Roll Up The Rim Cars

Episode: 0285
What cars have been won on the Roll Up the Rim Contest?

   Discover the intriguing history behind Tim Hortons' Roll Up the Rim contest and its cultural significance in Canada. Learn about its origins, evolution, and the cars that became prizes.

​Listen in below:

     Tim Hortons launched the Roll Up the Rim contest in 1986. The idea was simple yet effective: customers would roll up the rim of their coffee cups to see if they won a prize. The initial focus was to boost sales during the slower spring months, and it quickly gained popularity among coffee drinkers.
 
      The concept was born during a meeting between Tim Hortons' marketing director Ron Biest and a cup supplier. They decided to print codes on the rims of the cups, creating a fun and interactive experience for customers. Over the years, prizes evolved from small items to significant rewards, including cars, electronics, and even vacations.

      Unlike similar promotions, Roll Up the Rim has a unique charm that resonates with Canadians. It’s about more than just winning; it’s about the shared experience of enjoying a coffee and hoping for a win. The contest has sparked numerous stories, from friendly competitions to humorous lawsuits over winning cups.
 
      As the contest grew in popularity, so did the prizes. Tim Hortons has offered a variety of rewards over the years, from cash prizes to luxury cars. Notably, the contest has included cars from brands like Ford and Toyota, making it a highly anticipated event.

​       One of the most intriguing aspects of the contest involves its legal disputes. There have been instances where friends have found winning cups in each other’s cars, leading to lawsuits over ownership. In one case, a court ruled in favor of the driver of the car, deeming the cup as garbage after being discarded.

     As of 2026, Tim Hortons continues to innovate the Roll Up the Rim contest, introducing a digital version alongside the traditional cup version. This change comes after customer feedback, aiming to create a more inclusive experience for everyone.
 
     While some loyal fans prefer the classic cup, the introduction of the digital option reflects Tim Hortons' commitment to evolving with the times. By combining tradition with modern technology, they aim to keep the contest relevant for future generations.

        The Roll Up the Rim contest is more than just a marketing strategy; it’s a beloved Canadian tradition that brings people together each spring. From its humble beginnings in 1986 to its current status as a cultural icon, it has shaped the way Canadians experience coffee culture. As you sip your Tim Hortons coffee this season, remember the history behind this cherished contest and the joy it brings to millions.

Everett J.
​#autolooks