Recours Collectif Tim Hortons Bateau

The Tim Hortons “Roll Up to Win” contest is a staple of Canadian culture, drawing in millions with the promise of free coffees, donuts, and more substantial prizes. However, the 2022 edition of the contest became embroiled in controversy, leading to a class-action lawsuit, often referred to as the “Tim Hortons bateau” or “Roll Up to Win” lawsuit.

The heart of the lawsuit stemmed from allegations that Tim Hortons misrepresented the odds of winning certain prizes, specifically the highly sought-after larger prizes such as cars, free coffee for a year, or vacation packages. Plaintiffs claimed that the odds of winning these prizes were significantly lower than advertised, misleading consumers into believing they had a reasonable chance of winning, thereby inducing them to purchase products specifically to participate in the contest.

The term “bateau,” which means boat in French, became associated with the lawsuit because one of the advertised top prizes was a small boat. This prize, seemingly out of reach for most participants, became a symbol of the alleged disparity between the advertised prizes and the actual chances of winning them. The lawsuit alleged that Tim Hortons disproportionately favored giving out smaller prizes like coffee and donuts, while keeping the larger prizes virtually unattainable.

The legal action gained traction because it resonated with a significant portion of the Canadian population who felt cheated or misled by the contest. Many participants voiced their frustration online, sharing experiences of spending considerable amounts of money on Tim Hortons products without winning anything of significant value. This widespread sentiment fueled the class-action lawsuit and brought increased scrutiny to Tim Hortons’ marketing practices.

The lawsuit alleged breaches of consumer protection laws, claiming that Tim Hortons engaged in deceptive marketing practices. Plaintiffs sought compensation for alleged damages, including the money spent on Tim Hortons products under the impression that they had a reasonable chance of winning substantial prizes. The suit also sought a court order compelling Tim Hortons to be more transparent about the actual odds of winning in future contests.

The “Roll Up to Win” lawsuit and the “bateau” prize controversy serve as a cautionary tale for businesses conducting promotional contests. It highlights the importance of clear and accurate communication regarding the odds of winning, as well as the potential legal and reputational consequences of misleading consumers. The case underscores the power of collective action and the growing consumer awareness of deceptive marketing practices.

As of late 2023 and early 2024, updates on the specific outcomes of the lawsuits were still developing, emphasizing the ongoing nature of the legal proceedings and the significant impact the allegations have had on Tim Hortons’ brand image and customer trust.