Canadian Tire and Tim Hortons merge loyalty schemes to boost shopper rewards

Canadian Tire Corp. Ltd. and Tim Hortons announced that their loyalty programs will now work together, enabling shoppers who link Triangle and Tims Rewards accounts to collect a modest percentage of Canadian Tire money alongside Tims points on eligible purchases. The initiative aims to attract Tim Hortons patrons to Canadian Tire’s 1,600 outlets and vice versa, leveraging the fact that roughly half of Triangle members are already enrolled in both schemes.

Darryl Jenkins, Canadian Tire’s executive vice-president and chief development officer, said the joint effort should grow both programs, while Hope Bagozzi, Tim Hortons’ chief marketing officer, highlighted the organic nature of the partnership. Critics such as Liza Amlani of the Retail Strategy Group caution that the tie-up may benefit the brands more than consumers in an already crowded loyalty market. The rollout follows a year of technical preparation after the partnership was first disclosed last September. Jenkins noted the timing coincides with new U.S. tariffs on Canada and upcoming Canadian retaliatory measures, though the launch was not planned around those events.