Matsuya 'Una Plate' and Three Other Eel and Yatara Side Dishes Discontinued

Matsuya quietly pulled four side dishes from the Menu page of its official website on August 11: three eel-based side dishes, the “Grilled Eel Plate,” the “Eel and Beef Plate” and the “Fluffy Egg Grilled Eel Plate,” plus “Yatara Only,” a twist on a traditional dish from Shinshu. All four had carried a “※To be discontinued successively” label since August 4, so the removal went exactly as announced.

About One Week From Notice to Discontinuation

The four items were tagged with a discontinuation notice on the Menu page on August 4, and about a week later, on August 11, they disappeared from the list. This was not an abrupt cutoff but a planned discontinuation announced in advance, giving customers roughly one week to rush in for a last taste.

The Four Discontinued Items and Their Prices

Here are the four discontinued items, with prices and release dates.

Item	Price	Release date
Grilled Eel Plate	760 yen	June 23
Eel and Beef Plate	960 yen	June 23
Fluffy Egg Grilled Eel Plate	960 yen	June 23
Yatara Only	200 yen	July 7

At 760 yen for the Grilled Eel Plate and 960 yen each for the Eel and Beef Plate and the Fluffy Egg Grilled Eel Plate, these were eye-catching prices for side dishes.

The 29 side dishes currently on the menu range in price from 80 yen (Mayonnaise, ordered separately) to 390 yen (Hiyajiru Only). The Grilled Eel Plate cost about twice that top price, and the Eel and Beef Plate and Fluffy Egg Grilled Eel Plate about 2.5 times as much. On price alone, they were on par with set meals and beef bowl sets.

Yatara Only, which vanished at the same time, cost 200 yen, the same as Rice, Small Serving Simmered Beef & Onion Plate, Green Onion and Soft-boiled Egg, and Extra Cheese. It was a very standard side dish price.

Matsuya’s Lineup Is Briefly Free of “Eel” Items

With the three eel side dishes gone, Matsuya’s current menu no longer has any item carrying “eel” in its name. The summer eel campaign has come to a close.

From Launch to Discontinuation

The Grilled Eel Plate, Eel and Beef Plate and Fluffy Egg Grilled Eel Plate were part of Matsuya’s summer eel lineup that launched nationwide on June 23, and they were sold for 49 days (about seven weeks) through August 11. According to the official announcement, this was Matsuya’s eighth eel campaign in total, a summer staple timed to the Day of the Ox (July 26 this year).

Yatara Only launched on July 7 and was sold for 35 days (about five weeks). Matsuya released it as a twist on “yatara,” a traditional Shinshu dish, and its official X account also introduced a way to eat it called “Extra Yatara,” which layered Yatara Only on top of the Yatara Beef Bowl. With this discontinuation, that combination is no longer available either.

June 23, July 7 and August 11, the dates when the eel and yatara items launched and when they were discontinued, are all Tuesdays, the day when new menu items switch over. On August 11, “Beef Short Rib & Offal Bowl” and “Matsuya’s Yakiniku Beef Bowl” also launched, so the end of these summer limited-time items coincided with the arrival of the new ones.