Matsuya's Official X Account Shares the Development Story Behind the Hamburg Steak with Taco Salsa Set Meal

At 2:45 PM on May 9, Matsuya’s official X account (@matsuya_foods) posted about the “Hamburg Steak with Taco Salsa Set Meal,” which launched on May 5, sharing the trial-and-error story behind its development. Posted on day five since launch, the post conveys positive customer feedback while steering readers toward an app-exclusive coupon.

Original Post Text

The “Hamburg Steak with Taco Salsa Set Meal” has been getting a wonderful response!

It came about through trial and error, from asking “What if we turned Taco Rice into a ‘hamburg steak set meal style’ dish?🤔” We’re thrilled to be hearing so many comments saying it’s delicious（╹◡╹）

Be sure to try it with our app-exclusive coupon‼️ https://www.matsuyafoods.co.jp/mobile/

The post text is structured in three paragraphs, separated by blank lines. The first paragraph reports the fact that the Hamburg Steak with Taco Salsa Set Meal has been well received; the second paragraph directly quotes, in quotation marks, the internal discussion from development, framing it as “a product born of trial and error”; the third paragraph directs readers to the app coupon along with a link. With emotive markers like “🤔,” “（╹◡╹）,” and “‼️” used liberally, the tone reads less like a product announcement and more like a behind-the-scenes confession from the person in charge of development.

The attached image is a coupon visual for “use in-store.” It displays the period “Tue, 5/5/2026, 10:00 AM ▶ Tue, 5/12, 10:00 AM,” the headline “Up to 70 Yen Off,” discounted prices for three Taco Rice items (Taco Rice, Sausage & Egg Taco Rice, and Hamburg Steak with Taco Salsa Set Meal), and the keywords “Spicy Salsa,” “Extra Cheese,” and “Crunchy Vegetables.” It closes with the catchphrase “The more you mix, the tastier it gets.”

App-Exclusive Coupon Overview (May 5 – May 12)

The app coupon for the three Taco Rice items is distributed over a seven-day window, from 10:00 AM on May 5 to 10:00 AM on May 12. This window aligns exactly with the launch timing of the Taco Rice series, making it a promotional measure limited to the launch week.

Menu	Regular Price	Coupon Price	Discount
Taco Rice	580 yen	530 yen	50 yen
Sausage & Egg Taco Rice	760 yen	710 yen	50 yen
Hamburg Steak with Taco Salsa Set Meal	990 yen	920 yen	70 yen

Of the three items, the Hamburg Steak with Taco Salsa Set Meal — the star of today’s X post — carries the largest discount at 70 yen, while the other two items are discounted by 50 yen each. The coupon type is “use in-store,” suggesting a format where customers obtain it in advance via the Matsuya App and present it at the store.

Day 5 of the Taco Rice Launch: The Fifth X Mention

The three Taco Rice items (Taco Rice, Sausage & Egg Taco Rice, and Hamburg Steak with Taco Salsa Set Meal) only launched at 10:00 AM on May 5. Today’s post marks the fifth time Matsuya’s official X account has mentioned this series.

Date & Time	Details
May 1, 6:00 PM	Announced the May 5 launch, four days ahead
May 5, 10:00 AM	Launched a Follow & Repost Campaign to mark the release (grand prize: 1,000 points x 30 winners)
May 5, 2:51 PM	Reported eating the dish on launch day
May 9, 2:45 PM (this post)	Revealed the Hamburg Steak with Taco Salsa Set Meal’s development story and promoted the app coupon

Having moved past the “announcement → eating report” phase right after launch, today’s post — in the latter half of launch week — enters a re-promotion phase built around a “development story.” The timing lines up with the push toward the coupon’s expiration at 10:00 AM on May 12 (three days remaining).

A Candid Look at the ‘Trial and Error’ Behind the Product

What stands out in today’s post is that it lays bare the internal discussion from the development process. It directly quotes, in quotation marks, the question raised at the idea stage — “What if we turned Taco Rice into a ‘hamburg steak set meal style’ dish?🤔” — following the format of an origin story about how the product came to be, rather than a straightforward product introduction. Paired with the candid feedback report, “We’re thrilled to be hearing so many comments saying it’s delicious,” the post leans toward the voice of the person in charge of development rather than that of the product itself.

The eating report on launch day, May 5 at 2:51 PM, already carried a first-person tone from the development/operations side, but today’s post goes a step further by directly quoting, in quotation marks, the question raised during development. Across the Taco Rice series, X’s voice has consistently favored a style that foregrounds “the personality of the person in charge” rather than a mere list of product specs.