Tim Horton’s Roll Up to Win sparks confusion and contest mix-up

Tim Horton’s Roll Up to Win contest kicks off with a technical error. (Courtesy: Unsplash/Erik Mclean)

Imagine this: It’s a Monday morning, you’re on your way to work, you decide to buy a Tim Horton’s coffee and receive a message saying you won the $10,000 jackpot. Then, days later you’re told it was all a mistake. 

This is what happened to a group of Roll Up to Win players on Thursday. 

Several customers had a prize stripped from them this morning after a technical glitch told them they won $10,000. The coffee chain told Now Toronto that for a few hours on Monday morning, a group of players were notified that they had won the $10,000 jackpot prize, despite the contest rules stating the prize is awarded to one person daily. 

“We’re already in contact with some of the impacted guests to express our regret for the disappointment caused by this error,” Tim Hortons said in a statement. 

The reason for the technical error, however, remains unknown. 

Monday was the first day of the contest, so “winners” of the jackpot were thrilled to be so lucky. Today, the company revealed they offered a $50 gift card as compensation for the customers who got an incorrect award message. 

READ MORE: Tim Hortons Roll Up To Win returns in March with new $10,000 daily jackpot prize

If that wasn’t confusing enough, other players of the contest have been expressing their bewilderment with how the contest even works.

For those who haven’t heard, the beloved Tim Horton’s Roll Up to Win contest is now virtual. You no longer have to physically roll up the rim and tear your prize. This prompts the question, is it still considered “Roll Up to Win” if there’s no rolling involved anymore? 

Customers are now encouraged to use the Tim Hortons app or a Tim Rewards card when they purchase an item in order to earn a digital “roll” and win select prizes. If you use the app, you can even get a bonus “roll” with every purchase you make. Long gone are the days with the printed prizes. To acquire digital rolls and prizes, you must scan the app or card for rewards every time you make a purchase. 

If you believe you’ll miss the “rolling up” part of the experience, worry not. On the app, you still have the option to “roll up” a cup virtually using the swipe of your finger. 

The Canadian restaurant chain made this change in 2021, however, the message seems to have flown right over customers’ heads. Though in their defense, it’s completely understandable, given the cup still says “Roll Up to Win” and points upward to where the prizes previously were.

As of Thursday morning, Tim Hortons says over 1.7 million prizes have been awarded as part of the Roll Up To Win campaign so far. Canadians still have until April 2 to enter the contest and win a prize.

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