In light of the current public health environment and fears of coronavirus, Tim Hortons announced changes to its iconic Roll Up the Rim to Win contest running between March 11 to April 7, 2020. The coffee chain is removing all physical Roll Up the Rim to Win cups from its Canadian locations and moving the contest to its app.
While physical cups will be available at participating US locations for the first two weeks of the promotion, or while supplies last, this year’s Roll Up the Rim is aiming to make the switch from physical to digital. The change comes amid health concerns around staff handling returned rims that customers exchange for prizes.
Tim Hortons did not directly identify COVID-19 as the reason for the switch, but noted that “it’s not the right time for team members in our restaurants to collect rolled up tabs that have been in people’s mouths during this current public health environment.”
The company said it will redistribute all $30 million worth of prizes to restaurant giveaways and a digital contest. Throughout the month-long promotion, guests can play digitally on the Tim Hortons app.
The contest’s new format will allow Tims Rewards members to earn digital rolls when they scan their Tims Rewards loyalty card or app when making any hot beverage purchase. Anyone can sign up for the Tims Rewards loyalty program by downloading the app, creating an account and providing an email address.
Tim Hortons recognized that many guests would miss the physical act of rolling up the paper cup to reveal prizes. To make up for this loss, the company amped up its digital contest with $16 million worth of prizes. Additionally, $14 million worth of free coffee and hot beverages will be given away at participating restaurants that all guests can benefit from, regardless of whether or not they play the digital contest.
The revamped promotion came shortly after Tim Hortons’ parent company, Restaurant Brands International, announced a decline in sales last year. Same-store sales also dropped by more than four percent in the latest quarter.
Despite the loss of the physical nature of the campaign, Tim Hortons said it’s making the digital switch in the best interests of guests, restaurant owners and team members.