Matsuya Official App Pushes Notification for Today's Launch of 'Overflowing Three-Kind Rich Cheese-Filled Hamburg Steak'

On June 2, 2026 at 10:22, the official Matsuya app announced the new menu item ‘Overflowing Three-Kind Rich Cheese-Filled Hamburg Steak,’ which went on sale at 10:00 that day, via push notification. Arriving roughly 22 minutes after the launch time, this follow-up announcement came after the menu data, the official X account, and the limited-time category reclassification had been processed in turn.

Original Notification Text

• Title: 鉄板焼きハンバーグの中に濃厚チーズ🧀「溢れる3種の濃厚チーズINハンバーグ」新発売❗️ (Rich cheese inside a teppan-grilled hamburg steak 🧀 “Overflowing Three-Kind Rich Cheese-Filled Hamburg Steak” is a New Release ❗️)
• Body: 『デミソース』『うまトマソース』2種で楽しむ、チーズ好きにはたまらない一皿🧀 (A dish cheese lovers can’t resist, enjoyed with two sauces: ‘Demi-glace Sauce’ and ‘Umatoma Sauce’ 🧀)

The title places the outer cooking method (“teppan-grilled hamburg steak”) alongside the filling (“rich cheese”), with a 🧀 emoji worked into the text. The body narrows the message to two points, “two sauces” and “irresistible for cheese lovers,” combining a sauce-choice angle with a cheese-filling angle. The longer pitch elements in Matsuya’s official announcement of May 28, such as “plump and juicy,” “three carefully selected cheeses sealed inside,” and “cheese that overflows from within when you break in with your chopsticks,” were condensed for the push notification into just two phrases: “two sauces” and “rich cheese.”

Today’s Cheese-Filled Hamburg Steak Announcement Chain

This notification is the fourth announcement about the Cheese-Filled Hamburg Steak from Matsuya’s official channels today, June 2. Announcements were fired off across channels in succession within 30 minutes either side of the 10:00 launch.

Time	Channel	Content
9:31	Menu data	Six new Cheese-Filled items added, plus an overhaul of the existing hamburg steak lineup (4 items rebuilt, 5 items removed)
10:00	Official X	Launch-commemoration follow & repost campaign for the Cheese-Filled Hamburg Steak begins (1,000 Matsuya Points x 30 winners, through 6/8)
10:11	Menu data	The six Cheese-Filled items reclassified into the limited-time category
10:22 (this notification)	Official app	Launch push notification for the Cheese-Filled Hamburg Steak

The channels ran in step at intervals of roughly 10 to 30 minutes: menu data added, then the X follow-and-repost campaign, then the limited-time category reclassification, and finally the app push notification.

Lineup Recap

Based on Matsuya’s official announcement of May 28 and this morning’s menu data additions, the set meal versions of the ‘Overflowing Three-Kind Rich Cheese-Filled Hamburg Steak’ series, on sale from 10:00 on June 2, are the following six items.

Menu Item	Price	Calories
Overflowing Three-Kind Rich Cheese-Filled Demi-glace Hamburg Steak Set Meal	1,090 yen	1,048 kcal
Overflowing Three-Kind Rich Cheese-Filled Umatoma Hamburg Steak Set Meal	1,180 yen	1,085 kcal
Overflowing Three-Kind Rich Cheese-Filled Demi-glace Egg Hamburg Steak Set Meal	1,190 yen	1,136 kcal
Overflowing Three-Kind Rich Cheese-Filled Demi-glace Cheese Hamburg Steak Set Meal	1,290 yen	1,207 kcal
Overflowing Three-Kind Rich Cheese-Filled Umatoma Cheese Hamburg Steak Set Meal	1,380 yen	1,244 kcal
Overflowing Three-Kind Rich Cheese-Filled Demi-glace Egg Cheese Hamburg Steak Set Meal	1,390 yen	1,295 kcal

The app notification stops at promoting the “two sauces” (Demi-glace and Umatoma). The four derivative combinations, with an added egg (omelet) or added cheese topping, are not mentioned in the notification text. Prices span 300 yen, from 1,090 yen to 1,390 yen, rising step by step from the lowest-priced Cheese-Filled Demi-glace to the top-tier Cheese-Filled Demi-glace Egg Cheese.

Comparison with Recent New-Menu Launch App Notifications

Since April, the official Matsuya app has settled into a pattern of sending new-menu launch push notifications on the morning of launch day.

Delivery Date/Time	Menu Item	Timing Relative to Launch
April 21, morning to late morning	Grilled Pork Loin Set Meal / Salt-based Green Onion Pork Loin Bowl	Morning of launch day
April 28, morning to late morning	Set Meal of Pork Steak	Morning of launch day
May 5, 10:31	Taco Rice	Late morning of launch day (31 minutes after the 10:00 launch)
June 2, 10:22 (this notification)	Overflowing Three-Kind Rich Cheese-Filled Hamburg Steak	Late morning of launch day (22 minutes after the 10:00 launch)

The push notification for the May 5 Taco Rice launch went out 31 minutes after launch, and today’s June 2 notification for the Cheese-Filled Hamburg Steak went out 22 minutes after launch. In both cases the app notification came after the limited-time category reclassification (10:11 for Cheese-Filled; 10:09 for Taco Rice), not immediately at launch time. The pattern of dropping the app notification only after the operational cleanup of the first 30 minutes after launch is complete was followed again for the Cheese-Filled Hamburg Steak.