Matsuya Launches Nationwide-First 'Yatara Beef Bowl' Featuring Shinshu Local Dish, Today at 650 Yen

At 10:00 a.m. on July 7, Matsuya launched the limited-time Yatara Beef Bowl, made with Yatara, a local dish from Shinshu (Nagano Prefecture), at Matsuya locations nationwide except for some stores. It’s a refreshing beef bowl topped with chopped summer vegetables, with the Regular Serving priced at 650 yen (tax included, as below). This marks the first time a menu item featuring Yatara has been rolled out nationwide. The Yatara Japanese-style Hamburg Steak Set Meal and the standalone Yatara and Mayonnaise Only items also debuted the same day, July 7.

Yatara Beef Bowl

The star of the lineup, the Yatara Beef Bowl, comes in five sizes from Small Serving to Extra-large Serving. The Regular Serving price of 650 yen falls in the range of a regular Beef Bowl with a topping added. The nutritional information is as follows.

Size	Price	Energy	Protein	Fat	Carbohydrates	Salt Equivalent
Small Serving	620 yen	523kcal	13.6g	23.0g	62.5g	3.7g
Regular Serving	650 yen	703kcal	17.7g	29.2g	88.4g	4.1g
Large Topping-Only Serving	820 yen	781kcal	20.3g	35.9g	90.0g	4.6g
Large Serving	870 yen	949kcal	22.8g	36.2g	127.1g	4.6g
Extra-large Serving	1,050 yen	1,253kcal	31.5g	56.6g	147.9g	5.6g

With the chopped vegetables on top, this bowl offers a fresher, juicier texture than a regular Beef Bowl of the same size.

What Is Yatara, a Local Dish from Shinshu?

Yatara is a traditional Shinshu dish made by finely chopping summer vegetables such as cucumber, eggplant, daikon radish, and carrot, then mixing them with a kombu- and soy sauce-based dashi and serving them over rice. Matsuya’s official website describes it as offering “a refreshing, crisp taste, with crunchy vegetables brought together by a kombu and soy sauce dashi base.” The dish lets you enjoy the beef and the texture of the chopped vegetables together, making it an easy-to-eat, summer-friendly option even in early summer, when the heat can dull one’s appetite.

Yatara Japanese-style Hamburg Steak Set Meal Also Launches

The Beef Bowl isn’t the only menu item featuring Yatara. The Yatara Japanese-style Hamburg Steak Set Meal, topping a juicy Japanese-style hamburg steak with Yatara, also debuted. Four variations are available, from the Only option without rice up to Triple.

Size	Price	Energy	Protein	Fat	Carbohydrates	Salt Equivalent
Only	630 yen	334kcal	14.7g	22.1g	17.0g	4.4g
Single	830 yen	738kcal	22.8g	24.3g	101.9g	6.0g
Set Meal	1,180 yen	1,035kcal	35.7g	46.2g	111.5g	7.4g
Triple	1,580 yen	1,368kcal	50.3g	68.2g	128.4g	11.8g

The Set Meal comes with rice and salad. Shareholder benefit coupons can be used toward the Yatara Beef Bowl and the Single size of the hamburg steak, among others.

Yatara Only and Mayonnaise Only

Yatara Only (200 yen), which lets you add Yatara on its own, was also introduced. It lets you top your usual Beef Bowl or Set Meal with Yatara yourself.

Mayonnaise Only (80 yen) was added as well. The nutritional information is as follows.

Menu Item	Price	Energy	Protein	Fat	Carbohydrates	Salt Equivalent
Yatara Only	200 yen	16kcal	0.5g	0.3g	2.9g	1.1g
Mayonnaise Only	80 yen	139kcal	0.1g	14.8g	1.1g	0.4g

At just 16kcal, Yatara Only is light and easy to use as a topping that adds a refreshing touch to existing menu items.

From May’s Store-limited ‘Yatarazuke’ to a Nationwide Menu Item

Menu items featuring Yatara have a history: starting May 5, they were sold on a store-limited basis at select locations as the Yatarazuke Beef Bowl and Yatarazuke Hamburg Steak Set Meal. At the time, availability was limited to roughly 70 stores, but this Yatara Beef Bowl is now sold as a limited-time item at Matsuya locations nationwide except for some stores, making it available at far more locations. It’s a seasonal bowl that brings a taste of Shinshu summer to a nationwide beef bowl chain.