
This is the ideal time to be posting this story … I’m doin’ the usual mundane routine of the several cups of of morning java exorcise most of us do daily and places like this get stinking rich off our laziness !!! …
Note ; I’m at home , making my own damn coffee !!! …
‘ It’s gotten old ‘ : Tim Hortons vows major changes to Roll Up the Rim after campaign fails to boost sales …

Ron Buist was blowing leaves in his garden on Monday when he found out Tim Hortons was planning to shake up its signature Roll Up The Rim promotion.
“ Son of a gun ” Buist said over the phone from his house in Oakville , Ont.
For Buist , the news was personal : The 79-year-old retired marketer created the contest while working in Tims’ marketing department in the 1980s.
Tim Hortons president Alex Macedo , after the coffee giant had a a losing quarter ( reported system-wide sales of US$1.5 billion, down US$61 million compared to the previous year. Comparable sales ) , decided to tap into the obsessive , empty skulls of the coffee addicted general public ( certain age groups ! ) and said his team is looking at creating “ a really cool app ” to bring Roll Up The Rim into the digital age — and a coffee market that has become far more complex and crowded than it was when the contest started.
Tim Hortons had tried this year to improve the program , after noticing that it wasn’t attracting customers to stores. The chain added more prizes and extended the length of the contest. But it didn’t provide the desired result — and the extra prizes dragged down Tim Hortons’ sales numbers.
“ It’s gotten old ” Tim Hortons president Alex Macedo told the Financial Post on Monday. “ No one drives the same car , not a lot of people , that they had in 1986 and expects the same results ”.
Asked about whether the promotion would stay on coffee cups ( when the company brings in its’ new app ) , he said he was still trying to figure out “ how many rims we’re going to continue to roll up ”.
“ 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 ”.
“ I don’t want people to think ‘ Oh , Roll Up is done ’. It’s not done ” he said. “ We’re not going to kill it … We need to make it exciting again ”…
Well … Unless you were the ONE that won a car … I’d hardly call a free donut or coffee ” exciting “…
The story of how Ron came up with the ‘ rim roll up ‘ idea is quite interesting …
The program was born in a boardroom sometime in 1985 , when Buist , then working in marketing at Tim Hortons , was meeting with a paper cup manufacturer about a Christmas cup design.
On his way to the meeting he passed the head of Tim Hortons marketing in the hallway , who asked him to start thinking about some sort of contest to run with the coffee cups. At that time , there were two ways to have a contest on a cup , he said : pull tabs , which doubled the cost of each cup and “ ridiculous ” ballots , which were easy for staff to just hand out to friends.
“ Now you’ve got to understand that we had very little money at that time for advertising ” said Buist , who published his book Tales from Under the Rim : The Marketing of Tim Hortons in 2003 , after retiring in 2001.
The cup manufacturer brought a roll of the cup paper with cups designed on them to the meeting. Buist , who knew “ zero about making a cup ” started asking questions. “ They sort of looked at me like I was a bit thick in the brain ”…
It’s rather ironic that decades ago , as I was switching jobs , expecting the birth of my first ( and only ! ) son , I works for several months at the old Dixie Cup factory here in Brampton … So I always understood completely how ‘ easy ‘ it is to print that tiny little two colour notification on the roll stock and other than a one off cost of time on in the computer room ( entailing something I could do in Photoshop in about 5 minutes !!! ) , it’s business as usual … And the machine operators on the floor don’t even have to be aware of it …
Ron simply inquires out ignorance ;
“ What’s the space at the top of the cup ? ” he recalled asking.
They told him it was for the rim of the cup. They had a machine to roll it down.
“ Can you print there ? ” he asked.
“ Yes ” they told him , “ but when you roll the rim down you won’t be able to see it ”…
That was the idea , Buist said.
Today , despite his qualms with the cup , Buist was adamant that the act of rolling up the rim must survive the transition to digital.
“ The entry for the contest is in your hand. You don’t need a computer. You don’t need anything ” he said. “ So much of the pizzazz was in those coffee cups ”.
In closing , I frequent Tim Horton’s simply because it’s there … I find absolutely nothing unique or special about their coffee …
Oh , and one final note … In 2018 , Tim Hortons annual revenue was 3.29 billion U.S. dollars …

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