Matsuya
松屋 | まつや
The technological innovator of gyūdon
The Pioneer of Innovation
Matsuya, founded in 1966, is the third player in the gyūdon marketwith 1,057 restaurants in Japan. But don't be fooled: this chain compensates for its smaller size with remarkable technological innovation and a unique market positioning.
Matsuya distinguished itself by becoming the first fully automated gyūdon chain, with automatic ticket vending machines in all its restaurants. This technological approach, combined with very competitive prices and bold culinary innovations, makes it an essential player in the Japanese gastronomic landscape.
The Story of an Innovator
1966: Modest Beginnings
Matsuya was founded as a small local chain in the Tokyo region. Unlike Yoshinoya which focuses on tradition, Matsuya adopts from the start a pragmatic and modern approach.
1980-1990: Vending Machine Revolution
Matsuya becomes pioneer in automation by installing automatic ticket vending machines in all its restaurants. This revolutionary innovation reduces staff costs and improves efficiency.
2000+: Expansion and Differentiation
Taking advantage of its optimized cost structure, Matsuya develops a dense network in urban areas and constantly innovates on products: beef curry, hamburg steaks, and creative collaborations.
2010+: The Technological Alternative
Matsuya positions itself as "the tech chain of gyūdon", attracting an urban, young and tech-savvy clientele. Its no-service-staff approach particularly appeals to Japanese introverts.
The Vending Machine Revolution
Automated Ticket System
100% of restaurants equipped with automatic vending machines with touchscreens in Japanese and English. Payment by cash, cards and mobile applications.
Cost Optimization
Drastic reduction in staff costs, allowing very competitive prices. Savings are passed on to customers.
Contactless Experience
Ideal for introverted customers. Order, payment and service with minimal human contact. A much appreciated approach in Japan.
Continuous Innovation
Mobile application, advance orders, digital loyalty programs. Matsuya stays at the forefront of technology.
Matsuya Menu
ClassicTraditional Gyūdon
| Dish | Size | Price | Specialty |
|---|---|---|---|
Gyūdon 牛めし | ぎゅうめし | Regular (並盛) | ¥380 | Lowest price on the market |
Gyūdon 牛めし | ぎゅうめし | Large (大盛) | ¥530 | Extra portion of rice |
Premium Gyūdon プレミアム牛めし | Regular | ¥590 | Superior quality beef |
Kalbi Gyūdon カルビ牛めし | Regular | ¥650 | Marinated beef ribs |
SignatureExclusive Specialties
| Dish | Description | Price |
|---|---|---|
Beef Curry ビーフカレー | Signature beef curry, thick and flavorful | ¥490 |
Hamburg Steak ハンバーグ定食 | Japanese-style hamburger steak with sauce | ¥690 |
Chicken Nanban チキン南蛮定食 | Fried chicken with tartar sauce, southern specialty | ¥790 |
Seafood Curry シーフードカレー | Curry with seafood and vegetables | ¥590 |
SetsComplete Meals
Complete Set
Gyūdon + miso + salad + raw egg
Morning Set
Breakfast menu until 10am
W Set
Double portion of beef
Topping Options
Egg, cheese, kimchi, onions
Recurring Promotions
Using the Vending Machine
Choose
Select your dish on the touchscreen
Pay
Cash, card or mobile app
Collect
Take your ticket and go to the counter
Wait
Sit down, your order arrives in 3-5 min
Tips for Beginners
Useful Words for the Machine
Unique Market Position
Matsuya Advantages
Unbeatable Prices
Gyūdon at ¥380, cheapest on the market
Advanced Technology
100% automated, contactless experience
Culinary Innovation
Beef curry, hamburg steaks, creative menus
Challenges
Limited Size
3rd position, fewer locations than Sukiya/Yoshinoya
Impersonal Experience
May seem cold for some customers
Technology Barrier
May intimidate less tech-savvy customers
Practical Information
Average Prices
Our Opinion
The technological experience of gyūdon. Matsuya offers the best value for money on the market. Perfect for those who appreciate efficiency, low prices and innovation. Complete automation may surprise but quickly becomes addictive.