Tim Hortons Roll Up to Win Glitch Sparks Lawsuit in Quebec Only

A Quebec judge has given the green light to a class action lawsuit against Tim Hortons over a Roll Up to Win email error that falsely told customers they had won a boat and trailer. The case, however, is limited to Quebec residents due to the province’s strict consumer protection laws.

The Glitch That Sparked a Lawsuit

In April 2024, approximately 500,000 customers across Canada received an email claiming they had won a Tracker Targa 18 WT 2024 boat and trailer—valued at around $64,000—as part of Tim Hortons’ widely promoted Roll Up to Win campaign. But later that same day, a follow-up message from the company cited technical errors and clarified that these customers were not actual winners.

Many customers were left shocked, especially those who had shared the “good news” with family or celebrated the unexpected prize at their local Tim Hortons. The emotional letdown, combined with the absence of any offered compensation, triggered legal action.

Court Limits Action to Quebec

Superior Court Justice Donald Bisson authorized the class action to move forward—but only for Quebec residents. He emphasized that the case falls under Quebec’s consumer protection laws, which hold merchants accountable for promotional errors. The judge also noted that failing to offer a replacement prize or even a small gesture—like a free coffee—could erode public trust in digital contests.

Bisson wrote that the refusal to honor the mistakenly awarded prize, or even offer a substitute, warranted a claim for punitive damages.

What the Lawyers Say

Lawyer Joey Zukran, representing the lead plaintiff, stated that Tim Hortons “took customer loyalty for granted” and did little to address the disappointment. He argued that the company missed an opportunity to de-escalate the situation before it turned into a legal battle.

Zukran added that under Quebec law, the burden of error falls on the business, not the consumer. He now has three months to file the formal originating application, and the case could take years to resolve unless the company opts for a settlement.

Tim Hortons’ Response

A spokesperson for the company acknowledged the mistake and reiterated that the company issued an apology in 2024. They also maintained that all legitimate prizes were distributed according to the contest rules.

However, the company declined to comment further, citing ongoing legal proceedings.

Do you think Tim Hortons should have offered compensation—even something small—for the mistake? Let us know in the comments.

More…

• https://globalnews.ca/news/11266782/tim-hortons-roll-up-to-win-class-action-lawsuit-quebec
• https://ca.finance.yahoo.com/news/supreme-court-decide-whether-shutting-165735817.html
• https://financialpost.com/news/retail-marketing/judge-authorizes-tim-hortons-roll-up-to-win-class-action-for-quebec-customers 
• https://www.overheretoronto.com/markham-woman-legal-action-after-cockroach-incident-at-tim-hortons