Matsuya Official X Shares Development Story Behind Hamburg Steak with Taco Salsa Set Meal

At 2:45 PM on May 9, Matsuya’s official X account (@matsuya_foods) posted a story about the trial and error behind the Hamburg Steak with Taco Salsa Set Meal, which went on sale on May 5. Five days after launch, the post relays positive feedback while steering readers toward the app-exclusive coupon.

Original Post

“Hamburg Steak with Taco Salsa Set Meal” It has been extremely well received!

“What if we turned taco rice into a ‘Hamburg Steak Set Meal style’? 🤔” It’s a product born from that kind of trial and error, and we’re delighted to hear so many people say it’s delicious! (╹◡╹)

Please give it a try with the app-exclusive coupon‼️ https://www.matsuyafoods.co.jp/mobile/

The post has three paragraphs, separated by blank lines. The first reports that the Hamburg Steak with Taco Salsa Set Meal has been well received. The second directly quotes a question from the development discussions in quotation marks, describing the product as born from trial and error. The third points to the app coupon and includes a link. With its heavy use of emotive markers such as “🤔,” “(╹◡╹)” and “‼️,” it reads less like a product report and more like a confession from someone on the development team.

The attached image is a “Use in store” coupon visual. It shows the period “May 5, 2026 (Tue) 10:00 ▶ May 12 (Tue) 10:00” and a “Up to 70 yen OFF” headline, along with the discounted prices of three taco rice items (Taco Rice, Sausage and Egg Taco Rice, and the Hamburg Steak with Taco Salsa Set Meal) and the keywords “Spicy salsa,” “Plenty of cheese” and “Crisp vegetables.” It closes with the tagline “The more you mix, the tastier.”

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

The app coupon for the three taco rice items is available for seven days, from 10:00 on May 5 to 10:00 on May 12. It lines up exactly with the launch of the taco rice series, making it a launch-week-only promotion.

Menu Item	Regular Price	Coupon Price	Discount
Taco Rice	580 yen	530 yen	50 yen
Sausage and 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, the Hamburg Steak with Taco Salsa Set Meal, the star of today’s X post, gets the largest discount at 70 yen, while the other two get 50 yen off. The coupon type is “Use in store,” which appears to mean it is claimed in advance in the Matsuya App and shown at the restaurant.

Day 5 of Taco Rice: The Fifth Mention on X

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

Date/Time	Content
May 1, 18:00	Announced the May 5 release four days ahead
May 5, 10:00	Launched a release-commemoration follow-and-repost campaign (top prize: 1,000 points × 30 winners)
May 5, 14:51	Posted an eating report on launch day
May 9, 14:45 (this post)	Shared the development story of the Hamburg Steak with Taco Salsa Set Meal and pointed to the app coupon

After the “announcement → eating report” phase right after launch, today’s post marks a renewed push in the second half of launch week, this time with a development story. It lands with three days left before the coupon expires at 10:00 on May 12, making it a final push.

A Candid Account of “Trial and Error”

What stands out about today’s post is that it discloses the internal discussions from the development process as they were. It directly quotes the question raised at the idea stage, “What if we turned taco rice into a ‘Hamburg Steak Set Meal style’? 🤔”, in quotation marks, presenting not a product introduction but an origin story of how the product came to be. By pairing it with a candid note on reactions—“we’re delighted to hear so many people say it’s delicious”—the post leans toward the voice of the person in charge rather than the product side.

The eating report on launch day, May 5 (14:51), already had a first-person tone from the development and operations side, but today’s post goes a step further by directly quoting the question asked during development in quotation marks. The way the X account talks about the taco rice series is consistent: rather than listing product specs, it puts the “personality of the person in charge” front and center.