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 Tim Hortons' Roll Up the Rim Reinvention Case Study

Executive Summary

Tim Hortons, the Canadian restaurant chain, recently shifted its iconic Roll Up the Rim
campaign to a fully digital format after 36 years of the traditional paper cup experience.
Although the change was planned to be gradual, the COVID-19 pandemic expedited the
implementation process. The digital campaign proved to be effective in engaging customers and
driving sales. Tim Hortons had already been building a strong digital foundation, and when the
pandemic hit, they quickly replaced the traditional paper cup experience with a digital version in
just five days. Customers were pleased with the new game, finding it fun and easy to play. The
strategy involved using the app to attract new customers and increase sales. The initial plan was
to launch a game that combined the traditional paper cup experience with a new in-app game, but
due to the pandemic, the focus shifted to the digital game. Consumers increasingly preferred
digital options throughout the year. The campaign also offered a wider range of prizes and
eligible products, making it more exciting. Following the digital campaign, Tim Hortons saw
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over 30% of all sales in Q1 2021 through digital channels, including the app, which almost
doubled its levels from the previous year (Desk, 2022). The newly designed Roll Up to Win
contest played a significant role in driving these results. Tim Hortons' comprehensive full-funnel
strategy, created in partnership with Google, contributed to consumer participation and helped
the company capture the attention of new audiences while maintaining existing ones. The
success of the 2021 campaign encouraged Tim Hortons to transition to a fully digital game,
which was well-received by consumers who associated the "Roll Up" term with Canadian pride.

Overall, Tim Hortons' Roll Up the Rim campaign's digital rebrand was a strategic move that
allowed the company to adapt to changing customer needs and the evolving digital landscape. By
embracing digital experiences, Tim Hortons engaged customers, drove sales, and demonstrated
its readiness for change and innovation.

The key objectives of Tim Hortons digital transformation strategy:

 Adapt to the changing consumer landscape and meet the evolving needs of its
customers by Shifting to Digital Channels & Drive Digital Sales: Tim Hortons
recognized the growing importance of digital experiences, especially during the
COVID-19 pandemic when in-person interactions were limited. By promoting and
incentivizing app usage, Tim Hortons aimed to increase digital sales and customer
engagement, ultimately contributing to revenue growth.
 Enhance Customer Experience & Increase Customer Engagement: Tim Hortons
focused on developing user-friendly features and functionalities in their app, such as
Tim’s Rewards and Mobile Order + Pay, to make ordering and loyalty program
participation easier. It also aimed to increase customer engagement, the reinvention of
the Roll Up the Rim campaign as a fully digital game was a key aspect of this
approach.
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 Retire Traditional Campaign Format: With the reinvention of the Roll Up the Rim
campaign, Tim Hortons aimed to retire the reliance on paper cups and transition to a
fully digital game. This objective aligned with the broader strategy of embracing
digital experiences and modernizing the brand.

The Strengths, Weaknesses, Effectiveness and Impact of the campaign:

Strengths:

 Proactive Approach: Even before the pandemic, Tim Hortons had been building a
digital foundation, launching initiatives such as Tim’s Rewards and Mobile Order +
Pay. This proactive approach allowed them to be well-positioned to accelerate their
digital transformation when the need arose.
 Seamless Transition: Despite the time constraints imposed by the pandemic, Tim
Hortons successfully transitioned from the traditional paper cup experience of the
Roll Up the Rim campaign to a digital game within a few days. This quick adaptation
showcased the company's agility and ability to implement significant changes rapidly.
 Customer Engagement: The digital game, Roll Up To Win, was well-received by
customers, with positive feedback regarding its fun and easy-to-play nature. Through
it, Tim Hortons was able to strengthen brand loyalty and encourage repeat business.
 Data-Driven Insights: The digital transformation allowed Tim Hortons to gather
valuable customer data, enabling them to gain insights into customer preferences and
behaviour.

Weaknesses:

 Accessibility and Inclusiveness to all customers: While the majority of consumers

have embraced digital experiences, there may still be a segment of the population that
prefers face-to-face interactions or struggles with using digital platforms. Tim Hortons
should ensure that they continue to provide options for these customers to maintain
inclusivity & accessibility.
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 User Experience Challenges: While the Roll Up to Win game was generally well-
received, there may be room for improvement in terms of the user experience within the
app.

Customer Response on the campaign:

 Positive Customer Response: Customers responded positively to the digital Roll

Up to Win game. The campaign generated excitement and maintained the
connection to the traditional Roll Up the Rim campaign, further enhancing brand
perception and loyalty.
 Increased Brand Perception: The campaign contributed to a positive brand
perception, as evidenced by customer engagement, social media mentions, and
association of the campaign with Canadian pride.

Effectiveness of the Campaign:

 Increased Digital Engagement: The campaign successfully drove digital engagement.

The transition to a digital game resonated with customers, resulting in higher
participation and interaction with the brand.
 Data-Driven Insights: The digital format of the campaign allowed Tim Hortons to
gather valuable customer data and insights. By analysing customer preferences,
behaviours, and participation patterns, the company can refine future marketing
strategies, personalize offers, and enhance customer experiences.

Challenges Faced:

 Transition from Traditional to Digital: The quick switch from paper cups to a digital
game in a matter of days presented challenges in logistics and operations. Tim Hortons
had to guarantee a seamless transition and educate customers about the new digital
format.
 Potential Exclusion of Traditional Customers: To be inclusive, Tim Hortons needed to
accommodate customers who prefer traditional methods or face challenges with
technology when it shifted to a digital game.

