It’s that time of year again, when coffee aficionados ditch their independent coffee shops, and the streets are strewn with Tim Hortons cups. Yes, it’s time for Roll Up the Rim to Win. This year, however, McDonald’s isn’t sitting idly by as the country gets ready to roll. The Star reports that the fast food giant is handing out free coffee for two weeks. A spokesperson for McDonald’s says the promotion has nothing to do with Roll Up the Rim, but rather that it’s due to the increased exposure of the fast food chain during the Olympics, when commercial breaks offered nothing but McDonald’s, Visa and Government of Canada ads.
This is the third time in a year that McDonald’s has resorted to giving away free beverages (last April, the chain handed out coffee in an attempt to lure Starbucks customers). It’s a tactic that works for the company. According to the Star, of 15 billion coffees sold in Canada last year, “Brand was the deciding factor in 40 per cent of cases, quality in 30 per cent and price in only 25 per cent.” This means that java junkies now have to weigh “free” against a chance to win one of 40 Toyota Rav 4s. With the luck Toyota is having, this sounds like a toss-up to us.