5 minute read
A hale and hearty fellow to help you stock your bar
With outlets in Johannesburg, Cape Town and Durban that can service all areas of South Africa, Norman Goodfellows is the ideal alcoholic beverage partner for the restaurant industry.
Johannesburg natives may remember the Solly Kramer stores of the 1950s and 60s. The brand became synonymous with good neighbourly values, excellent service and attention to detail, which was why a large alcohol manufacturer eventually offered to buy the brand. After years of being the director of the Solly Kramer’s brand, which had by now turned into to a large corporation Charles Kramer’s father, Norman decided he wanted to go back to the original idea of his father, Solly’s shops and asked for just one shop back to be run by him. Kramer says: ‘At the time the Illovo store was the worst performing in the group so my father asked for it knowing he would not be turned down.’ However, the Kramer family were not allowed to use the Solly Kramer name as it was part of the original acquisition. Racking their brains for a name that would embody the joviality, friendliness and warmth of their brand they eventually decided on the name Norman Goodfellows.
Norman Goodfellows is born
The Goodfellow part of the name comes from Shakespeare’s A Midsummer Night’s Dream where Puck, also known as Robin Goodfellow, was a hale and hearty sprite with a penchant for beer and other spirits. The Norman part comes simply from Kramer’s father, the founder of the brand. Kramer’s mother designed the logo herself. The very first Norman Goodfellows store opened its doors in Illovo in December 1976, just in time for the festive season. The brand soon established itself as a customer-centric entity with extremely quick turnaround times. Kramer recalls that customers would phone in for their ‘household liquor’ and his dad would keep them on the phone taking their order and then laughing and joking with them while the store’s delivery man would jump on his bike and deliver the order before the customer had even hung up the telephone.
The brand made its name in supplying individuals with excellent service. Today it has expanded its business and is quickly making a name for itself as the go to alcoholic beverage partner for the restaurant and catering industry.
Building on its existing delivery services, Norman Goodfellows upsized its offering to provide wholesale delivery to restaurants. Kramer believes the company’s differentiating factor is its commitment to service, its genuine desire to help customers find what they are looking for and transparency in the way it conducts business. ‘I always say that it’s easy to say no but difficult to say yes,’ Kramer says. ‘We have fostered a culture at our company where we just don’t even consider saying no to customers.’
Norman Goodfellows completes hundreds of restaurant deliveries a day across the country. Its average turnaround time is the same day or within 24 hours.
Yet delivery is just one aspect of being a beverage partner. Kramer explains the company also consults with restaurant owners and buyers to help construct a comprehensive and cost effective beverage offering. Kramer and his team have become experts on both local and international alcohol trends.
Get crafty about craft
The craft liquor movement is taking the world by storm. Kramer explains the idea of craft liquors started mainly in the UK and Spain. While South Africa has adopted the trend relatively late, the buzz around craft has grown steadily in the country. Kramer believes the craft movement is changing the beverage landscape of South Africa and restaurants have to keep up. He states: ‘Previously pouring spirits used to be much less brand sensitive. For example, diners would ask for a gin and tonic or vodka and lemonade. Following on from the craft gin movement, diners will now ask for a particular brand of gin and will even go as far to ask for it to be served with a specific brand of tonic or soda. The craft liquor movement has also opened doors for craft mixers.’
Craft beers initiated the craft movement. Just a few years on craft beers are all the rage in restaurants. Norman Goodfellows stocks at least 300 craft beers at any given time in its Illovo store, but Kramer says the company will source and stock whatever the client wants.
The next big trend to arise out of the craft movement is craft rums and tequila, proudly made in South Africa. Kramer is particularly excited about local tequila, which he says is of a very high quality. One thing’s for sure though, alcohol producers see Norman Goodfellows as an essential point to showcase their products. Just a peek at the flagship Illovo store reveals alcohol brands, local and international, that many would not even have heard. Kramer is approached daily by various producers. The brand is firmly positioned on the cutting edge of new trends and products.
South Africans seek out a sweet escape
On the whole Kramer believes the wine category is becoming much more mainstream. In the past wine has been seen as somewhat elitist and an acquired taste, however South Africans are embracing wine more and more as a drink of choice for every occasion. He has noticed that South Africans still seek out sweeter options like demi-sec champagnes and sparkling wines. Cognac was also once seen as a very exclusive drink but today it is finding a new audience by being mixed into cocktails. ‘Premium spirits are finding a wider audience in top restaurants and bars by being mixed with sweeter colddrinks. It’s interesting to note that one of the most popular drinks at top Johannesburg nightclubs at the moment is Johnnie Walker Blue Label and cream soda,’ Kramer mentions. ‘The point is that we need to stop being so purist and embrace international trends while taking note of our local audience.’
CHARLES KRAMER’S TOP TIPS FOR NEW RESTAURANTS
• You need to stock alcohol from across the board, something from each category.
• There are great deals to be had by buying in bulk and buying smart. Speak to your beverage partner about the most cost-effective offerings.
• Buy appropriately and always keep your market in mind. You don’t want to end up sitting with stock.
• Train your waiters well so they are knowledgeable about the brands you stock and how they should be served. Suppliers will happily give you training.
• Choose an alcohol partner that will add value to your business.
Norman Goodfellows - www.ngf.co.za