Recommendations:
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 Continued Digital Innovation: Tim Hortons should continue to embrace digital

innovation to stay ahead of evolving consumer preferences. Regular updates to the
digital game, app features, and personalized offerings can enhance customer
engagement and loyalty.
 Customer Education and Support: To address potential challenges faced by less
tech-savvy customers, Tim Hortons should provide clear communication and support
for using the digital platforms. This can help ensure a smooth transition for all
customers.

During Tim Hortons' digital transformation and Roll Up the Rim Reinvention
campaign, there were potential risks and challenges. Here are examples and
recommendations for mitigation.

 Technical Challenges: The transition to a digital platform can pose technical

challenges such as system outages, app crashes, or payment processing issues
(Deschamps, 2023). These risks could be mitigated by conducting extensive testing
and quality assurance prior to the campaign launch.
 Customer Adoption and Education: Some customers may have preferred the
traditional paper cup experience and may have initially resisted the shift to a digital
format. These risks could be mitigated by providing clear communication about the
reasons for the change, emphasizing the benefits of the digital experience, and
offering support for customers who needed assistance in using the digital platforms.
Offering incentives or exclusive promotions through the digital channels could have
incentivized customers to embrace the change.
 Inclusivity of Non-Digital Customers: Going fully digital might exclude customers
who prefer traditional methods or have limited access to digital platforms. These risks
could be mitigated by providing alternative participation options, such as a hybrid
campaign that allows customers to participate through both digital and traditional
channels. This would ensure inclusivity and cater to a wider range of customer
preferences.
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 Data Privacy and Security: Collecting customer data online comes with privacy and
security risks. To minimize these risks, companies should implement strong data
protection measures, communicate data handling practices with customers, provide
clear data usage policies, and offer opt-in/opt-out options for customers to control
their personal information.

Tim Hortons' digital journey and the Roll Up the Rim Reinvention offer
valuable lessons for other companies. Here are key takeaways for future digital
strategies:
 Embrace Digital Innovation: Tim Hortons recognized the importance of embracing
digital innovation to meet changing customer preferences. Companies should
proactively assess their digital readiness and invest in technologies and platforms that
enhance the customer experience.
 Customer-Centric Approach: Tim Hortons prioritized customer needs and
preferences throughout their digital transformation journey. Understanding customer
behaviour, gathering data insights, and leveraging personalization are crucial to
delivering exceptional digital experiences.
 Integrate Tradition and Innovation: Tim Hortons successfully balanced tradition
and innovation in their digital transformation strategy. By seamlessly integrating
tradition with innovation, companies can appeal to both loyal customers and tech-
savvy audiences, creating a harmonious transition to the digital era.
 Leverage Data and Analytics: Tim Hortons leveraged customer data and analytics
to gain insights into customer behaviour, preferences, and participation patterns.
Companies should prioritize data-driven decision making and invest in robust
analytics capabilities.
 Communicate and Educate: Tim Hortons effectively communicated with customers
about the digital transformation and Roll Up the Rim Reinvention. Clear and
comprehensive communication is essential to educate customers about new digital
experiences, address concerns, and foster adoption.
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 Strive for Continuous Improvement: Tim Hortons' digital transformation journey

was an iterative process. Companies should view digital strategies as ongoing
endeavours and strive for continuous improvement.

To enhance their digital transformation and sustain the success of the Roll Up
the Rim Reinvention campaign, here are some recommendations for Tim
Hortons:

 Continuous Innovation and Personalization: To keep up with evolving customer

expectations, Tim Hortons should innovate and improve their digital offerings. They can
explore new features and technologies, like augmented reality, personalized
recommendations, and interactive loyalty programs.
 Gamification and Social Integration: Tim Hortons can build on the success of the Roll
Up the Rim Reinvention campaign by adding gamification elements. They can create
interactive games in their app to encourage participation and community building.
 Enhanced Personal Data Protection: Tim Hortons must prioritize data protection to
build trust and keep customer confidence in sharing personal information. This can be
achieved by communicating commitment to privacy and providing clear opt-in/opt-out
options.
 Continuous Customer Communication and Feedback: Tim Hortons should regularly
communicate with customers and implement feedback to show their commitment to
meeting customer needs.
 Continue to Monitor and Adapt: Tim Hortons must monitor market trends, customer
feedback, and technological advancements in the ever-changing digital landscape.
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References

Deschamps, T. (2023, March 8). Tim Hortons customers subject to “technical error” incorrectly

saying they’d won $10K. CTVNews. https://www.ctvnews.ca/business/tim-hortons-

customers-subject-to-technical-error-incorrectly-saying-they-d-won-10k-1.6305018

Desk. (2022, January 5). Tim Hortons posts 31% digital sales in Q1 in Canada. Comunicaffe

International. https://www.comunicaffe.com/tim-hortons-posts-31-digital-sales-in-q1-in-

canada-and-drives-two-million-app-downloads/

Moore, M. (2021). Why Tim Hortons’ digital rebrand was a powerful play for the future. Think

With Google. https://www.thinkwithgoogle.com/intl/en-ca/future-of-marketing/digital-

transformation/tim-hortons-roll-up-the-rim-reivention/