Tim Hortons is revamping its iconic Roll Up the Rim contest, pushing a portion of the program online while rewarding the use of reusable cups.
The contest, which begins March 11 and lasts four weeks, will still include physical Roll Up the Rim cups, but only for the first two weeks. During the remaining two weeks, customers will be able to participate online or through the Tim Hortons app.
Hope Bagozzi, Tim Hortons’ recently hired chief marketing officer, said in a statement Wednesday that the changes are a result of feedback from customers, who wanted the program to be modernized.
“The contest will allow for a combination of paper, digital and sustainable play – and of course still fun with millions of exciting prizes available to be won,” Bagozzi said.
How the contest will work
Over the first two weeks, customers who purchase a hot beverage without using the Tim Hortons app will receive one “roll” on a physical cup. Those who do use the app will receive two “rolls” – one on the physical cup, and one in the app.
During the final two weeks, customers will receive “rolls” only through the app. Throughout the duration of the contest, anyone who brings in a reusable cup and uses the app will receive three “rolls” on the app.
The company also said that on the digital app, anyone who doesn’t win a prize will be entered into a weekly draw to win $100,000. Other prizes include:
17 million coffee and food prizes
45,000 $25 Tim Cards
200 Samsung 55” NU6900 Smart 4K UHD TVs
150 $1,000 CIBC Prepaid Cards
100 40,000 Air Miles Reward Miles
10 2020 Hyundai IONIQ Electric or Hybrid Vehicles
“We have a lot of guests coming through our restaurant and they all care deeply about sustainability and giving back to the community, just like we do,” Hugo Ouellet, a Tim Hortons restaurant owner in Quebec, said in a statement provided by the company.
“I think they are really going to embrace the changes we made to highlight and reward the choice to use a reusable cup.”
To kick off the contest’s relaunch, Tim Hortons will give out 1.8 million reusable cups for free, a move the company says is part of its “10-year commitment to change consumer perceptions and habits towards using reusable cups.”
Tim Hortons announced this summer that it would revamp the Roll Up the Rim contest after the brand had reported weak sales in the first quarter of 2019. While the chief executive of Tim Hortons’ parent company, Restaurant Brands International (QSR), said in August that the program has very high awareness, it had recently seen a “decline in effectiveness.” RBI had tried to build more excitement about the contest by adding more prizes, but it didn’t manage to bring in more customers.
“It’s become clear to us that it needs a modern and fresh approach to engage our guests in a stronger way,” CEO Jose Cil said.
Last year the Roll Up the Rim contest faced some criticism after three young Canadians launched a petition asking Tim Hortons to invest in compostable or recyclable paper cups.
Tim Hortons saw sales fall in 2019, prompting RBI to announce last week that the company will “refocus” on its coffee, baked goods and breakfast business after a year that saw dozens of product launches and promotions.