Matsuya Revives 'Grilled Eel Bowl' at 736 Store-Limited Locations Today at 10 AM After Ending Chain-Wide Sales

Starting at 10 AM on Tuesday, August 25, Matsuya will sell the “Grilled Eel Bowl” as a store-limited menu item. The official X account (@matsuya_foods) announced the news that same morning. The Grilled Eel Bowl had been sold as a chain-wide regular menu item since June before ending sales on August 11, and it now returns roughly two weeks later, this time limited to select stores.

Official X Announces the “Revival”

The official X post reads, “Starting 10 AM on Tuesday, August 25, the ‘Grilled Eel Bowl’ is back at select stores 🎉,” followed immediately by a line break and “Participating stores below ⇩,” which directs readers to the list of eligible stores. It’s a short announcement that opens with the release date and time, names the item in quotation marks, and closes with a party popper emoji (🎉). For an item that ended sales on August 11, the official account welcomes it back with the word “revival.”

From Chain-Wide Menu to Store-Limited: A Return After About Two Weeks

The Grilled Eel Bowl debuted as a chain-wide regular menu item (980 yen) on June 23 and was also sold on the Day of the Ox, July 26. It was then delisted all at once on August 11 alongside other summer eel-related items such as the Eel Combo Beef Bowl and the Fluffy Egg Grilled Eel Bowl. Now, 14 days later, the name “Grilled Eel Bowl” returns to the menu — not chain-wide this time, but as a store-limited item at select locations. Where the June version was sold at all stores for 980 yen, this time the format has shifted to store-limited availability, setting it apart from a simple re-release.

736 Stores Nationwide

The item will be sold at 736 stores nationwide across 36 prefectures, and the list of eligible stores has already been published on Matsuya’s official store-limited page. This is the same store list the post links to under “Participating stores below ⇩.” Since store-limited menu items are only available at select locations, it’s worth checking the list to confirm whether the store you plan to visit is included.

Multiple Changeovers Converge at 10 AM on the Same Day, August 25

10 AM on August 25 marks not just the store-limited revival of the Grilled Eel Bowl but a convergence of several menu and campaign changeovers. At the same 10 AM slot, the store-limited “Seared Rib Finger Bowl” (70 stores), made with the rare Rib Finger cut, also goes on sale. In addition, the “Pork & Kimchi Set Meal” is slated to launch as a regular menu item, and distribution of the Boneless Short Rib service voucher that had been underway ends at 10 AM the same day. From eel to short rib, multiple products and campaigns change over at the same time.