Matsuya Foods Co., Ltd. announced that it will launch a premium beef-on-rice dish. The regular size of the new product will cost JPY 380, JPY 90 more than the current dish. The company plans to release premium versions of other menu items as well.

Matsuya spent about a year developing the new product to cater to the growing number of customers who prefer quality to quantity following Japan's economic upturn. The company plans to serve the premium dish at 286 of its restaurants at first and then increase the number to 621 by the end of the month, mainly in Tokyo and six other prefectures in the Kanto eastern region.