Tim Hortons to reboot Roll Up the Rim promotion after latest program disappoints GlobeBusiness
Tim Hortons is revamping its iconic Roll Up the Rim annual promotion after partly blaming its disappointing first-quarter results on the event’s recent weak showing.
Roll Up the Rim has become a controversial campaign, with environmental groups complaining that its push to get more customers to use paper cups is adding to more waste. Already last year Tim Hortons started to see a decline in the effectiveness of the program, Mr. Cil acknowledged.In its first quarter, RBI reported that its overall profit fell compared with a year ago as same-store sales at restaurants open a year or more at Tim Hortons dropped.
Analysts on average had expected a profit of 58 cents per share for the quarter, according to Thomson Reuters Eikon.Revenue in the three-month period ended March 31 totalled nearly $1.27-billion, up from $1.25-billion a year ago.
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