Source: Jake Edmiston, Financial Post, February 19, 2020

In addition to cutting the value of prizes, customers will only get to roll up the rim on a paper cup for two weeks of the month-long program. After that, customers will have to “roll up” a digitized rim on a digitized cup through the Tims mobile app.

Tim Hortons announced sweeping changes to its Roll Up the Rim to Win promotion on Wednesday, shifting toward a digital version of the iconic contest that offers more chances to play, but fewer prizes.

The shift comes after last year’s contest failed to inject the sales boost that the coffee chain had come to expect from its signature annual promotion. At the time, Tim’s parent company, Restaurant Brands International Inc., signalled that the 35-year-old contest needed to be modernized.

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Image credit: Financial Post

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