As Amended Through
                                                               October 15,  1998

                           SCHULTZ SAV-O STORES, INC.
                          OFFICER ANNUAL INCENTIVE PLAN

1.        Purpose

          The purpose of the Schultz Sav-O Stores, Inc. Officer Annual Incentive
Plan ("Plan") is to (a) reward  Participants on an individual and team basis for
the achievement of corporate  financial goals and objectives  which increase the
economic value of the Company for the benefit of all  shareholders;  (b) provide
competitive  levels of  compensation  to its  executive  officers  to enable the
Company to attract and retain highly qualified and talented  individuals who are
able to exert a significant  impact on the economic value of the Company for the
benefit of all  shareholders;  (c)  encourage  teamwork and  cooperation  in the
achievement  of corporate  financial  goals and  objectives;  and (d)  recognize
differences in the performance of individual Participants.

2.        Plan Administration

          The  Compensation and Stock Option Committee of the Board of Directors
(the "Committee")  shall have full power,  authority and  responsibility for the
design,  construction,  administration  and  interpretation  of  the  Plan.  The
Committee  may from time to time or at any time make  such  decisions  and adopt
such rules and  regulations  for the design,  construction,  administration  and
interpretation  of the Plan as it deems  appropriate.  Any such decision made by
the Committee shall be final,  conclusive and binding upon all  Participants and
any person  claiming  under or through  them.  A majority  of the members of the
Committee shall constitute a quorum.  All  determinations of the Committee shall
be made by at least a  majority  of a  quorum.  Any  decision  or  determination
reduced to writing  and signed by all of the members of the  Committee  shall be
fully as  effective  as if it had been made by a unanimous  vote at a meeting of
the Committee duly called and held.

3.       Definitions

          3.1       "Base  Salary"  means the dollar  amount of a  Participant's
                    annual base  salary  actually  earned  during the Plan Year,
                    without  adjustment  for bonuses  (hereunder or  otherwise),
                    salary deferrals,  value of benefits,  stock option or other
                    equity-based  incentive  award grants or exercises,  imputed
                    income,  special payments,  amounts contributed to or earned
                    under the Company's Retirement Savings Plan or its Executive
                    Benefits  Restoration  Plan or  similar  existing  or future
                    plans.

          3.2       "Base Salary  Percentage" means the percentage arrived at by
                    dividing a  Participant's  Base Salary for a specified  Plan
                    Year by the aggregate Base Salaries of all  Participants for
                    the same Plan Year.




          3.3       "Bonus Amount" means a Participant's  annual aggregate bonus
                    amount  which  is  calculated  in the  manner  set  forth in
                    Section 5.1.

          3.4       "Bonus Pool" means the dollar  amount of the cash award pool
                    established for the specified Plan Year for the distribution
                    of  Bonus  Awards  to  Participants   for  such  Plan  Year,
                    calculated as follows:

                    Bonus Pool = 10% of the dollar  amount of the  Current  Year
                    EVA + 5% of  the  dollar  amount  of the  Incremental  EVA +
                    $25,000 for each percentage  point increase,  if any, in net
                    sales of the  Company for the  specified  Plan Year over net
                    sales of the  Company in the  preceding  Plan Year,  each as
                    reflected in the Company's audited financial  statements for
                    such Plan Years,  subject to adjustment as determined by the
                    Board  to  take  into  account  extraordinary,   unusual  or
                    nonrecurring   events  or  circumstances   (other  than  the
                    acquisition of other supermarkets or businesses).

          3.5       "Company  Performance Bonus Pool" shall be equal to one-half
                    of the Bonus Pool for the specified Plan Year.

          3.6       "Current  Year  EVA"  means  the EVA as  calculated  for the
                    specified Plan Year.

          3.7       "Economic Value Added" or "EVA" means the NOPAT that remains
                    after  subtracting  the  product  of the  Threshold  Rate of
                    Return  multiplied by the  Investment  Amount,  expressed as
                    follows:

                    EVA = NOPAT C [Threshold Rate of Return x Investment Amount]

                    EVA may be positive or negative.

