Tim Hortons is reviving its classic Roll Up to Win contest with the reintroduction of hot beverage cups featuring rollable rims. Customers can win prizes by physically rolling the rim or earning 'digital rolls' through various purchases and actions. The promotion combines both physical and digital elements, offering a nostalgic experience with modern convenience.
Tim Hortons is bringing back its iconic Roll Up to Win contest to its traditional format. The Canadian coffee chain announced on Monday that it will reintroduce hot beverage cups with rollable rims, revealing prizes when rolled, starting February 24th. Hope Bagozzi, chief marketing officer at Tim Hortons , shared that customer feedback highlighted a strong preference for the physical element of the contest.
'Last year after Roll Up, we did hear some feedback from guests that they really love the game, but were missing the cup, the really tactile rolling up the rim,' Bagozzi explained. 'When we took stock of last year's game and said, how do we make it even better ... (we were) thinking, could we bring the cups back in some shape or form? That sort of became part of the impetus.' The promotion, first launched in 1986, transitioned to a fully digital format in 2020 due to the COVID-19 pandemic. This change aimed to minimize contact between staff and customer-touched rims.Tim Hortons has managed to reinstate physical rollable rims by implementing a new safety protocol: winners will present their winning rims to staff before discarding them into a designated box. However, the digital aspect of the contest remains. Customers can earn 'digital rolls' through various means, such as purchasing select hot or cold beverages, breakfast sandwiches, wraps, and other menu items, using a reusable cup, buying Tims at Home products, or signing up for a Tims Mastercard. While only hot beverage cups will have rollable rims and be available in limited quantities, both the physical and digital components will offer prizes. Customers can win vacations, vehicles, gift cards, coffees, and doughnuts until March 23rd.Although Tim Hortons has committed to bringing back rollable cups for a limited time, Bagozzi hinted at a potential permanent return. 'If it's really well received, guests really like it and things go to expectation, that's something we'll evaluate at the end of this year's game and then determine if it makes sense to bring it back,' she stated
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