Tim Hortons ‘flight roast’ coming to WestJet flights, companies link loyalty programs

Tim Hortons and WestJet are collaborating on an in-flight coffee experience. As part of a partnership, the café giant will provide a specially designed "flight roast" coffee on WestJet flights starting November 30. The unique blend is tailored for passengers at high altitudes, taking into account factors such as higher pressure, shorter brew times, and temperature variations that affect taste perception.

Tim Hortons' chief marketing officer, Hope Bagozzi, explained that the coffee will be distinct from the restaurant's regular dark roast blends. In 2027, WestJet Rewards and Tim Hortons Rewards members will be able to link their accounts, allowing them to earn points from both loyalty programs when making purchases at Tim Hortons.

Additional loyalty partnership details and member benefits will be announced closer to the rollout, which is expected to occur within the next year. The partnership is seen as a natural fit, given the strong Canadian cultural identity of both brands and the growing trend of consumers supporting local Canadian businesses.