Matsuya Launches 'Grilled Eel Bowl Bento Set' on July 21, Up to 400 Yen Off with Advance Reservation

Starting at 10:00 a.m. on Tuesday, July 21, 2026, Matsuya will launch the takeout-only “Grilled Eel Bowl Bento Set.” Buying two or three of the 980-yen Grilled Eel Bowl together brings up to 200 yen off the regular price, and using an advance reservation for July 26 (Sunday) pickup via Matsuben Net raises that to up to 400 yen off plus up to 300 Matsuya Points. It makes this the most affordable way to buy the Grilled Eel Bowl for takeout — the dish that debuted on June 23 as this summer’s regular menu item.

How Much Cheaper Is It to Buy the 980-Yen Bowl in Bulk?

The Grilled Eel Bowl costs 980 yen on its own. Here’s how much the set pricing brings that down compared to simply stacking up the regular price:

Set	Regular Price	Set Price	Discount	Per Bowl
Grilled Eel Bowl Bento 2-Bowl Set	1,960 yen	1,800 yen	160 yen off	900 yen (80 yen off)
Grilled Eel Bowl Bento 3-Bowl Set	2,940 yen	2,740 yen	200 yen off	approx. 913 yen (approx. 67 yen off)
[Advance Reservation] 2-Bowl Set	1,960 yen	1,640 yen	320 yen off + 200 points	820 yen (160 yen off)
[Advance Reservation] 3-Bowl Set	2,940 yen	2,540 yen	400 yen off + 300 points	approx. 847 yen (approx. 133 yen off)

Even at the regular price, the discount comes to 67–80 yen per bowl, but an advance reservation through Matsuben Net widens that to 133–160 yen per bowl, plus a Point Rebate on top. Counting the points awarded as an effective discount, the 3-bowl set works out to a 700-yen benefit (400 yen off plus 300 points). Note that the advance reservation is only valid for pickup on July 26 (Sunday).

This Summer’s Eel, Now Getting a Second Takeout Push After Its June Debut

The Grilled Eel Bowl only just launched nationwide on June 23 as this summer’s regular menu item, alongside the egg-focused Fluffy Egg Grilled Eel Bowl (1,180 yen). Matsuya officially positions this eel dish as entering its “eighth year as a summer regular,” and the 980-yen price for the single item has held steady in recent years. This new bento set is the follow-up move that extends that regular Grilled Eel Bowl toward bulk takeout purchases.

It’s also worth noting that the designated pickup date is fixed at July 26 (Sunday). This date matches what Matsuya had announced as “this year’s Day of the Ox,” suggesting the set is designed specifically for tables gathering around takeout Grilled Eel Bowls on that day.

The Bento Set Discount Changes Shape Every Year

Looking back at past Grilled Eel Bowl launch announcements, the bulk-purchase set discount has changed from year to year. In 2023, a 180-yen discount on the 2-bowl set and a 360-yen discount on the 3-bowl set were announced alongside the launch; in 2024, those figures were 100 yen and 150 yen respectively. While the single-item price has held steady at 980 yen, it’s only the size of the set discount that has fluctuated year by year.

This time, the discount runs as a campaign separate from the launch itself, offering 160 yen and 200 yen off at the regular price, with the Matsuben Net advance reservation raising that to 320 yen and 400 yen off plus a Point Rebate. Recent bulk-purchase campaigns have sometimes used a flat 50-yen-off-per-bowl design, but factoring in the advance reservation perk, this round’s discount width and Point Rebate rank among the more generous offers.

How to Make an Advance Reservation via Matsuben Net (July 26 Pickup Only)

To claim the maximum 400 yen off plus 300 points, make an advance reservation through Matsuben Net in the official Matsuya Foods app. The reservation window runs from Thursday, July 16, 2026, through 11:59 p.m. on Thursday, July 23, 2026. The whole process is completed within the official app.

First, tap “Order” (“Order Here”) at the bottom center of the app. The home screen lists three ordering options: Matsuben Net, Mobile Order, and Matsuben Delivery.

Select “Matsuben Net” at the top of the list that appears. It’s a service for ordering ahead for takeout, and it also earns points.

Next, select the store where you’d like to pick up your order. The offer covers Matsuya locations nationwide, excluding the Haneda Innovation City store, the Narita Airport Terminal 3 store, and highway parking-area stores.

On the pickup date and time selection screen, choose the “Grilled Eel Bowl Advance Reservation — July 26 (Sun.) Pickup Only” tab. The key point is that this is a separate slot from the usual “pickup within 24 hours” option.

Finally, be sure to change the date to July 26. Since the advance reservation is only valid for July 26 pickup, failing to set this correctly means the order won’t qualify for the advance reservation benefit.

Note that the advance reservation window (July 16–23) partially overlaps with a separate Matsuben Net campaign period (July 14–20) that doubles points for pickups between 2:00 p.m. and 6:00 p.m. However, Matsuya has not officially stated whether the advance reservation benefit and the double-points offer can be combined.