Tim Hortons is set to reinstate its beloved Roll Up To Win contest with physical cups for the first time since 2020, bringing back the classic experience Canadians have cherished for decades. The contest will run from February 24 through March 23, allowing customers to roll up the rim of their hot beverage cups to discover prizes once again, according to the company’s announcement made Monday.
The decision to reintroduce the classic physical cups stems from widespread customer sentiment. Hope Bagozzi, Chief Marketing Officer of Tim Hortons, remarked, "Guests loved celebrating the 60th anniversary of Tim Hortons with us last year and it inspired us to bring back some classic Roll Up cups this year for a limited time." This return is expected to reignite excitement among fans of the coffee chain, particularly after the contest transitioned to digital due to health concerns during the COVID-19 pandemic.
The Roll Up To Win contest, originally launched as Roll up the Rim to Win back in 1986, has become one of the brand’s hallmark promotions. Customers enjoyed physically rolling up the rims to reveal whether they had won prizes ranging from free beverages to significant rewards like vacations and vehicles. This traditional aspect was discontinued in 2020 when the promotion shifted fully online, aiming to minimize contact between customers and staff during health concerns.
Bagozzi explained the rationale behind this year’s return, saying, "Last year after Roll Up, we did hear some feedback from guests... but were missing the cup, the really tactile rolling up the rim." The return of the physical element needed careful consideration to address public health guidelines, which have evolved since the pandemic hit.
During this year's Roll Up To Win, customers will only be able to roll the rims of hot beverage cups, with these cups being available for purchase across restaurants until supplies last. Bagozzi emphasized the limited nature of this offering, urging customers to seize the opportunity. "Get them [the cups]while you can as we expect they'll go fast," she said.
Winners of physical prizes will show their winning rim to Tim Hortons employees to collect their rewards, which will then be dropped off in designated collection boxes to maintain safety protocols. The promotion, which has been digital for five years, won’t entirely lose its online components. Customers will still earn digital rolls through qualifying purchases of food and beverages. Eligible items include select hot or cold drinks, breakfast sandwiches, and even Tims at Home products, among others.
This hybrid approach to the contest is reflective of the brand’s adaptation post-COVID. During the contest period, Tim Hortons aims to offer dual chances for customers to engage and win. Prizes this year will include vacations, vehicles, gift cards, and various Tim Hortons products, catering to the excitement around the contest.
While the excitement is palpable, customer reactions to the news have been mixed. Online platforms like Reddit have seen discussions with some patrons expressing joy over the return of the physical cups, calling it a “small victory.” Others, inconsolable critics of the brand’s prior changes, voiced feelings of disappointment, stating they have moved on to other coffee alternatives or lamenting the decline of Tim Hortons’ offerings.
This sentiment was echoed by some social media users who expressed, “Sorry Tims. This was my favorite contest and you lost me to a super automatic. I won't be back.” The varied reactions highlight the challenge Tim Hortons faces—balancing nostalgia with contemporary consumer preferences.
Despite some reservations from customers, Bagozzi assures them of the high-stakes rewards awaiting participants this year. “We’re excited to give guests the chance to win amazing prizes like vehicles, vacations, and electronics — plus everyone loves winning a free coffee, doughnut or box of Timbits,” she added. The overarching goal is clear: to recapture the spirit of collaboration and excitement around the classic contest.
Looking forward, the company has not ruled out the possibility of reviving the Roll Up cups for future promotions, contingent on customer feedback. Bagozzi stated, "If it's really well received, guests really like it and things go to expectation... we will determine if it makes sense to bring it back." The 2025 Roll Up To Win contest promises to offer Canadians not only prizes but also nostalgia and hope for more engagement with Tim Hortons’ traditions.