          3.8       "Incremental  EVA" means the Current  Year EVA minus the EVA
                    for  the  prior  Plan  Year.  For  purposes  of  calculating
                    Incremental EVA for the 1995 Plan Year, the EVA for 1994 was
                    $1,128,000. Incremental EVA may not be negative.

          3.9       "Individual  Performance  Bonus"  shall have the meaning set
                    forth in Section 5.1.

          3.10      "Individual  Performance  Bonus  Pool"  shall  be  equal  to
                    one-half of the Bonus Pool for the specified Plan Year.

          3.11      "Individual  Performance  Factor" shall have the meaning set
                    forth in Section 5.2.

                                      -2-



          3.12      "Investment Amount" means the dollar amount of the Company's
                    average  investment for the Plan Year,  calculated by adding
                    the   investment   reflected  on  the  Company's   financial
                    statements  as of the end of each fiscal  quarter,  and then
                    dividing by four, where investment is determined as follows:

                    Investment = indebtedness for borrowed money + shareholders'
                    investment + obligations under capital leases

          3.13      "NOPAT" means the Company's net earnings  after tax (without
                    reduction for any Bonus Amounts or Bonus Pool accrued,  paid
                    or payable under the Plan),  plus interest expense after tax
                    for the Plan Year, all as reflected in the Company's audited
                    financial statements for the Plan Year.

          3.14      "Participant"  means an  eligible  executive  officer of the
                    Company   under   Section  4.1  who  has  been  selected  to
                    participate  in the  Plan  for the  Plan  Year  pursuant  to
                    Section 4.2.

          3.15      "Plan Year" means the one-year  period  coincident  with the
                    Company's applicable fiscal year.

          3.16      "Threshold  Rate of Return"  shall be the target  percentage
                    rate of return on the  Investment  Amount for the  specified
                    Plan Year  established  by the Committee at the beginning of
                    each Plan Year based on the Company's  weighted average cost
                    of capital.  For the 1995 Plan Year,  the Threshold  Rate of
                    Return has been established by the Committee as 9.1%.

4.       Eligibility

          4.1       Eligible  Executive  Officers.  In  general,  all  executive
                    officers of the Company (which generally shall include those
                    Company  officers  listed  as such in the  Company's  annual
                    report to shareholders) at the beginning of a Plan Year will
                    be  eligible  for   participation  in  the  Plan.   However,
                    nomination  of an executive  officer by the Chief  Executive
                    Officer and approval by the  Committee  will be required for
                    actual participation.

          4.2       Nomination and Approval. Each Plan Year, the Company's Chief
                    Executive Officer will nominate eligible  executive officers
                    to  participate in the Plan for the specified Plan Year. The
                    Committee  will  have the  final  authority  to  select  the
                    Participants  for such  Plan Year  from  among the  eligible
                    executive   officers   nominated  by  the  Company's   Chief
                    Executive  Officer.  Selection normally will take place, and
                    will  be  communicated  to  each  Participant,  prior  to or
                    shortly after the beginning of the specified Plan Year.

5.       Bonus Amounts; Individual Performance Factors

          5.1       Calculation  of  Bonus  Amounts.  Each  Participant's  Bonus
                    Amount  for a  specified  Plan  Year  will be  equal  to his
                    pro-rata portion of the Company  Performance Bonus Pool plus
                    his  Individual  Performance  Bonus.  For any 

                                      -3-


                    specified Plan Year, a Participant's pro-rata portion of the
                    Company Performance Bonus Pool shall be equal to the product
                    of the Participant's  Base Salary  Percentage  multiplied by
                    the  Company   Performance  Bonus  Pool.  The  Participant's
                    Individual  Performance  Bonus shall be equal to the product
                    of the Participant's  Base Salary  Percentage  multiplied by
                    the  Individual  Performance  Bonus Pool  multiplied  by his
                    Individual Performance Factor;  provided,  however, that the
                    aggregate    Individual    Performance   Bonuses   for   all
                    Participants  for a  specified  Plan Year may not exceed the
                    Individual Performance Bonus Pool for such Plan Year. If the
                    aggregate    Individual    Performance   Bonuses   for   all
                    Participants  for a  specified  Plan Year  would  exceed the
                    Individual  Performance  Bonus Pool for such Plan Year, then
                    the   Committee   in  its   discretion   shall   adjust  the
                    Participants'  Individual  Performance  Bonuses so that such
                    aggregate Individual Performance Bonuses will not exceed the
                    Individual Performance Bonus Pool for such Plan Year.

