Canadian Tire Corp. Ltd. and Tim Hortons have joined forces to enhance their customer loyalty programs. Through the newly launched partnership, customers can link their Triangle and Tims Rewards accounts to earn additional benefits. This collaboration aims to attract customers from both brands, with 53% of Triangle Rewards customers already enrolled in both programs.
Canadian Tire has approximately 12 million Triangle Rewards members and operates 1,600 locations, while Tim Hortons boasts eight million loyalty program users and 4,000 restaurants in Canada. By combining their rewards systems, both companies expect growth in their customer bases.
The amount of Canadian Tire money earned by shoppers will vary based on their 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 outlets.
The collaboration between the two companies evolved naturally, as executives from Canadian Tire and Tim Hortons have common board memberships, network connections, and shared sponsorships. The decision to enhance their loyalty programs together stemmed from the desire to provide added value to customers.
Despite initial skepticism from some industry experts, the partnership was officially launched after a year of planning to ensure its technical feasibility. The timing of the launch coinciding with trade tariffs between the U.S. and Canada was purely coincidental, according to Darryl Jenkins, Canadian Tire’s executive vice-president and chief development officer.