Canadian Tire Corp. Ltd. and Tim Hortons have collaborated to enhance their customer loyalty programs. Through this partnership, customers who connect their Triangle and Tims Rewards accounts can earn between two and five percent in Canadian Tire money on select Tims purchases, in addition to Tims points.
The objective is to attract Tims customers to Canadian Tire and vice versa. Currently, 53 percent of Triangle Rewards customers are enrolled in both loyalty programs. Canadian Tire has approximately 12 million Triangle Rewards members and operates 1,600 locations, while Tims serves eight million loyalty program users across 4,000 restaurants in Canada.
According to Darryl Jenkins, Canadian Tire’s executive vice-president and chief development officer, the collaboration aims to expand both Triangle Rewards and Tim Hortons reward memberships. The amount of Canadian Tire money shoppers can earn depends on their payment method and the items purchased.
Canadian Tire money can be utilized for discounts at the retailer and its affiliated brands like SportChek, Mark’s, and Party City. Tims points, on the other hand, can be redeemed for food and beverages at Tim Hortons locations.
The partnership emerged organically through networking between Canadian Tire and Tim Hortons executives, who sit on mutual boards and sponsor similar events. The decision to combine loyalty programs was driven by the desire to provide enhanced value to customers.
While some industry experts question the true customer benefits of this partnership, both companies believe it will offer a simplified and rewarding loyalty experience. The partnership was initially announced a year ago, with the implementation delayed to ensure its technical feasibility.
The timing of the partnership launch coincides with recent trade developments between the U.S. and Canada, although Canadian Tire maintains that the timing was coincidental rather than strategic.