          5.2       Individual    Performance    Factor    Calculation.     Each
                    Participant's  Individual Performance Factor for a Plan Year
                    will  be  based  on  the  Participant's   accomplishment  of
                    individual  and/or  group  financial  and/or  other goals or
                    objectives  established  by the  Company's  Chief  Executive
                    Officer, with the approval and ratification of the Committee
                    (or as determined solely by the Committee in the case of the
                    Company's Chief Executive  Officer),  as of the beginning of
                    the  specified  Plan  Year.  Whenever  possible,  individual
                    performance  will be evaluated  according to quantifiable or
                    objective  benchmarks  of  success  and  the  level  of  the
                    Participant's  relative  achievement  of  such  quantifiable
                    benchmarks.  An achievement percentage continuum that ranges
                    from  achieving  0% to  150% of the  quantifiable  benchmark
                    opportunity  will  be  established  and  the   Participant's
                    relative   level  of   achievement   of  such   quantifiable
                    benchmarks  will  be  enumerated  accordingly  from 0 to 1.5
                    based on such  continuum.  After the end of a Plan Year, the
                    Company's  Chief  Executive  Officer,  with the approval and
                    ratification of the Committee (or solely by the Committee in
                    the case of the Company's  Chief  Executive  Officer),  will
                    evaluate  and rate the  Participant's  performance  over the
                    Plan Year and the relative  contribution  of the Participant
                    to the achievement of the previously  established individual
                    or  group   financial   or  other   performance   goals  and
                    objectives,   and  this   evaluation   will  result  in  the
                    Participant's Individual Performance Factor being determined
                    according to the following schedule:

                              Performance                  Individual
                           Individual Rating           Performance Factor
                             Very Good 1.5                    1.5
                                  Good                        1.0
                              Satisfactory                    0.5
                                Marginal                      0.0



                                      -4-



6.       Change in Status During the Plan Year

          6.1       New Hire or Promotion

                    An executive officer who is newly hired or promoted during a
                    specified Plan Year to an executive  officer position which,
                    if held by the  Participant  at the  beginning  of the  Plan
                    Year,  would have  otherwise  allowed the  Participant to be
                    eligible for participation in the Plan will generally not be
                    eligible  to  receive a Bonus  Amount  for such  Plan  Year;
                    provided,   however,  that  the  Company's  Chief  Executive
                    Officer, with the approval and ratification of the Committee
                    (or  solely by the  Committee  in the case of the  Company's
                    Chief  Executive  Officer)  may waive this  policy and allow
                    such  executive  officer to receive a pro rata Bonus  Amount
                    for such Plan Year based on the  percentage of the Plan Year
                    the   executive   officer  was  employed  in  such  eligible
                    executive  officer position  (determined based on the actual
                    number  of full  months  of  employment  in  such  executive
                    officer  position  during the Plan Year  divided by 12). Any
                    such  waiver of this  policy  will take  into  account  such
                    factors  as the  executive  officer's  contributions  to the
                    Company's  achievement  of  corporate  financial  goals  and
                    objectives  in  such  executive  officer  position  and  the
                    portion of the Plan Year the  individual  actually  spent in
                    such executive officer position.

          6.2       Death, Disability or Retirement

                    If a  Participant's  employment  as an effective  officer is
                    terminated during a Plan Year by reason of death, disability
                    or normal or early  retirement,  the  Participant (or his or
                    her heirs or personal  representatives in the case of death)
                    will  receive  a pro rata  Bonus  Amount  for such Plan Year
                    based on the percentage of the Plan Year the Participant was
                    employed in such  position  (determined  based on the actual
                    number of full  months  of  employment  of such  Participant
                    during the Plan Year divided by 12).

