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Petro-Canada and Canadian Tire announce new partnership
Petro-Canada, a Suncor Energy business, and Canadian Tire Corporation (CTC), Limited announced a new partnership that will enhance the customer experience at their fuel stations across Canada.
Their partnership will drive additional value for millions of loyalty members, establish a competitive fuel source for Canadian Tire Corporation and long-term fuel supply arrangement for Suncor Energy, and increase the presence of Petro-Canada branded stations across the country.
The partnership consists of three core areas that will drive value within Canadian Tire Corporation’s and Petro-Canada’s respective networks:
- Loyalty programs: A partnership between two iconic Canadian brands’ loyalty programs, Triangle Rewards, with more than 11 million active members, and Petro-PointsTM, with more than three million active members, will deliver expanded benefits to Canadians. Each company will retain full ownership and control of its respective loyalty program.
- Retail fuel network: More than 200 of CTC’s Gas+ retail fuel network sites will be rebranded to Petro-Canada stations, while maintaining CTC ownership. This rebrand is expected to enhance existing site productivity, give Petro-Canada’s SuperPassTM commercial fleet program customers access to CTC’s network of stations, and unlock future opportunities for CTC to leverage Suncor’s scale and operating infrastructure, including providing more products and services to customers, such as low-carbon energy alternatives.
- Fuel supply: Suncor Energy will become the primary fuel provider to CTC’s retail fuel network over time, eventually supplying more than one billion litres of fuel to the Canadian Tire retail fuel station network annually. This will result in a 17% increase in retail fuel sales volume for Petro-Canada compared to 2022 and will allow CTC to streamline its sourcing of fuel with Suncor Energy, Canada’s leading integrated energy company.
“This partnership is a tangible example of our commitment to optimise our retail network and expand strategic partnerships for Petro-Canada. It brings together Petro-Canada, the leading and most trusted gas station brand in Canada, with Canadian Tire Corporation, an iconic Canadian retailer,” said Rich Kruger, president and chief executive officer, Suncor. “This will provide long-term value to our shareholders by securing a long-term supply relationship for our refineries, while continuing to build on our brand.”
“Through this new partnership, Canadian Tire Corporation will expand the reach of our Triangle Rewards program from over 200 gas stations to a network of more than 1,800, driving enhanced value for Canadians at the pumps by providing more opportunities for members to earn CT Money ® in a high-frequency category,” said Greg Hicks, president and CEO, Canadian Tire Corporation. “This is yet another way we’re creating valuable relationships through the power of Triangle, which is a key component of our growth strategy.”
Their loyalty partnership will launch in the fall of 2023. Gas+ retail fuel stations will be rebranded over the next several years.