Matsuyama has several local specialties worth seeking out. Jaku-udon (thin udon noodles in a light broth) is the local version of the Shikoku udon tradition. The city also claims imotaki, a stew of taro, chicken, and vegetables cooked outdoors in large pots along the river in autumn — a local tradition unlike anything you'll find elsewhere in Japan.
The streets around Dogo Onsen have plenty of restaurants catering to visitors, but the city center along Okaido and Gintengai shopping arcades has more variety for evening dining.