          6.3       Termination for any Other Reason

                    If a  Participant's  employment is terminated  during a Plan
                    Year  for  any  reason  other  than  death,   disability  or
                    retirement,  such Participant will generally not be eligible
                    to  receive a Bonus  Amount  for such Plan  Year;  provided,
                    however,  that the Company's Chief Executive  Officer,  with
                    the approval and  ratification  of the  Committee (or solely
                    the Committee in the case of the Company's  Chief  Executive
                    Officer) may waive this policy and allow such Participant to
                    receive a pro-rata  Bonus Amount for such Plan Year based on
                    the  percentage of the Plan Year the  executive  officer was
                    employed  in  such  eligible   executive   officer  position
                    (determined  based on the  actual  number of full  months of
                    employment in such  executive  officer  position  during the
                    Plan Year divided by 12).


                                      -5-



7.       Administrative Provisions


          7.1       Amendments  and   Terminations.   The  Company's   Board  of
                    Directors  shall have the right to modify or amend this Plan
                    in whole or in part  from  time to time or at any  time,  or
                    suspend it or terminate it entirely; provided, however, that
                    no such modification,  amendment,  suspension or termination
                    may,  without the consent of any affected  Participants  (or
                    beneficiaries  of such  Participants in the event of death),
                    reduce   the   rights   of   any   such   Participants   (or
                    beneficiaries,  as applicable) to a payment or  distribution
                    of a Bonus Amount  already  determined and earned under Plan
                    terms in effect prior to such change.  A  Participant  shall
                    not be deemed to have  earned or have any right to any Bonus
                    Amount  for a Plan Year until  completion  of that Plan Year
                    and the determination of Bonus Amounts for such Plan Year by
                    the Company's Chief Executive Officer and/or the Committee.

          7.2       Effect of Award on Other Employee Benefits. By acceptance of
                    a Bonus  Amount,  each  Participant  agrees  that such Bonus
                    Amount is special  additional  compensation and that it will
                    not  affect  adversely  any other  employee  benefit  (e.g.,
                    Retirement  Savings  Plan,  Executive  Benefits  Restoration
                    Plan,  life  insurance,  etc.),  in  which  the  Participant
                    participates or to which he is entitled,  except as provided
                    in Section 7.4 below. The existence of the Plan or the grant
                    of any  Bonus  Amounts  hereunder  shall  not  restrict  the
                    ability  of the  Committee  or the  Board to grant any other
                    discretionary  bonuses to any executive officers,  employees
                    or others outside of the Plan.

          7.3       Retirement  Programs;  Severance  Agreements.  Bonus Amounts
                    paid under this Plan shall be included in the  Participant's
                    compensation  for  purposes  of  the  Company's   Retirement
                    Savings Plan, Executive Benefits Restoration Plan, any other
                    qualified  employee  benefit  plan  and any  applicable  key
                    executive   employment  and  severance  agreement  with  the
                    Company.

          7.4       No  Right  to  Continued   Employment  or  Additional  Bonus
                    Amounts.  A Participant's  eligibility for or actual receipt
                    of a Bonus Amount in any specified  Plan Year shall not give
                    the Participant  any right to continued  employment with the
                    Company, and the right and power to dismiss or terminate the
                    employment  of the  Participant  for any  reason  whatsoever
                    (other  than  as  otherwise   specified  in  any  applicable
                    contract  of  employment  between  the  Participant  and the
                    Company)  is  specifically   reserved  to  the  Company.  In
                    addition,  the selection of an eligible executive officer as
                    a  Participant  in the  Plan  for any Plan  Year  shall  not
                    require or infer the  inclusion  or selection of such person
                    as a Participant  for any  subsequent  Plan Year or, if such
                    person is  subsequently  so included or selected,  shall not
                    require  that  the  same  Bonus   Amount   provided  to  the
                    Participant  under  the Plan  for an  earlier  Plan  Year be
                    provided to such Participant for the subsequent Plan Year.

