Canadian Tire Corp. Ltd. and Tim Hortons have joined forces to enhance their customer engagement through a new loyalty program collaboration. Customers who connect their Triangle and Tims Rewards accounts can now earn additional rewards such as two to five per cent in Canadian Tire money on select Tims purchases. This initiative aims to attract customers from both brands to each other’s establishments.
Currently, over half of Triangle Rewards customers are enrolled in both loyalty programs. Canadian Tire boasts 12 million Triangle Rewards members and operates 1,600 locations, while Tim Hortons has eight million loyalty program users and 4,000 restaurants across Canada.
The collaboration is expected to boost the growth of both loyalty programs, according to Darryl Jenkins, Canadian Tire’s executive vice-president and chief development officer. The amount of Canadian Tire money earned will vary based on the payment method and purchase items. Canadian Tire money can be redeemed for savings at various retailers under its umbrella, including SportChek, Mark’s, and Party City, while Tims points can be used for food and beverage purchases at Tim Hortons.
The partnership originated from the close connections between Canadian Tire and Tim Hortons executives, who serve on shared boards and sponsor similar events. This collaboration was seen as a strategic move to enhance the value proposition for customers. However, some industry experts, like Liza Amlani, caution that this partnership may be driven more by competitive pressures in the loyalty market rather than customer-centric motives.
The announcement of the partnership was made almost a year ago, with the official launch occurring recently after thorough technical preparations. Jenkins mentioned that the timing of the launch coinciding with trade tensions and impending tariffs was coincidental and not planned in advance.