Tim Hortons iconic “Roll Up The Rim” contest is going digital.
Faced with declining sales and angry investors, Tim Hortons is moving to modernize the Roll Up The Rim contest 35 years after the national marketing initiative was first launched.
The national coffee-and-doughnut chain, under the umbrella of Restaurant Brands International (TSX:QSR) said that, for the first two weeks of the four-week contest, which runs March 11 to April 7, customers will still be able to purchase physical cups in participating stores. After that, customers will only be able to participate in the contest through the Tim Hortons app or online.
The change is meant to help ignite sagging sales and placate vocal environmentalists who complain about Tim Hortons disposable cups. The company is struggling with its performance, with sales at stores open for more than one year having declined 4.3% in the latest quarter. In Canada alone, the declines were even more substantial, with sales having fallen 4.6%.
"We will reward guests who make the sustainable choice by using a reusable cup and scanning their Tims Rewards card with three digital rolls," Tim Hortons Chief Marketing Officer, Hope Bagozzi, said in a release.
Tim Hortons is also retiring "Please Play Again." Instead, customers who do not win a prize will be entered into one of four $100,000 national draws.
Restaurant Brands stock declined 26 cents to $87.49 early Wednesday morning.
