Canadian Tire Corp. Ltd. and Tim Hortons have joined forces to enhance their customer loyalty programs. The collaboration, unveiled on Wednesday, allows customers to connect their Triangle and Tims Rewards accounts. By doing so, they can earn between two and five percent in Canadian Tire money, in addition to Tims points, on specific purchases at Tim Hortons.
The main objective of this partnership is to attract Tim Hortons customers to Canadian Tire and vice versa. Currently, over half of Triangle Rewards customers are enrolled in both loyalty programs. Canadian Tire boasts approximately 12 million Triangle Rewards members across its 1,600 locations, while Tim Hortons has eight million loyalty program users spread across its 4,000 Canadian restaurants.
Darryl Jenkins, Canadian Tire’s executive vice-president and chief development officer, highlighted that the collaboration aims to bolster both Triangle Rewards and Tim Hortons’ loyalty programs. The amount of Canadian Tire money earned will vary depending on the payment method used, such as a Triangle credit card, and the type of purchase made.
Canadian Tire money can be redeemed for discounts on purchases at Canadian Tire and its affiliated brands like SportChek, Mark’s, and Party City, whereas Tims points can be used for food and beverage purchases at Tim Hortons outlets.
The partnership between the two companies evolved naturally, with executives from Canadian Tire and Tim Hortons frequently interacting through shared board memberships and mutual sponsorship of events. The idea of enhancing their loyalty programs together stemmed from the desire to provide added value to customers.
While some experts view this partnership as a strategic move to gain market share in a saturated loyalty market, the companies believe it will offer genuine benefits to their customers. The partnership was initially announced a year ago and was officially launched on Wednesday after thorough planning to ensure its technical feasibility.
This collaboration coincides with challenging times, including recent trade tariffs imposed by the U.S. and impending retaliatory measures by Canada. Despite the unforeseen circumstances, the companies are optimistic about the timing of the partnership’s launch and its potential impact on their customer base.
