SA’s biker delivery boom | How delivery culture became a pop phenomenon in South Africa

What began as a convenience has become a full-blown cultural movement. South Africa’s food and grocery delivery scene has evolved beyond just quick meals, it now plays a surprising role in entertainment, parenting, and even party planning.

From dedicated apps like Mr D and Uber Eats to restaurant-specific services offered by the likes of Nando’s and KFC, delivery platforms have become embedded in everyday life. 

Especially since the pandemic, ordering online has become second nature. A quick tap, and within the hour, dinner or even a full week’s worth of groceries arrives at your door.

The surge in delivery popularity is particularly noticeable among adults juggling work and family life. But it’s not just the practicality that’s made it stick, it’s the cultural footprint. In households across the country, children are growing up watching delivery drivers zip up and down the streets.

For them, the sight of a man in a branded helmet is as familiar as the neighborhood ice cream truck once was.

In one memorable example, a young boy’s love for grocery delivery inspired an entire Checkers Sixty60-themed birthday party. From the balloons to the table settings, everything was branded in the app’s signature style. The highlight of the party was the boy’s favourite delivery driver, affectionately known as “Oom Checkers,” made a surprise appearance to sing Happy Birthday.

The moment was captured and shared on TikTok, naturally.

South Africans have taken delivery culture and run with it, straight into the realm of memes and viral content. Social media is filled with jokes about deliveries taking detours, drivers getting lost, or the almost mythical speed of Checkers Sixty60’s service.

But the enthusiasm hasn’t stopped online. Toy bikes, delivery-driver onesies, and even miniature helmets have hit the shelves. Some parents joke that it’s impossible to leave a Checkers store with a toddler in tow without picking up something delivery-themed.

Perhaps the most entertaining example of delivery’s cultural takeover is Molefi Nakedi, better known as Vulela. He’s not employed by Uber Eats but Vulela has built a reputation by arriving at clubs dressed as a delivery driver, helmet, bag and all.

In a previous interview with Drum Magazine, Vulela explained the gimmick: “I decided to put on a helmet and later carry an Uber Eats delivery bag, symbolising delivering lots of fun and entertainment to my club patrons and fans.”

He’s become an underground sensation, booked as an MC and entertainer, proving that the delivery aesthetic isn’t just practical, it’s cool.

The impact of delivery culture has even taken to the skies. Last year, Checkers launched a specially branded LIFT airline plane as part of its Sixty60 grocery delivery campaign. The Airbus A320, complete with the Sixty60 logo on its sides and “Checkers” printed boldly on its belly, is a flying billboard that leaves kids wide-eyed and adults amused.

It's not just planes. A TikTok video featuring a wrapped VW in Checkers Sixty60 branding at an Engen garage sent the internet buzzing, a perfect example of how these brands continue to push into unexpected corners of daily life.

While there’s no denying the fun, it’s also worth acknowledging the broader impact. Delivery apps have created income opportunities for thousands of South Africans, many of them young people navigating a tough job market.

However, challenges persist. Drivers often face long hours, safety concerns, and unpredictable working conditions, raising important conversations about gig economy protections.

From memes to party themes, and from DJs in helmets to branded planes, South Africa’s delivery culture is no longer just about convenience, it’s a lifestyle.

As these platforms continue to evolve, they don’t just bring food to the doorstep, they deliver moments, memories, and a surprising amount of joy.

IOL