Sylvain Charlebois is a professor of food distribution and policy, and director of the Agri-Food Analytics Lab, at Dalhousie University.
From its protein play with Beyond Meat, to its tweet to Prince Harry and his wife, Meghan, offering free coffee, to its costly ill-designed new lids, Tim Hortons has had a series of disastrous marketing decisions. Its latest Roll Up The Rim move can be added to the list. The campaign is confusing and will likely end up becoming a new source of frustration for customers.The four-week campaign runs from March 11 to April 7 and has two phases. Tim Hortons intends to give away 1.
Tim Hortons clearly wants to check all the boxes without committing to anything. When designing promotions such as this, simplicity and relevancy to the brand are all-important. With this new approach, Roll Up The Rim 2020 does neither. The physical nature of the campaign, rims and cups and all, has not allowed Roll Up The Rim to age well. As the promotion is typically run in the middle of winter, all of the used Tim Hortons’ cups appear all over the place as the snow melts. Every year, we are reminded of the actual cost of the promotion to the environment. What has changed over the years is how consumers are connecting the brand with cups littering the environment.
globebusiness Coffee is better at Macdonalds. They actually make fresh food, not warmed up.
globebusiness I’ve read Prospectuses that are easier to understand than this.
globebusiness This push to digital is all about amassing massive sets of new data for Tim Hortons (and its RBI affiliates Burger King and Popeye’s).
globebusiness Dunno, they all seem pretty full when I'm downtown
globebusiness they forgot their business-gd coffee & gd donuts. Gd meant fresh for both, coffee times met none of this 5hr old carafe bs & in house daily fresh. Wendys made it a fast food rest instead of staying true to the Cdn coffee shop place it was, it wasnt meant 2 compete w that world
globebusiness It was so easy, literally rolling up a cup lid. Want to appear to a younger demographic? Work on a biodegradable cup or take an aggressive stance on the litter of your cups. I am so confused on how many rolls I get for what!
globebusiness
globebusiness Bottom lines for me. McD’s coffee is good. As a senior I get a senior’s rate that is 40 cents cheaper than Tim’s and a free refill. When Tim’s can match that I might think about going back.
globebusiness If it's not broken why 'fix' it? I like the cup
globebusiness Appears? Don’t we need to see how it plays out to judge it?
globebusiness chain stores and other chain businesses; the worse thing that ever happened to us. Well the invention of 'self-serve' is up there too. Thinks how much better the world would be without these and many troth things business calls progress.
globebusiness coffee... meh, service... terrible, missteps left... none
globebusiness Ummm are you kidding me?
globebusiness True.
globebusiness ive been done with tim hortons for years. food quality is aweful, coffee prices high
globebusiness What? I just want to roll it up! Not digitally?!
globebusiness Couldnt have happened to a better company. They are not interested in supporting canadian industry, are trying too hard to be woke, and are makers of really bad coffee..
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