Canadian Tire 1990s

In 1991 a wave of American retailers started entering into the Canadian market causing a large competition for Canadian Tire. To adapt to the market Canadian Tire moved back to their roots focusing on what their customers wanted in stores rather than matching competition. Store improvements were made like colour coding each department to better direct customers and providing service button for help located all throughout their stores. In 1993 the Canadian Tire Child Protection Foundation is launched. This is a not-for-profit organization dedicated to the health, safety and welfare of children, today known Jumpstart. Then in 1997 Canadian Tire celebrated its 75th anniversary.