around 10:00 AM on May 12

Lining up today’s Batachiki release-related activity centered around 10:00 AM shows the following.

Time	Activity
9:00 AM	Official X reminder for the start of the 2nd collaboration
9:38 AM	Batachiki and Cream Butter added to the menu under the regular category
9:53 AM	Kids’ Menu images updated to the 2nd collaboration design
10:00 AM	Batachiki and Cream Butter sales begin
10:00 AM	Official X Follow & Repost campaign begins to mark the Batachiki release
10:00 AM	Official X Kobito 2nd Collaboration Follow & Repost campaign begins
10:08 AM	Batachiki and Cream Butter moved to the limited-time category + Gorochiki delisted
10:23 AM	Lunch category split + 20-yen price cut on Miso Soup with Pork & Vegetables Only side
10:26 AM (This Time)	Push notification for the Batachiki release sent via the official app

Amid the menu- and promotion-side activity around 10:00 AM, today’s app notification stands as the primary channel delivering the Batachiki release directly to members.