                                      -6-



          7.5       Adjustments to Performance Goals. When a performance goal or
                    objective  is  based  on  Economic   Value  Added  or  other
                    quantifiable  financial or  accounting  measures,  it may be
                    appropriate  to exclude  certain  items in order to properly
                    measure  performance.  The Committee in its discretion  will
                    decide  those items that shall be  considered  in  adjusting
                    actual results. For example, some types of items that may be
                    considered for exclusion are:

                    a.        Extraordinary  Items.  Any gains or  losses  which
                              will be treated as  extraordinary in the Company's
                              financial   statements  under  generally  accepted
                              accounting principles.

                    b.        Unanticipated   Nonrecurring  Non-Ordinary  Course
                              Items.  Unanticipated,  nonrecurring,  nonordinary
                              course items such as:

                              (i)       Gains  or   losses   from  the  sale  or
                                        disposal of real estate or property.

                              (ii)      Gains     resulting    from    insurance
                                        recoveries  when  such  gains  relate to
                                        claims filed in prior years.

                              (iii)     Losses     resulting     from    natural
                                        catastrophes,  when  the  cause  of  the
                                        catastrophe is beyond the control of the
                                        Company  and did  not  result  from  any
                                        failure or  negligence  on the Company's
                                        part.

                              (iv)      Changes  in   accounting   policies   or
                                        practices.

     7.6  Payment of Bonus Amounts. The Bonus Amounts payable for a Plan Year as
          determined by the Chief  Executive  Officer and/or  Committee shall be
          distributed  by the Company as soon as  practicable  after the date of
          the first public release of the Company's  complete audited  financial
          statements for such Plan Year.

8.       Miscellaneous

     8.1  Indemnification. Each person who is or who shall have been a member of
          the  Committee or of the Company's  Board of  Directors,  shall not be
          liable for, and shall be indemnified  and held harmless by the Company
          against  and  from,  any and all  loss,  cost,  liability  or  expense
          (including attorneys' fees and disbursements) that may be imposed upon
          or incurred by him or her in connection with any claim,  action,  suit
          or  proceeding  to  which he or she may be a party  by  reason  of any
          action  taken or failure  to act under or  pursuant  to the Plan.  The
          foregoing right of indemnification shall not be exclusive of any other
          rights of indemnification, advancement of expenses or reimbursement to
          which such  persons may be entitled  under the  Company's  Articles of
          Incorporation, By-Laws, Indemnity Agreements, as a matter of law under
          the Wisconsin

                                      -7-



          Business  Corporation  Law,  under  applicable  insurance  policies or
          otherwise,  or any other power or authority  that the Company may have
          to indemnify or reimburse them or hold them harmless.

          8.2  Expenses of the Plan.  The  expenses of  administering  this Plan
               shall be borne by the Company.

          8.3  Withholding  Taxes.  The  Company  shall  deduct  from all  Bonus
               Amounts paid or payable under the Plan any federal or state taxes
               required by law to be withheld with respect to such payments.

          8.4  Non-Transferrable  Benefits.  Bonus  Amounts  (or  any  interests
               therein)   paid  or  payable  under  the  Plan  are  personal  to
               Participants and are  non-transferrable and non-assignable during
               the life of a Participant.

          8.5  Unsecured Rights. The right of any Participant to receive a Bonus
               Amount  under the Plan when  determined  and  earned  shall be an
               unsecured claim against the general assets of the Company and the
               Participant  shall  have no rights  in or  against  any  specific
               assets of the Company as a result of participation hereunder.

          8.6  Powers of Company Not  Affected.  The existence of the Plan shall
               not  affect  in any way the  right or power of the  Company,  the
               Board of Directors or its  shareholders  to make or authorize any
               or all adjustments,  recapitalization,  reorganizations  or other
               changes in the Company's  capital  structure or its business,  or
               any merger or  consolidation  of the Company,  or  dissolution or
               liquidation of the Company, or any sale or transfer of all or any
               part of its  assets or  business  or any other  corporate  act or
               proceeding, whether of a similar character or otherwise.

          8.7  Governing  Law. This Plan shall be construed in  accordance  with
               and governed by the laws of the State of Wisconsin.

          8.8  Effective  Date.  The  effective  date of the Plan is  January 1,
               1995.

                                      -8-