What no one Tim Horton’s customer wants to see this Spring. Credit: Selena Romero
There’s two things Canadian’s can count on in February: snow and Roll Up The Rim.
Launched in 1986, the a new type of cup gave Tim Hortons the chance to try something new. Dr. Selma Purac, associate professor for Media, Information, AND technology at Western University gives a brief history:
“The original concept was actually a means to drive up sales in the Spring when people weren’t buying as much coffee, and it coincided with the invention of a new cup, which cost the same to produce as a regular cup, but allowed you to roll up the rim quite literally.”
It began as a small promotion-the original prize was a pack of timbits, but demand and success allowed it to grow into the craze that takes over Canada every Spring.
The cups seemingly worked. Take Chris Drummond’s word for it, a Starbucks employee, who even switches his coffee loyalty during the promotion.
“Because I work at Starbucks, I get free coffee there. But Roll Up The Rim prizes are good, so I’ll go there… I’ll do the switch solely for the prizes. You have the chance to win gift cards, or even a car!”
While some coffee suppliers, like Starbucks and McDonald’s offer year-round promotions to work your way to the reward of a free drink, they don’t receive the same kind of hype that the Tim Horton’s campaign seems to gain.
According to Dr. Purac, there’s a couple reasons why.
“Usually the most effective contests are the ones that exist for a limited time only, it incentives customers to purchase now… In addition, people tend to gravitate towards convenience. The great thing about Tim’s is that you can exchange your reward immediately, with McDonald’s you need to keep your little card and collect stickers… we prefer instant gratification.”
But not even instant gratification or the chance for a car can tempt everyone into Tim Horton’s. Western student, Marissa Racco, says that she will not be rolling up any rims, any time soon.
“It doesn’t really affect me, because I refuse to drink Tim Horton’s coffee. Not even having a Roll Up The Rim will make me got there… I would rather save my money or spend it on a coffee I will enjoy.”
If you are one of those who does enjoy Tim’s coffee, or any hot drink from the restaurant-chain for that matter, you can look forward to Roll Up The Rim cups back in store on Wednesday, Feb. 6th.
