As Amended Through
                                                               January 28, 1999

                           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  twenty-five
              percent (25%) 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 seventy-five
              percent (75%) of the Bonus Pool for the specified Plan Year.

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

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       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 

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              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-