Tim Hortons‘ iconic Roll Up the Rim contest is about to get a lot shorter and more complicated as the coffee chain moves to slash costs while pushing customers to use its mobile app.
It’s also going to involve a lot less rolling, and probably a lot less winning.
The company announced a new set of rules for its annual Roll Up the Rim contest on Wednesday, and those rules are a far cry from what Canadians might be used to.
Essentially, the contest will come and go before you know it — and you won’t see nearly as many discarded roll-up cups lying around this spring. Instead, Canadians will be expected to collect “rolls” through their Tims Rewards account, which can be redeemed online or through the Tim Hortons app.
Roll Up the Rim will run for four weeks from March 11 until April 7, according to the newly published rules. That’s much shorter than last year, when Tim Hortons ran the promotion for 10 weeks (Feb. 6 until Apr. 17, 2019).
Additionally, physical roll-up cups will only be available in-store for the first two weeks of the contest. Tim Hortons will hand out digital “rolls” to customers’ accounts for the full four weeks, meaning you can get two entries per coffee over the first 14 days.
Customers who buy a hot drink with a reusable cup will get three digital rolls for all four weeks of the contest.
“Tim Hortons has modernized its iconic contest to allow for a combination of paper, digital and sustainable play,” the company said in a news release announcing the rules on Wednesday.
Tim Hortons also plans to give away 1.8 million reusable cups for free on March 10, just before the contest gets underway.
The company says its efforts will make Tim Hortons more sustainable.
“Our small town restaurants serve a rural community, but our guests are just as digital as you would find in bigger cities around the country,” Tanya Doucette, a store owner in Rocky Mountain House, Alta., is quoted as saying in the release.
“About half our customers every day are using the Tims Rewards program and I know they will really like the improved chances of winning on the app and the weekly draws of $100,000.”
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