Tim Hortons changes contest in light of public health environment

March 9, 2020, Toronto, Ont. – Tim Hortons has announced changes to its iconic Roll Up The Rim To Win contest as a result of the state of the current public health environment caused by the coronavirus.

Tim Hortons is eliminating paper Roll Up The Rim cups and redistributing all $30 million of prizes to restaurant giveaways and the digital Roll Up The Rim contest.

The contest runs March 11 to April 7, 2020, throughout Canada.

The company said in a statement that it is making the decision in the best interests of guests, restaurant owners and more than 100,000 team members.

“Tim Hortons does not believe it’s 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 stated.

“Tim Hortons recognizes that some guests will miss the excitement of rolling up the paper cups, even for good reason given the current public health environment. This is why Tim Hortons has made the digital contest even more exciting with $16 million of prizes – in addition to the $14 million giveaway at restaurants that all guests can benefit from, regardless of whether or not they play our digital game.”

Tim Hortons stated it is working with its sustainability team to responsibly collect all of the paper Roll Up The Rim cups to ensure they are appropriately recycled.

Tim Hortons is redistributing prizes currently under the rims of Roll Up The Rim cups to provide $14 million of free coffee and hot beverage giveaways at restaurants for guests who make a coffee or hot beverage purchase.

Tim Hortons cash registers at participating restaurants are being programmed to randomize the coffee and hot beverage giveaway and winning guests will automatically be credited for their beverage at the time of purchase.

All the other prizes currently under the rims of Roll Up The Rim cups, including cars, TVs, reward miles, pre-paid gift cards and Tims gift cards can now be won through the digital Roll Up The Rim Contest that runs for the entire four-week period.

Tims Rewards members will earn digital rolls when they scan their Tims Rewards loyalty card or app when making any hot beverage purchase during the four weeks of the contest. For more information, go to www.rolluptherimtowin.ca.

“We will always do the right thing for guests, restaurant owners and 100,000 team members,” said Hope Bagozzi, chief marketing officer of Tim Hortons. “Given the current public health environment, we decided to make a change to our contest. We have redistributed all $30 million of prizes to restaurant giveaways and our digital Roll Up The Rim contest.”

Tim Hortons is Canada’s largest restaurant chain operating in the quick service industry with more than 4,800 restaurants in Canada, the United States and around the world.