Tim Hortons’s changes to Roll Up The Rim appear to be the coffee chain’s latest misstep [Toronto Globe and Mail (Ontario, Canada)]
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Source: Toronto Globe and Mail
Tim Hortons’s changes to Roll Up The Rim appear to be the coffee chain’s latest misstep Tim Hortons has had a series of disastrous marketing decisions. Eduardo Lima/The Canadian Press Tim Hortons has had a series of disastrous marketing decisions. Sylvain Charlebois is a professor of food distribution and policy, and director of the Agri-Food Analytics Lab, at Dalhousie University. After a disastrous campaign last year, Tim Hortons finally got the message and opted to make changes to its 35-year-old Roll Up The Rim campaign. The iconic contest is now much shorter and incredibly more complicated. After its same-store sales dropped by more than 4 per cent in the latest quarter, Tim Hortons desperately needs to make its campaign work. But the famous chain may have again missed the mark. 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 market
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