All The Famous Brands


Africa’s largest branded food service franchisor, JSE-listed Famous Brands, which has several household brands in its stable, continues its relationship with Goscor Lift Truck Company – also a famous brand in South Africa – with the recent delivery of Crown and Doosan (you guessed it, globally famous brands) materials handling equipment (MHE) for its new warehouse in Longmeadow, Edenvale, east of Johannesburg.

Gavin Welsh, Famous Brands logistics executive for the Gauteng region’s Centre of Excellence says that the company reduced the primary activity at their Midrand facility and ring-fenced it at the new Longmeadow warehouse.

Famous Brands recently took delivery of 10 units for the new facility including: 2 x Doosan BR16JW Reach Trucks; 1 x Crown SC6040 1.8 three-wheel Electric Counter-Balance forklift; 1 x Crown WT3020 2.0 Ride-on Powered Pallet Truck and 6 x Crown PTH-50 Pallet Jacks.


The Crown SC 6000 Series, which Goscor launched in South Africa less than two years ago, is one of this country’s best-selling forklifts offering a combination of stability, advanced technology and task-focused ergonomics. These lift trucks are capable of performing a wide variety of material-handling tasks in both indoor and outdoor conditions.

Darryl Shafto, Goscor Lift Truck Company MD, says that the SC 6000 Series incorporates Crown’s proven ergonomics for operator comfort and control. The low step height of 375mm and head clearance make it easier to get on and off the truck. The truck design gives operators unobstructed views in all directions – even when fitted with one of many of the available cab options. The partial cabin includes windshield, rear panel and roof with an optional reading light. Thanks to a wide variety of other options – for controls, lighting, accessories and more – these lift trucks can be precisely configured to suit customers’ specific needs.

Easily and safely

Darryl also emphasises the enhanced driving performance and handling of the SC 6000 Series. “When working on ramps in particular, the forklift can be easily and safely manoeuvred, thanks to the ramp hold function and automatic speed control. The mast is extremely robust and offers high stability, both when extended and loaded,” says Darryl.

Another stand-out feature of the SC 6000 Series is ease of service. Crown’s patented Access 1 2 3 technology provides customers with dependable, on-board diagnostics in real time. With Goscor’s state-of-the-art comprehensive battery systems it supplies an all-encompassing concept that streamlines workflows and ensures sustainable, productive and profitable warehouse operations.

Gavin says that it’s not only Goscor’s product that is world class. “Their willingness to be part of the preparation of the facility’s MHE, their general conduct during the sale and the quality of their after sales service all match the quality of the product,” he says.


He adds that the Goscor team’s advice about which would be the best equipment for the new warehouse was invaluable as was their involvement in the design and construction of the battery room, which is so crucial to the efficiency of the entire operation.

“We expect that the new facility will handle a throughput in the region of 500 pallets per day delivering to six depots: Cape Town, Bloemfontein, Midrand, Nelspruit, Pinetown, and Port Elizabeth. It is a 24-hour operation and to facilitate this Goscor has supplied additional batteries to ensure uptime around the clock!

Goscor sales manager Ronald Ryan says the Famous Brand’s logistics management and its operation is as professional as anything anywhere. “Working with Gavin is a privilege and the teamwork between the two companies is an example of how productive the client/ supplier relationship can be,” he says.

Iconic brands

Famous Brands is Africa’s largest branded food service franchisor with iconic brands including: Wimpy, Steers, Mugg and Bean, Europa, Tashas and many more. With only Steers in its fold, Famous Brands was listed in November 1994 with a market capitalisation of R25 million. Today its market capitalisation is in excess of R14 billion.

Meanwhile Goscor group CEO Neil Wilson says he is very optimistic about Goscor now being part of the InServe group. “The diverse synergies that exist between the companies in InServe will create greater efficiencies and ultimately help each company to improve their service to great companies like Famous Brands,” he says.

He adds that some of those synergies include the cross-pollination of common customers, the sharing of infrastructure in more remote areas and business strategy sharing especially in the areas of sales, marketing and logistics.

Superb addition

InServe CEO, Peter Amm says that Goscor is a superb addition to the group. “This is a powerful and dynamic group, which boasts many of the world’s leading brands in their respective sectors. They have a proven profit track record and a reputation for excellent technical and customer service. Also, Goscor has always shared – and practised – with InServe its values of honesty, integrity, teamwork and respect for people.

“I have no doubt that Goscor’s contribution to the growth of InServe will be immeasurable over time and I look forward to working with Neil and his team,” he concludes.

Goscor, Tel: (011) 230-2600

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