It’s probably the oldest surviving Fast Foodsphere promotion involving a ‘game’. Tim Horton’s ‘Roll Up The Rim’ is back for its 40th year, and Canada’s Doughnut Legend is making its iconic contest’s birthday a full-scale celebration!
Guests will be able to play the game not only on the Tim’s app, but also through ‘the iconic pastime of actually Rolling Up The Rim on their hot beverage cups’ while supplies last.
“There are over 30 million prizes available to be won through playing Roll Up To Win,” the official news release informs. “Including one of seven 2025 Volkswagen ID Buzz vehicles, vacations and VIP experiences, electronics, gift cards, cash, plus over eight million doughnuts and over 17 million coffees!”
Celebrating an ‘icon’
If you weren’t aware, Tim’s has been playing the Roll Up game virtually, through its app, for the past several years. Obviously saving a lot of cash by not printing up millions of special contest cups. But that proved to be a marketing miscalculation…
“When we brought Rolling Up The Rim back last spring, the response was incredible, and we were reminded how important this iconic Tim’s tradition is for our guests. So, we’re thrilled to share that Rolling Up The Rim of our cups is coming back – […] not just for this year, but for years to come,” Tim Horton’s President Axel Schwan confirmed.
“For decades, Canadians looked forward every spring to Rolling Up The Rim of their coffee cups at Tims. And we always heard they loved the tradition of winning a free coffee – a little thing that could make their day – as well as the chance of winning a grand prize like a new car,” Schwan added.
Earn extra Rolls
There are also many ways customers can earn extra Rolls in the game – more chances to win. All but the classic way – purchasing a cup of coffee and actually rolling Up The Rim – are enabled only on the Tim’s app and via scanning your Tim’s Rewards program membership card.
My take
Roll Up The Rim was unique when it started, 40 years ago. Since then, many other takeout joints have copied the concept, apparently with great success.
I remember the initial popular ‘energy’ surrounding the annual reappearance of the ‘game’, decades before social media appeared. I also remember all to well the joy of winning a free coffee. And the disappointment of not winning ‘the car’. I have to agree that Roll Up The Rim is truly iconic – even legendary…
See www.rolluptowin.ca or visit the app for full contest rules and regulations.
The contest ends March 22, 2026. So get out there and Roll!
~ Maggie J.