Tim Hortons enhances Roll Up the Rim ahead of Q4

February 18, 2014  |  Rebecca Harris  |  Comments

Tim Hortons’ Roll Up the Rim to Win contest has some new twists as the coffee giant celebrates its 50th anniversary.

Customers now have two chances to win on each hot beverage cup purchased. In addition to their chance at the pool of 47 million prizes that range from cars to muffins, a bonus roll gives them the chance to win one of 10 additional grand prize vehicles.

In a play on the “pre-nup” concept, customers can also now create a “pre-cup” agreement for their friends, family or coworkers on RollUpTheRimToWin.com. The agreement can be printed, e-mailed or shared through Facebook to “protect friendships” in the event a customer treats a friend to a coffee—and that friend wins a prize.

According to the company’s “Coffee Conscience” poll, 65% of Canadians would keep the car if treated to winning a cup of Tims. The pre-cup “is all in good humour, but it may just help to solve a moral dilemma all the same,” said Glenn Hollis, vice-president brand strategy, marketing and guest experience, in a release.

The refreshed contest has launched at a pivotal time for Tim Hortons. On Feb. 20, the company will unveil its fourth-quarter results, and on Feb. 25, president and CEO Mark Caira will lay out his five-year plan at an investors’ conference.

According to The Canadian Press, the new strategy is expected to address stiff competition from McDonald’s coffee and from others in the fast-food sector. The announcement may outline changes in the menu that could streamline the Tim Hortons offering and perhaps reduce long lineups.

Caira, who joined Tim Hortons last July, said last fall that he wanted to improve customer experience and satisfaction.

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