News

‘It’s gotten old’: Tim Hortons vows major changes to Roll Up the Rim after campaign fails to boost sales

‘It’s gotten old’: Tim Hortons vows major changes to Roll Up the Rim after campaign fails to boost sales
Business
Tim Hortons is planning to make major changes to its signature Roll Up the Rim contest after acknowledging the 33-year-old promotion “didn’t work” this year.

Tim Hortons’ parent company, Restaurant Brands International Inc., pegged weak sales in the first quarter of 2019 on bad weather and the faded popularity of Roll Up the Rim. The coffee chain’s system-wide sales were US$1.5 billion, down US$61 million compared to the previous year. Comparable sales, an important gauge for success in retail, fell by 0.6 per cent.

“Our biggest promotion in a competitive environment didn’t work,” Macedo said. “So that causes us to lose ground.”

Noticing the campaign wasn’t attracting customers like it used to, Tim Hortons tried making tweaks to the program this year, adding more prizes and extending the run time. But it didn’t provide the desired result — and the extra prizes dragged down the coffee chain’s sales numbers.

Now, Tim Hortons is planning to turn Roll Up into a mostly digital program, with Macedo promising “a really cool app.”

“You’re going to be able to play with it on your phone next year, no doubt,” he said. “I’m promising that without talking to the tech people, but I assure you that’s going to happen.” Asked about whether the promotion would stay on coffee cups, he said he was still trying to figure out “how many rims we’re going to continue to roll up.”

“We’re not going to kill it,” Macedo said. “I don’t want people to think, ‘Oh, Roll Up is done.’ It’s not done.”

Big week of insights with Fed decision and data from around the world, including Canada

Martin Pelletier: In my experience, the best quality private investments rarely make it to private clients

Vancouver-area casinos for years had been accepting millions of dollars in questionable cash from gamblers holding suitcases bulging with bills
Read more on National Post
News Topics :
RELATED STORIES :
Business
Tim Hortons Roll Up The Rim contest celebrates its 29th anniversary this month, with prizes including 50 Toyota Camrys and 100 55 inch OLED TVs from LG. The contest arguably...
Business
Roll Up The Rim , Roll Up The Rim 2014 , Roll Up The Rim 2014 Dates , Roll Up The Rim 2014 Prizes , Roll Up The Rim Dates...
Top Stories
In honour of its 50th anniversary, Tim Hortons is offering two chances to win on each cup of coffee for Roll Up the Rim to Win. The Canadian company is...
Top Stories
Popular YouTube star, Pete Czerwinski, bought 100 empty cups to test the odds of winning a prize in Tim Hortons Roll Up The Rim To Win contest. Furious Pete...
Canada
Mya Chau and Eve Helman, both 12, and Ben Duthie, 16, are behind a change.org petition asking Canada’s iconic coffee chain to introduce a fully compostable or recyclable paper cup....