Why Canadian Tire and Tim Hortons are linking their loyalty programs

On Wednesday, Canadian Tire Corp. Ltd. and Tim Hortons officially launched a partnership that links the Triangle Rewards program with Tims Rewards.

Customers who connect the two accounts can earn between 2% and 5% Canadian Tire money on qualifying purchases, plus Tims points on selected items. Currently, 53% of Triangle Rewards members are already enrolled in both programs. Canadian Tire counts about 12 million Triangle members across 1,600 stores, while Tim Hortons has roughly eight million loyalty members in its 4,000 Canadian restaurants.

Darryl Jenkins, Canadian Tire’s executive vice‑president and chief development officer, said the partnership will grow both programs, stating that "both Triangle Rewards will grow and Tim Hortons reward members will grow." Hope Bagozzi, Tim Hortons chief marketing officer, added that the arrangement "came about organically."

Retail strategist Liza Amlani warned that the tie‑up may be driven more by competition than by customer benefit, describing it as "less about customer delight and more about two legacy brands scrambling for incremental share in an oversaturated loyalty market."

The collaboration was announced almost a year ago but only launched after extensive technical work. Jenkins noted that the timing coincided with new U.S. tariffs on Canada, a development the companies did not plan but which adds a "really interesting" backdrop to the rollout.

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