Canadian Tire Corp. Ltd. and Tim Hortons have joined forces to enhance their customer loyalty programs. The partnership, unveiled on Wednesday, allows customers to connect their Triangle and Tims Rewards accounts to earn two to five percent in Canadian Tire money alongside Tims points on specific purchases at Tim Hortons.
The collaboration aims to attract Tim Hortons customers to Canadian Tire locations and vice versa. Currently, 53 percent of Triangle Rewards customers are already enrolled in both loyalty programs. Canadian Tire boasts 12 million Triangle Rewards members and 1,600 store locations, while Tim Hortons serves eight million loyalty program users at its 4,000 Canadian restaurants.
According to Darryl Jenkins, Canadian Tire’s executive vice-president and chief development officer, uniting the loyalty programs will lead to growth for both Triangle Rewards and Tim Hortons reward members. The amount of Canadian Tire money shoppers earn depends on their payment method, such as using a Triangle credit card, and the items they purchase.
Canadian Tire money can be redeemed at various retailers under the Canadian Tire umbrella, including SportChek, Mark’s, and Party City. On the other hand, Tims points are redeemable for food and beverages at Tim Hortons.
The partnership between the two companies arose naturally, as executives from Canadian Tire and Tim Hortons frequently interact through shared board memberships and event sponsorships. By leveraging their existing networks, they sought to enhance the appeal of their loyalty programs collectively.
While some industry experts view the partnership as a strategic move to capture market share in a competitive loyalty landscape, others like Liza Amlani from the Retail Strategy Group caution that customers may become overwhelmed with multiple loyalty programs unless the benefits are clear and rewarding.
Canadian Tire had announced the partnership nearly a year prior but officially launched it this week after ensuring its technical feasibility. The timing coincides with recent trade tensions as the U.S. imposed tariffs on Canada, followed by Canada’s plans for retaliatory measures in September.
The collaboration between Canadian Tire and Tim Hortons is poised to offer enhanced benefits and rewards to loyal customers of both brands.