Matsuya Foods opened its first permanent high-end restaurant, Matsuya PREMIUM, on June 10, 2026 [1], in Tokyo.
The move represents a strategic shift for the beef-rice bowl chain as it attempts to penetrate the mid-to-high-end ready-to-eat market [4]. By moving beyond its traditional fast-food model, the company aims to attract a different demographic of consumers within the luxury retail environment.
The new establishment is located on underground floor one [2] of the Matsuya Ginza department store in Chuo-ku, Tokyo [3]. This marks the first time the company has established a permanent store of this nature inside a department store [3].
Matsuya PREMIUM focuses on showcasing premium domestic beef to distinguish itself from the standard chain offerings [4]. The menu features high-grade meats, including Kobe beef, and black-hair wagyu [4]. This upscale approach allows the company to leverage the prestige of the Ginza district—one of Tokyo's most affluent shopping areas—to build brand equity.
The opening follows a period of experimentation with different service formats. By securing a permanent footprint in a high-traffic department store, Matsuya Foods is testing whether the brand's core product can successfully transition from a budget-friendly staple to a luxury dining experience [3].
“Matsuya Foods opened its first permanent high-end restaurant, Matsuya PREMIUM, on June 10, 2026.”
This expansion indicates a diversification strategy by Matsuya Foods to insulate itself from the volatility of the budget dining sector. By integrating into a luxury department store, the company is attempting to pivot its brand image from a convenience-based utility to a destination for gourmet domestic beef, targeting higher spending per customer.
