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If you live in a big city in the Netherlands, you can’t miss them. They cycle at the speed of light and they have to because they deliver super fast. I’m talking about the delivery service Gorillas cyclists. The company promises to deliver your groceries to your home within ten minutes, and they are growing in popularity. In contrast with food deliverers such as Deliveroo and Thuisbezorgd, they don’t wear brightly colored corporate clothing. Why do Gorillas choose black?
This is why Gorillas delivery drivers wear black
Okay, I have to admit that I hadn’t thought about it before. But when I was listening to a (Dutch) podcast from The Brief a few days ago, I suddenly found out. Luc van Emmerik was a guest in the last broadcast. As International Expansion Director at Gorillas, he contributes ideas to, among other things, the expansion and appearance of the brand.
He said that black corporate clothing was a very conscious choice. First, it has to do with the delivery person. Not everyone likes to go out in dazzling clothing. And they have a good point. There are plenty of people who choose not to work somewhere because they find the uniform ugly or too obvious. You immediately remove that stumbling block when you opt for plain black corporate clothing. Secondly, the delivery service does not want to stand out through color. Van Emmerik says they want to attract attention in other ways. For example, by devising eye-catching and exceptional offers.
What you do notice with the delivery guys is the helmet. You rarely see someone wearing a helmet while cycling in the Netherlands, we think it’s a bit much, but it is mandatory at Gorillas.
Safety and security
In the photos above you can still see the delivery guys in plain black trousers, but that has now changed. I have seen them in Haarlem wearing trousers with reflective stripes. Just like the helmet, this is done with safety in mind.
I think it’s clever. Even though as a food delivery person you stand out in bright orange or turquoise clothing, does that mean that this is the way to attract attention. Reflective details make you stand out in traffic just as well. Maybe it’s even safer than a bright color since you don’t see it so well in the dark. So good job!