Canadian Tire and Tim Hortons launch partnership to boost loyalty programs

Canadian Tire and Tim Hortons have joined forces to enhance their customer loyalty programs. The partnership, announced on Wednesday, allows customers to earn Canadian Tire money and Tim Hortons points when linking their respective loyalty accounts. Two percent of the earnings will come from Canadian Tire money, while other points will be Tims points on select purchases.

Currently, 53 percent of Triangle Rewards customers are enrolled in both loyalty programs. Canadian Tire operates 12 million Triangle Rewards members and 1,600 locations across its banners, while Tim Hortons has eight million loyalty program users and 4,000 restaurants in Canada. By combining their programs, both companies hope to increase their customer bases.

The collaboration arose organically, as both companies share membership on various boards, frequently network, and sponsor similar events. The idea to collaborate emerged from the notion that "adding more value together" could benefit both loyalty programs. However, some industry experts believe this partnership may be more about legacy brands attempting to gain a small share in an already competitive loyalty market.

The partnership was initially announced a year ago but was postponed to launch on Wednesday, coinciding with recent tariff developments in Canada. Canadian Tire's executive vice-president and chief development officer, Darryl Jenkins, stated that the timing was coincidental.