Is "Roll Up the Rim to Win" all wrapped up?

Is time up for a Tim Hortons tradition?

SENTENCED.ALSO TONIGHT -- ISTIME UP FOR A TIMHORTONS TRADITION?IT LOOKS LIKE THE FANFAVORITE... ROLL UPTHE RIM CONTEST...COULD BE A THING OFTHE PAST.AS 7 EYEWITNESSNEWS REPORTER EDREILLY SHOWS US --DIGITAL TECHNOLOGYCOULD BE TO BLAME.I THOUGHT THECONTEST WAS GREAT.IT WAS DEFINITELYEXCITINGIN THE WINTERTIME INTHE DOLDRUMS OFWINTER, I ALWAYSLOOKED FORWARD TOTHE SPECIAL RED ROLLUP THE RIM CUPS"ROLL UP THE RIM TOWIN" STARTED IN 1986.IT ALLOWED TIMHORTONSCUSTOMERS TO GET AVARIETY FREE FOODINCLUDING A CHANCETO WIN LARGERPRIZES LIKE A CAR.I'VE WON COFFEES ANDDONUTS.EVERYTIME YOUBOUGHT A COFFEE,YOU WON A PRIZETHE POPULARPROMOTION WASROLLED OUT EACHFEBRUARY OVER THECOURSE OF MORETHAN THREEDECADES.ON A COLD WINTERDAY IN BUFFALO .

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.MANY WERE HOPING ACUP OF HOT COFFEEWOULD CHASE AWAYTHE CHILL AND GIVETHEM A CHANCE TO"ROLL UP THE RIM ANDWIN" .

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.BUT NOT SO.I WAS SURPRISED TONOT SEE THEM OUTAROUND THIS TIME OFYEAR.

AND LOW ANDBEHOLD, I SEE THEYPHASED OUT THECONTESTAS FIRST REPORTED INTHE BUFFALO NEWS .

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IT TURNS OUT TIMHORTON'S HAS GIVENAWAY TOO MUCH FREESTUFF.LAST YEAR, THECOMPANY WANTEDPEOPLE TO USE A NEWLOYALTY PROGRAMTHAT WAS BASEDAROUND A LOYALTYCAR AND CELL-PHONEAPP.BUT SO MANY SIGNEDUP .

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IT CAUGHT TIMHORTON'S AND ITSPARENT COMPANY -RESTAURANT BRANDSINTERNATIONAL - BYSURPRISE.IT ATTRACTED FARMORE GUESTS TO OURLOYALTY PROGRAM ,FAR MORE QUICKLYTHAN WE PLANNEDDURING A 4THQUARTER INVESTORCALL .

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IT WASANNOUNCED THAT"ROLL UP THE RIM "ISON HOLD WHILE TIMHORTON'S FOCUSESON A 2ND PHASE OFCUSTOMER SIGN-UPSWITH NEW TIM'SREWARDS.MANY LOYAL TIMHORTONS FANS -THINK "ROLL UP THERIM" WAS A BETTERPROMOTION THANUSING TECHNOLOGY.THAT IS NOT FAIR TOTHE ELDERLY WHODON'T KNOW TO USECELL PHONESSO YOU LIKED THE CUPBETTER?

YEAH, ILOVED THE CUPIT HAS BEEN HERE FOREVER SO JUST KEEP ITLIKE THAT BECAUSEPEOPLE LIKE ITTHOSE CUSTOMERSARE NOW HOLDINGOUT HOPE THAT THE34-YEAR-OLDTRADITION WILLRETURN.IT IS NOT THE SAME ASROLLING UP THE RIM..

ITHINK THAT IS MOREEXCITING THAN USINGAN APPSO WHAT IS GOIN GOTHAPPEN?

ASPOKESPERSON FORTHE COMPNAY WOULDONLY SAY THEY WILL BEBACK IN CONTACT WITHUS IN A FEW WEEKS.

INBUFFALO, ED REILLY 7EWN