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Tim's owes public and customers an explanation for false $10,000 wins, expert says

Tim's owes public and customers an explanation for false $10,000 wins, expert says

CBC
Thursday, March 9, 2023 7:23 AM GMT

The chances of winning $10,000 are smaller than a Timbit, but the chances of that win being a mistake are even smaller.

Yet that's what happened to Luc Massé of Shediac, near Moncton, along with an unknown number of other Tim Hortons customers, and one marketing expert says the company owes the public an explanation.

Massé was excited for the start of the Roll Up To Win contest. He's won free doughnuts and coffee before, nothing too big. But on Monday, the app told him he won $10,000.

"I was in shock a little bit," he said. "I said, 'It can't be, my first Roll Up the Rim win this year, and I actually won something of that magnitude.'"

The company has been holding the contest through a mobile application since 2020, starting the transition because of the COVID-19 pandemic.

Under the new system, customers have to get the app on their phone scanned when they make a purchase. Depending on how much they spend, they get a certain number of "rolls" and can find out what they won, immediately.

After going through the process on Monday, the app told Massé he'd won big. He took a screenshot to show his wife, "and then the app crashed."

He didn't think much of that at first, he said, and started dreaming up a trip to Ireland for his 25th wedding anniversary. 

But when Massé opened the app again, the message was gone. He contacted the manager at his local Tim Hortons, who put him through to someone at customer service, who then explained the technical error and apologized.

"Mistake or not, it plainly says I won, and I was hoping they were going to at least honour it, but so far — nothing."

In a statement, Tim Hortons said there was a glitch in the system, and only one person was supposed to win that big prize on Monday.

"For a few hours on Monday morning, a technical error caused an issue for a small subset of Roll Up To Win players," said a spokesperson. "We're already in contact with some of the impacted guests to express our regret for the disappointment caused by this error."

When asked how many people got the false message, what the company is telling people who have had this experience and whether they're offering anything aside from regrets, the spokesperson said, "We have no further comment."

Hamed Aghakhani, associate professor of marketing at Dalhousie University's Rowe School of Business, said the 30-page Roll Up To Win terms and conditions likely protect the company in case of an issue like this. He said they could be fine, legally, but that doesn't mean this glitch will cause no damage.

Read full story on CBC
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