Tim Hortons’ Roll Up The Rim To Win contest is set to return next week to commemorate the franchise’s 40th anniversary, and this time it’s here to stay.
Tim Hortons made changes to the contest in 2020, primarily in response to health concerns related to the pandemic. It eliminated prizes printed under the rims of their cups and transitioned to a predominantly digital format known as “Roll Up To Win.”
The coffee shop chain reintroduced contest cups last year in response to customer feedback and Tim Hortons president Axel Schwan confirmed this week the once annual custom is back and will continue to be a part of future contests.
“When we brought Rolling Up The Rim back last spring, the response was incredible and we were reminded how important this iconic Tims tradition is for our guests,” Schwan said in a Feb. 18 press release. “So, we’re thrilled to share that Rolling Up The Rim of our cups is coming back—starting on Feb. 23—and not just for this year, but for years to come.”
Roll Up The Rim To Win was first launched in 1986 and the longtime spring tradition remained largely the same for 35 years before the contest was moved to the Tim Hortons app in 2020.
The coffee shop chain reintroduced contest cups last year after hearing from customers who said they missed rolling up the rims of hot beverage cups to uncover prizes like a free coffee or doughnut, as well as harder to win prizes such as televisions and vehicles.
The revival of the contest comes as several fast food chains in Canada are introducing promotions to attract customers in a market that is becoming increasingly competitive.
Contest Revival
Schwan said Tim Hortons is getting back to its roots with Roll Up The Rim To Win, adding that the revival of the decades-old tradition is one that customers have been asking for.“We always heard they loved the tradition of winning a free coffee – a little thing that could make their day,” he said.
Hot beverage cups with roll up rims will be available “while supplies last,” the company said.
The return of physical rim rolling won’t replace the digital component of the promotion, however. Those who prefer to participate in the contest digitally through Tims Rewards and the Tim Hortons app will still have that option, the company said.
Customers will have the opportunity to earn “digital rolls” when purchasing select hot or cold beverages, breakfast sandwiches, wraps, and various lunch and dinner options, or when they bring a reusable cup to complete their order, purchase Tims at Home products, or place an order via the app, according to the press release.
Tim Hortons says there are more than 30 million prizes available to be won during this year’s edition of Roll Up The Rim To Win. Prizes run the gamut from the traditional free coffee or doughnut to gift cards, electronics, and subscriptions.
Some of the larger prizes include vehicles, vacations, and VIP prizes like shopping sprees, a Cirque du Soleil getaway package or an NHL game day experience.
The contest begins on Feb. 23 and will run through March 22.
