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"He's got the old" Tim Horton promises sur & # 39; major changes in the twist Rim after the company did not manage to increase sales



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Ron Buist blowing leaves in his garden on Monday when he learned that Tim Horton's plans to shake up his signature promotion Roll Up The Rim.

"Son of a gun," said Buist by phone from his home in Oakville, Ont.

For Buist, the news was personal: 79-year-old retired marketing has created a competition during operation in TIMS & # 39; the marketing department in the 1980s.

But this year, 33-year promotion "does not work», Tims admitted on Monday, and was one of the reasons the circuit published by weak sales in the first quarter of 2019.

"They can blame themselves for it," said Buist. "Before you start complaining about the competition lost strikes, they should realize that they have done a lot of knock yourself."

Tim Horton tried this year to improve the program, after it said that it does not attract customers to the stores. Chain adds more prizes and extended the length of the contest. But this does not give the desired results – and additional prizes slow sales figures of Tim Horton's.

"He was old," said the Financial Post on Monday, President, Tim Horton Alex Macedo. "Nobody controls the same car, not a lot of people, that they had in 1986 and expects the same results."

The quarterly update Monday, the coffee chain said system-wide sales of US $ 1500000000, up US $ 61 million compared with the previous year. Comparable sales, with & # 39 is an important gauge of retail success, fell 0.6 percent.

"Our biggest promotion in a competitive environment is not working," said Macedo. "So that makes us lose ground."

Macedo said that his team is looking to create a "really cool app" to bring Rim twist in the digital age – and on the coffee market, which has become much more complex and rich than it was when the contest began.

On the question of whether the promotion will stay for a cup of coffee, he said he was still trying to figure out "how many laps we will continue to roll up."

"You're going to be able to play with him on the phone in the next year, without a doubt," he said. "I promise that without consulting with the people of technology, but I assure you that this will happen."

"I do not want people to think". Oh, Roll Up This is not done, "he said. "We're not going to kill him …. We have to make this exciting again."

The program was born in a conference room somewhere in 1985, when Buist, then worked in marketing at the Tim Horton, had a meeting with a cup paper cup manufacturer of Christmas design.

On his way to the meeting, he took the head of marketing Tim Hortons in the corridor, who asked him to start thinking about some sort of competition to run with a cup of coffee. At that time, there were two ways to have a competition for the cup, he said, the tabs that are twice the price of each dish; and "absurd" ballot papers, which were easy to staff just give to friends.

"You have to understand that we had very little money, while advertising," said Buist, who published his book Tales from under Rim: Marketing Tim Horton in 2003, after his retirement in 2001.

Manufacturer cup brought a roll of paper cups with cups designed to meet them. Buist, who knew "nothing about the brew cup," started asking questions. "They kind of looked at me like I was a little fat in the brain."

"What is space at the top of the cup?" He remembers he asked.

They told him that this is the rim of the cup. They had a car to roll down.

"Can you print it?" He asked.

"Yes," they told him, "but if you roll the rim down, you can not see it."

That was the idea, Buist said.

Manufacturer printing test to make sure that the ink does not smudge if you rolled up. He worked, so he began to think of a name for the contest. "Initially, I thought of the turn-up-to-rim," he said, "it sounded very much like a turnip."

Firstly, he said, the customers were skeptical that the stores will actually pass the prizes. So Buist said Tim Horton winner printed on boards and hung them in the stores. They are recognized prizes in stores, too, car parking outside and hanging bicycles from the ceiling shop.

"They really have rewritten the book on promotions," said retail consultant Michael LeBlanc on Monday. "Roll up the Rim to the & # 39 is part of our culture."

But this three decades ago, and the addition of a digital element will only strengthen the program in relation to other promotions and reward programs offered by competitors, he said. "To maintain the momentum, there has to be some kind of novelty to it."

Buist, however, believes that part of the problem with the competition with the & # 39 is a very bowl, blaming Tim Horton for "very sad bowl" this year, devoid of any photographs of real prizes.

"If you start to make a cup as cheap as they do," he said, "people will not pay attention to it, and they did not do."

Despite his doubts with a cup, Buist was adamant that the rim coagulation instrument should survive the transition to digital broadcasting.

"Recording for the competition in your hands. You do not need a computer. You do not need anything, "he said. "So much glamor in the cup of coffee."

• E-mail: jedmiston@nationalpost.com | twitter:

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