Canadian Tire Corp. Ltd. and Tim Hortons have collaborated to enhance their customer engagement through a joint loyalty program initiative. This partnership, unveiled by the retail and cafe giants, allows customers to connect their Triangle and Tims Rewards accounts to earn between two and five percent in Canadian Tire money on select Tims purchases along with Tims points.
The objective of this collaboration is to attract customers of Tim Hortons to Canadian Tire and vice versa. Currently, 53% of Triangle Rewards customers are dual members of 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 and operates 4,000 restaurants in Canada.
Darryl Jenkins, Canadian Tire’s executive vice-president and chief development officer, highlighted that the integration of both Triangle Rewards and Tim Hortons reward programs aims to foster growth for both entities. The amount of Canadian Tire money earned by shoppers will vary based on their use of a Triangle credit card for payment and the nature of their purchases.
Canadian Tire money can be redeemed for discounts on purchases within the retailer’s network, including SportChek, Mark’s, and Party City, whereas Tims points can be utilized for food and beverage transactions at Tim Hortons outlets.
The partnership emerged organically through the close interactions between Canadian Tire and Tim Hortons executives, who share common board memberships and often collaborate at various events. The decision to explore a joint loyalty program was driven by the desire to enhance customer value and engagement.
While some industry experts express skepticism about the partnership’s intentions, highlighting a competitive loyalty market, the companies are committed to delivering a simple, transparent, and rewarding experience for their customers. The collaboration was initially announced nearly a year ago, with meticulous planning and testing conducted to ensure its seamless execution before the official launch.
The timing of the partnership coincides with recent trade developments, including new tariffs imposed by the U.S. on Canada and impending retaliatory measures by Canada in September. Despite the external circumstances, the companies remain optimistic about the potential benefits of their joint loyalty program.