Post Stay At Home Order – Michigan Resident Survey

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IntroductionMethodologySurvey ProfileCurrent PerceptionsContinued MitigationsWillingness to Pay MoreFrequent Diners

Post Stay At Home Order – Michigan Resident Survey

Great Lakes Wine & Spirits (GLWAS) of Detroitcommissioned Warrior Market Insight (WMI) of Dearbornon April 13, 2020 to conduct a survey of Michiganresidents regarding their perceptions and expectationsafter the “Stay At Home” order is rescinded. A comprehensive online questionnaire was developedand tested among industry members; it was seeking tofind answers to the following questions:––––––Overall demographicsReadiness to return to various activitiesReactions to continued mitigationsReadiness to return to restaurantsExpectations for restaurant preparednessWillingness to pay more, reactions to potential tax deductions

Great Lakes Wine & Spirits is a family-owned-and-operated Michiganbased business with over 1,000 employees with facilities throughout thestate. Great Lakes Wine & Spirits serves all 83 Michigan counties and hasdeveloped into a multi-faceted industry leader in the alcoholic beveragewholesale business and provide goods and services to nearly 14,000Michigan businesses. Warrior Market Insight is a Michigan-based business, led by nativeMichigan professionals, offering a range of B2B and B2C consumer andcustomer research and insight. For questions or further information, feel free to contact the following:Lew Cooper IIIGreat Lakes Wine & Spirits(313) 453-2200LC3@GLWAS.comMark BarronWarrior Market Insight(248) 875-5503warriorinsight@gmail.com

The survey was implemented online and fielded from April 20 to April 24th. There werethree separate campaigns, soliciting participation from different sources. The intent herewas to develop a comprehensive, representative sample of Michigan as a whole as well ashaving geographic and other demographic segmentations:Outside Consumer PanelWMI worked with Qualtrics and its panel division, with a customer database in the tens ofthousands of Michigan residents. Each respondent was targeted for their demographic typeand geographic location. In total, there were 571 qualified, completed surveys.Social Media CampaignWMI worked with the Facebook platform and set about a separate campaign, with a singlepost and share. The targets were Michigan residents and there were 475 surveys started.Each respondent was qualified by their geographic location as well as other criteria. In total,there were 308 qualified, completed surveys.Personal Circle of ContactsWMI used a personal circle of contacts to test and socialize the survey, with a customerdatabase of only 100 Michigan residents. This group was targeted for their demographictype and is used to bolster a certain segment for selected analysis. In total, there were 44qualified, completed surveys.

Post Stay At Home Order – Michigan Resident Survey

Over 900 residents participating in the online survey from all points geographicallyin Michigan. There are 64 of 83 counties represented in the study, along with everyMDHHS region:

Of the 923 residents participating in the online survey, only persons 21 or older wereaccepted to answer the questions. A wide range of ages is represented. Gender identityshows a slight majority for female respondents at 56.3%:

The majority (54%) of the 923 residents participating in the online survey are employedfull time in Michigan. There was no effort to capture the current employmenteffect in Michigan but 10% identified as laid off. Income levels are represented across theboard and suggest a median higher than the median household income of 55,000:

Every effort was made in the online survey to have a representative sample by race andeducation in Michigan. Caucasian and African American respondents represent 81% and14.5%, respectively. Education levels are skewed to the high end, somewhat explained byqualifying only this 21 and older:

Post Stay At Home Order – Michigan Resident Survey

Q10. What do you think about the 'stay home,stay safe' order extended and expanded onApril 9th?Q15. Do you agree that the guidance from theGovernment have led you enough to act moreresponsibly?

Q53. Are you in agreement with theGovernment's overall thought forreopening the economy in phases?Q14. If in order to promote social distancing youwere asked to shop only on odd or even daysbased on your birth-date. how would you reactto that order?

Post Stay At Home Order – Michigan Resident Survey

Q9. Before the 'stay at home' order was initiated back in March, how often did yougo to a restaurant for dinner?

Q11. Do you agree with the following statement: I feel safe enough right now to goback out to a restaurant or bar?

Q12. Do you agree with the following statement: I would wait for a vaccine or antibodytest before going back out to any of the following places in order to feel safe enough?

Q16. When the 'stay at home' order is lifted,how likely will you be to go to. in the FIRSTWEEK?Q17. When the 'stay at home' order is lifted,how likely will you be to go to. in the firstMONTH?Note: biggest change occurs with going to a Restaurant, jumping from 32% to51% from First Week to First Month

Post Stay At Home Order – Michigan Resident Survey

Q19. If the reopened restaurants continueto apply social distancing, how would youfeel if they required distance from othergroupsQ23. Would 6 ft between other groupsat the restaurant's bar (not a nightclub)be enough to make you feel more safe?

Q21/22. In the first Week or Month after the'stay at home' order is lifted, I think sitting ata restaurant's bar (to eat and/or drink) willbe unattractive for me.Q20. Would dining outside on apatio or deck be more desirable toyou than before?

Q27. Would you expect hand sanitizers,wipes or both to become staples like saltand pepper on the table?Q25. If restaurant establishments havephysical guidance and/or barriers to keepyou safe, would you.?

Q24. How would you feel if restaurants required.?

Q26. How soon after the 'stay at home' order is lifted would you be likely to take anUber or Lyft to a restaurant?

Post Stay At Home Order – Michigan Resident Survey

Q28. Would you be willing to pay higherprices in restaurants if the Governmentmandated (or the restaurant itself) onlyseated to 50% capacity to apply socialdistancing?Q32. Would you be willing to pay more tohelp the restaurant in general knowingyou're helping them get going again sinceyou can deduct?

Q29 With the potential for lowercapacity and other mitigationrequirements, Restaurants areconsidering an offering called"Restaurant Experience At Home." Thisconcept would offer items from themenu delivered to your location with aserver (screened and with required PPE)at no extra cost. Your meal would beserved at your table and picked upwhen you are finished. There may be aminimum. Would you be interested inthe service while it lasted?

Q30. Does the potential for dinners tonow be 100% tax deductible forbusinesses affect you in any way?24%Q31. Does the potential for dinners to nowbe 100% tax deductible for businessesinfluence the likelihood you would go outmore often?65%

Post Stay At Home Order – Michigan Resident Survey

Q16. When the 'stay at home' orderis lifted, how likely will you be to goto a restaurant in the FIRST WEEK?Q17. When the 'stay at home' orderis lifted, how likely will you be to goto a restaurant in the FIRSTMONTH?

Q28. Would you be willing to payhigher prices in restaurants if theGovernment mandated (or therestaurant itself) only seated to50% capacity to apply socialdistancing?Q29. Would you be interested inusing this new [RestaurantExperience at Home] service whileit lasted?

Q30. Does the potential fordinners to now be 100% taxdeductible for businesses affectyou in any way?Q32. Would you be willing to paymore to help the restaurant ingeneral knowing you're helpingthem get going again since youcan deduct?

– Willingness to pay more, reactions to potential tax deductions . Michigan businesses. Warrior Market Insight is a Michigan-based business, led by native Michigan professionals, offering a range of B2B and B2C consumer and . The targets were Michigan resid

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