TAIPEI (Taiwan News) -- Matsuya Foods, the last of the major Japanese beef bowl chains to enter the Taiwan market, held its official grand opening today in a Shin Kong Mitsukoshi store in Taipei.
At 11:00 a.m. today, scores of eager Taiwanese customers lined up in front of Taiwan's first Matsuya shop on B1 of the Shin Kong Mitsukoshi Taipei Nanxi Store III.
Established in 1966, Matsuya is what in Japan is known as a gyūdon (牛丼, restaurant chain), and is joining its competitors Yoshinoya and Sukiya, which have already established a presence in Taiwan for many years. Gyūdon such as Matsuya are popular in Japan with foreign travelers because they are open 24 hours and can serve as a good spot for late night snacks and early breakfasts.
Cashier beckoning for next customer.
Although Matsuya is the last of the three Japanese beef bowl chains to enter the Taiwan market, it is the favorite among Taiwanese netizens who travel to Japan. Its beef bowl (gyumeshi) is being sold at a price of NT$69 (US$2.26). Indeed, many of the customers who came for the grand opening said that they had enjoyed eating at the fast food chain when visiting Japan.
A Taiwanese college student surnamed Lai (賴), who counted as the sixth customer for the new restaurant, told Taiwan News that she had enjoyed eating at Matsuya when traveling in Japan before and took her friend to try it for the first time. She said she enjoys the beef bowl chain because it differs from what is available in Taiwan and is at an economical price.
Taiwanese students who were sixth in line to try the new restaurant.
A 35-year-old secretary surnamed Lee (李) and her husband, a 40-year-old graduate student surnamed Chen (陳), said that they had Matsuya for the first time during their honeymoon in Japan. Lee said that they enjoy Donburi (丼, rice bowl dish) such as what is available at Matsuya, but they do not like what is offered by their competitors.
Samples of Matsuya's dishes.
Closeup of fried pork cutlet.
"Sampuru" or plastic models of dishes available at Matsuya restaurant in Taipei.