Matsuya Launches 'Hearty Beef Plate Set Meal' with Free Rice Refills Today at 3 PM

Matsuya will launch six Beef Plate Set Meal items, including the “Hearty Beef Plate Set Meal,” which turns its beef plate into a set meal, at Matsuya stores nationwide (excluding some locations) at 3 PM on October 13. At 2:32 PM that day, just before launch, a push notification announcing the release was sent from the official Matsuya app.

The Hearty Beef Plate Set Meal starts at 790 yen. The lineup of six items combines two beef portion levels, “Hearty” and “Extra-large,” with three flavor styles: “Beef Plate,” “Beef Plate w/ Grated Radish & Ponzu Citrus Soy Sauce,” and “Green Onion and Soft-boiled Egg Beef Plate.” Because it is served in set meal style, refills of new-crop rice are free, as many times as you like.

Flavor	Hearty	Extra-large
Beef Plate	790 yen	990 yen
Beef Plate w/ Grated Radish & Ponzu Citrus Soy Sauce	890 yen	1,090 yen
Green Onion and Soft-boiled Egg Beef Plate	990 yen	1,190 yen

The notification text is built as a paraphrase of the announcement text

The notification that was sent was titled “10/13 (Tue) from 3 PM: ‘Beef Plate Set Meal’ & Free Rice Refills 🍚” and its body read “Matsuya’s signature beef plate, now as a set meal 🐮💨 / The portion of meat is a ‘hearty’ Beef Bowl large-serving size ❣ / Enjoy it until you’re full ✨” (line breaks in the original are shown as slashes).

The wording is a shortened version of the October 9 announcement that first revealed the launch. “Matsuya’s signature” comes from the announcement’s phrase “a dish that lets you luxuriously enjoy Matsuya’s signature meat in an overwhelming ‘Beef Bowl large-serving size’ volume,” while “free rice refills” is a condensed version of the announcement’s “precisely because it’s a ‘set meal’ style, refills of delicious new-crop rice are free, as many times as you like.”

The product’s official name is “Hearty Beef Plate Set Meal,” but the notification title drops “Hearty” and says only “Beef Plate Set Meal,” moving the word “hearty” into the body’s volume description, “‘hearty’ Beef Bowl large-serving size.” The body uses five emoji (🍚🐮💨❣✨), which falls within the average range compared with the emoji counts in past new-menu notifications.

A price revision for the Beef Bowl takes effect at the same 3 PM

A price revision for some Matsuya products also takes effect at 3 PM on October 13, the same time as the launch. The Beef Bowl (regular serving) goes from 460 yen to 480 yen, Egg on Rice with Choice of Large Serving from 350 yen to 380 yen, and the morning-only Simmered Beef Meal from 400 yen to 430 yen, among others, all of them increases. The Hearty Beef Plate Set Meal is a new menu item, so 790 yen is its starting price and it is not covered by the price revision.

That day, beef-focused initiatives follow one another at staggered times. At 10 AM, the “MEGA Serving Fair” begins for one week only, doubling the meat on the Boneless Short Rib and Kimchi Bowl and the Salt-based Green Onion Pork Loin Bowl. At 3 PM, the beef plate set meals launch alongside the price revision, and from 5 PM the Matsuya App-exclusive “Set Meal of Beef Plate Point Boost Campaign” begins. The point boost runs until 11:59 PM on October 19 and grants 70 points for orders of eligible menu items (limited to Matsuben Net and Matsuya Mobile Order; Matsuben Delivery is not eligible). A 50-yen-off coupon is also available for the beef plate set meals from launch day.

Existing beef plate side items reorganized into set meals

The six beef plate set meals are not newly developed flavors but existing beef plate side items reworked into set meal form. The standalone “Beef Plate” (370 yen), “Beef Plate w/ Grated Radish & Ponzu Citrus Soy Sauce” (470 yen), and “Green Onion and Soft-boiled Egg Beef Plate” (570 yen) have all been on the menu since September 1, and the set meals add the meat portion of a “Beef Bowl large-serving size” and free rice refills to turn them into set meals. The standalone beef plates and other single items will continue to be sold alongside them after launch.

The idea of “free rice refills on set meals” itself has been run before as limited-time campaigns, in October 2005 and October 2022. This time, however, it is not a campaign but is built in as a standard feature of the regular menu.