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Tim Hortons is listening to your Roll Up The Rim criticisms, Canada… or at least, they’re reacting strongly to your indifference. After posting lower than normal numbers in the first quarter of 2019, the coffee company is looking at where they went wrong and how they can fix their normally year-defining promotion. Because without Roll Up The Rim, who are we??

For 33 years, Roll Up The Rim has been Tim Hortons’ guaranteed money-maker. Across the country (and the world), people would throw loonies and toonies (and other non-Canadian money) at the coffee chain on the off-chance that they would be handed a cup that said something other than “Please Play Again” under the rim. For 33 years we bought into it by the millions but, in 2019, not so much.

In a call to investors, Tims execs blamed the dip in early 2019 sales on cold weather (wait, aren’t they known for their hot beverages?) and an outdated RUTR and vowed to revamp the promotion for next year. They want to make it more exciting and add an app—something that would likely address criticisms about the environmental impacts of the single-use cups that are key to the promotion.

“You’re going to be able to play with it on your phone next year, no doubt,” Tim Hortons president Alex Macedo told the Financial Press. “I’m promising that without talking to the tech people, but I assure you that’s going to happen.”

So probably an app… but they need to talk to the “tech people.” Cool.

Tims has been late to the app party in general, only launching a digital loyalty program this year, when their competition (looking at you, McDees and Starbucks) have had apps for years.

We definitely don’t want to see this quintessentially Canadian tradition die, but revitalizing it to be more environmentally friendly would be a great move. Maybe they could even consider a system that encourages customers to bring reusable cups? Just a thought, Tims.