Tim Hortons plans significant changes in his signing at Roll Up the Rim after recognizing this year's 33-year "failed" support this year.
"He's old," said Financial Times President Tim Hortons Alex Macedo. "Nobody drives the same car, not many people they had in 1986 and expects the same results."
The parent company, Tim Hortons, Restaurant Brands International Inc., closed down weak sales in bad weather and faded popularity of Roll Up the Rim in the first quarter of 2019. Worldwide sales of the coffee chain were $ 1.5 billion, down $ 61 million from the previous year. Comparable sales, an important retail success indicator, fell by 0.6%.
"Our biggest competition in a competitive environment didn't work," Macedo said. "So it makes us lose our ground."
He noticed that the campaign wasn't attracting customers like he was, and this year, Tim Hortons was trying to improve the program, add more prizes, and extend running time. However, it was not a desirable result – and moreover, the prices of the coffee chain were dragged out.
Tim Hortons now plans to roll Roll Up into a predominantly digital program, with Macedo a promising “really great application”.
"You will be able to play with him next year on the phone," he said. "I promise, without talking to those people, but I assure you it will happen." Asked if the promotion would stay on coffee cups, he said he was still trying to figure out "how many rims we'll continue to roll."
"We won't kill it," Macedo said. "I don't want people to think," Oh, Roll Up is done. "
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