Matsuya Discontinues 4 Eel and Yatara Side Dishes, Including Grilled Eel Plate

On August 11, Matsuya removed four items from its official menu page all at once: the eel-based side dishes Grilled Eel Plate, Eel & Simmered Beef & Onion Plate, and Fluffy Egg Grilled Eel Plate, along with Yatara Only, a dish adapted from a Shinshu regional specialty. As of August 4, all four items carried a “To Be Discontinued Successively” notice, and the discontinuation went ahead exactly as announced.

Discontinued About a Week After the Notice

The discontinuation notice appeared on the menu page for the four items on August 4, and they disappeared from the listing about a week later, on August 11. This wasn’t a sudden cutoff but a planned discontinuation announced in advance, giving customers roughly a week’s grace period to grab one last taste.

The 4 Discontinued Items and Their Prices

The four discontinued items, their prices, and release dates are as follows.

Product	Price	Release Date
Grilled Eel Plate	760 yen	June 23
Eel & Simmered Beef & Onion Plate	960 yen	June 23
Fluffy Egg Grilled Eel Plate	960 yen	June 23
Yatara Only	200 yen	July 7

Grilled Eel Plate was priced at 760 yen, while Eel & Simmered Beef & Onion Plate and Fluffy Egg Grilled Eel Plate were each 960 yen — striking price points for side dishes.

Matsuya’s current lineup of 29 side dishes ranges from 80 yen (Mayonnaise Only) to 390 yen (Hiyajiru Only). Grilled Eel Plate was roughly double that top price, while Eel & Simmered Beef & Onion Plate and Fluffy Egg Grilled Eel Plate were about 2.5 times higher. Going by price alone, they were on par with set meals or beef bowl sets.

Yatara Only, which was discontinued at the same time, was priced at 200 yen — the same as Rice, Small Serving Simmered Beef & Onion, Green Onion & Egg, and Extra Cheese. This was a thoroughly standard side dish price.

Products with “Eel” in the Name Are Temporarily Gone

With the three eel-based side dishes gone, Matsuya’s current menu no longer has a single item carrying the “eel” prefix, at least for now. It marks a milestone for this summer’s eel campaign.

Timeline From Launch to Discontinuation

Grilled Eel Plate, Eel & Simmered Beef & Onion Plate, and Fluffy Egg Grilled Eel Plate were part of a nationwide summer eel campaign launched on June 23 and were sold for 49 days (about seven weeks) until August 11. According to an official announcement, this was Matsuya’s eighth eel campaign to date, and it has become a summer staple timed to coincide with the Day of the Ox (July 26 this year).

Yatara Only launched on July 7 and was sold for 35 days (about five weeks). It was Matsuya’s own take on the Shinshu regional dish “yatara,” and the official X account had introduced a way of eating it called “Extra Yatara,” in which Yatara Only is piled on top of Yatara Beef Bowl. With this discontinuation, that combination is no longer available either.

It’s worth noting that June 23 and July 7, when the eel and yatara items respectively launched, as well as August 11, when they were discontinued, all fall on a Tuesday — Matsuya’s regular menu changeover day. That same August 11 also saw the launch of two new items, Beef Short Rib & Offal Bowl and Matsuya’s Yakiniku Beef Bowl, with their debut coinciding with the end of this summer’s limited-time menu.