Tim Hortons' Roll Up the Rim goes fully digital

THE CANADIAN PRESS/Nathan Denette

Amidst public health concerns over the novel coronavirus (COVID-19), Tim Hortons has decided to get rid of paper Roll Up the Rim cups. The coffee chain is concerned about its customers and over 100,000 employees who will have to collect the rolled-up tabs from the cups that people have drunk from.

All $30 million worth of the restaurant giveaways and the digital contest will be done through its app. Sixteen million dollars will be designated for the contest, while the other $14 million will be for the free coffees and hot beverages Tim Hortons will be giving away at participating branches. The promo is running from March 11 to April 7, 2020.

Cash registers at participating Tim Hortons restaurants are being programmed to randomize the coffee and hot beverage giveaway, with winning guests getting credited for their beverage at the time of purchase. Tim Hortons claims customers have a one in nine chance of winning.

As for the digital contest, the prizes that can be won through the app include cars, TVs, prepaid gift cards, reward miles, and Tims gift cards.