Roll Up the Rim 2025: Dates, Prizes, and How to Play

Few things say spring in Canada like the ritual of peeling back the rim of a Tim Hortons cup, hoping to see a winning message. After five years of digital-only participation, the chain brought back that tactile experience for its 40th anniversary contest from February 24 to March 23, 2025.

Contest duration: February 24 to March 23, 2025 · Return to physical rim rolling: Yes · Prize types: Coffee, donuts, gift cards, vehicles · Contest anniversary: 40th

Seven key facts paint a clear picture of the 2025 edition – and what it meant for regular players.

Is Roll Up the Rim coming back?

What Tim Hortons announced for 2025

• Tim Hortons confirmed the return of physical rim rolling in 2025 (TodoCanada).
• The contest returned for its 40th anniversary (Ottawa CityNews).
• Previous digital-only format was replaced with a hybrid approach.

The implication: After five years of tapping a screen, Canadians could again fold back a paper rim and read their prize instantly – a sensory experience the brand bet would reignite engagement.

Why the physical rim roll is returning

• Customer feedback drove the decision to bring back physical cups (Tim Hortons Newsroom).
• Tim Hortons called it a “permanent” change for future contests (Ottawa CityNews).

What this means: The company acknowledged that digital-only participation removed the ritual that made the promotion a cultural fixture. The 2025 contest was the first step in restoring that tradition.

How long is Roll up the Rim at Tim Hortons?

Exact dates for the 2025 contest

• The contest ran from February 24, 2025, to March 23, 2025 (TodoCanada).
• Duration was approximately 4 weeks.
• All digital rolls had to be revealed by April 4, 2025 (TodoCanada).

The pattern: A tight four-week window creates urgency. Players have an extra two weeks to check digital rolls after the last physical cup is sold.

Is there an extension?

• No official extension was announced for 2025.
• The 2026 contest followed a similar schedule: Feb 23 to Mar 22, 2026 (Ottawa CityNews).

Why this matters: Consistent timing builds habit. Canadians now know to watch for the promotional cups in late February each year.

What are the dates for Roll Up the Rim?

Start and end dates

• Start: February 24, 2025.
• End: March 23, 2025 (TodoCanada).

The trade-off: A short contest concentrates excitement but leaves no room for late joiners. Anyone who missed the start had only 27 days to participate.

Time zone considerations

• Tim Hortons operated across all Canadian time zones.
• All dates followed local time at each participating store.

What to watch: Digital roll deadlines were based on the contest end date plus the two-week reveal window.

What is Roll Up To Win?

How Roll Up to Win differs from the original

• “Roll Up to Win” is the official name used since the digital transition.
• The 2025 contest included both digital and physical methods (TodoCanada).

The catch: The name changed but the core mechanic remained – buy a hot beverage, get a chance to win.

Digital vs physical participation

• Physical cups featured a printed rim that could be rolled up.
• Digital rolls could be earned by scanning Tims Rewards and were revealed in the app (Tim Hortons Newsroom).
• A registered Tims Rewards account was required to reveal digital rolls (Tim Hortons Newsroom).

The pattern: Tim Hortons hedged its bet by keeping the digital layer while restoring the physical experience. Players who never downloaded the app could still play the old-fashioned way.

Why did they change roll up the rim?

Transition to digital in 2020

• Tim Hortons moved the contest to digital-only in 2020 due to hygiene concerns during the pandemic.
• No physical cup rims were produced from 2020 through 2024.

The implication: A one-year safety measure stretched into a five-year digital detour.

Customer feedback leading to 2025 return

• Customer demand brought back physical rolling (Tim Hortons Newsroom).
• Tim Hortons stated the return was permanent (Ottawa CityNews).

Why this matters: The company directly tied customer nostalgia to a product change. It wasn’t a marketing gimmick – it was a response to repeated requests.

How to Play Roll Up the Rim 2025

1. Purchase a participating hot beverage at any Tim Hortons location in Canada.
2. If the cup has a special Roll Up to Win rim, roll up the rim to reveal a message or prize code.
3. If you have a digital roll (earned via Tims Rewards), open the Tim Hortons app and check your rewards.
4. Redeem food and beverage prizes at any participating Tim Hortons location.
5. For larger prizes (vehicles, trips), follow the instructions on the winning rim or in the app to claim.

The upshot: Two paths to win – the tactile cup roll and the digital scan. Both required an active participation during the contest window.

Timeline of Roll Up the Rim

• 1986: Tim Hortons launches Roll Up the Rim contest (Tim Hortons Newsroom).
• 2020: Contest moves to digital-only due to the pandemic.
• February 2025: Tim Hortons announces permanent return of physical rim rolling (Ottawa CityNews).
• February 24 – March 23, 2025: Roll Up the Rim 2025 contest runs.
• April 4, 2025: Deadline to reveal all digital rolls from 2025 contest (TodoCanada).

The pattern: The contest evolved from a simple paper promotion to a digital program and back to a hybrid model – all within a decade.

Clarity Check

Voices on the Return

“We heard you, Canada… the iconic Tim Hortons tradition of Roll Up the Rim is coming back.”

– Tim Hortons Newsroom, official announcement (source)

“The 2025 Roll Up to Win contest runs from February 24 to March 23. Select hot beverage cups feature a physical rim-reveal prize mechanic while supplies last.”

– TodoCanada, contest details (source)

A single rim roll that happened in February 2025 carried more weight than any digital tap. For the customer who missed the feel of paper, the 2025 return was a promise kept. For Tim Hortons, it was a bet that nostalgia could drive traffic better than a frictionless app. The data suggests that bet paid off – but the real test will come in 2026, when the physical cup returns for good.

For a detailed breakdown of the 2025 contest, check out this Roll Up the Rim 2025 guide for complete rules and prize information.

Frequently asked questions