Document:

<PAGE>

                                                                   EXHIBIT 10.1

                                                                  June 23, 2004

Goldman, Sachs & Co.,
85 Broad Street
New York, New York 10004

Ladies and Gentlemen:

         Carmike Cinemas, Inc., a Delaware corporation (the "Company") has
previously issued $150 million 7.500% Senior Subordinated Notes due 2014, which
were not registered under the Securities Act of 1933 (the "Securities"), which
are unconditionally guaranteed by Eastwynn Theatres, Inc., an Alabama
corporation, Wooden Nickel Pub, Inc., a Delaware corporation and Military
Services, Inc., a Delaware corporation (the "Guarantors"). As an inducement to
the Purchasers including Goldman Sachs & Co. ("Goldman Sachs") to enter into
that certain Purchase Agreement, dated as of January 29, 2004 (the "Purchase
Agreement"), the Company and the Guarantors entered into that certain Exchange
and Registration Rights Agreement, dated January 29, 2004 (the "Registration
Rights Agreement").

         Goldman Sachs, an affiliate of the Company as defined in relevant
provisions of the Securities Act of 1933 (the "Act"), has notified the Company
that it desires to make a market in the Exchange Securities (as defined below).
Due to its affiliate status, Goldman Sachs may be required to deliver a
separate prospectus to investors in the Exchange Securities (the "Market-Making
Prospectus") during the Market-Making Period (as defined in Section 8 of this
letter agreement).

         On May 5, 2004, the Company and the Guarantors filed pursuant to
Section 2(a) of the Registration Rights Agreement a Registration Statement on
Form S-4 (Registration No. 333-115134) the "Market Making Registration
Statement" relating to an offer to exchange any and all outstanding Securities
for $150 million 7.500% Senior Subordinated Notes due 2014, which were are
registered under the Securities Act of 1933 (the "Exchange Securities"). As a
courtesy to Goldman Sachs, the Company and the Guarantors have included in the
Market Making Registration Statement an alternative Market-Making Prospectus
relating to the Exchange Securities.

         This letter agreement between the Company and Goldman Sachs defines
the rights and obligations of the parties relating to the Market-Making
Prospectus and the Market-Making Period. Capitalized terms used herein and not
otherwise defined herein shall have the respective meanings set forth in the
Registration Rights Agreement.

1.       Registration Under the Securities Act.

         In consideration of Goldman Sachs making a market in the Company's
Exchange Securities, and subject to Section 8, during the Market-Making Period,
if, in the reasonable judgment of Goldman Sachs, it or any of its affiliates
(as defined in the rules and regulations under the Securities Act) are required
to deliver, a Market-Making Prospectus in connection with sales of the Exchange
Securities, the Company will (i) provide Goldman Sachs and its affiliates,
without charge, as many copies of the Market-Making Prospectus and any
amendments or supplements thereto as they may reasonably request, (ii)
periodically amend the Market-Making

<PAGE>

Prospectus and the Market Making Registration Statement so that the information
contained therein complies with the requirements of section 10(a) of the
Securities Act and (iii) amend the Market Making Registration Statement or the
Market-Making Prospectus as and when required by the rules, regulations or
instructions applicable to the registration form used by the Company for such
Market Making Registration Statement or by the Act or the rule and regulations
applicable thereunder, and when necessary to reflect any material changes in
the information provided therein in order that the Market Making Registration
Statement or the Market-Making Prospectus does not contain an untrue statement
of material fact or omit to state a material fact required to be stated therein
or necessary to make the statements therein, in light of the circumstances in
which they were made, not misleading, and promptly file such amendment or
supplement with the Commission, provided the Company agrees to furnish to
Goldman Sachs copies of any such amendment or supplement prior to its being
used or promptly following its filing with the Commission. The Company and the
Guarantors on the one hand, and Goldman Sachs, on the other hand, hereby agree
to indemnify each other, and, if applicable, contribute to the other, in
accordance with Section 3 of this letter agreement. The Company and each of the
Guarantors consent to the use by Goldman Sachs and its affiliates, subject to
the provisions of this Agreement, the Registration Rights Agreement and
applicable provisions of the Securities Act and state securities or Blue Sky
laws of the jurisdictions in which the Exchange Securities are offered by
Goldman Sachs, of each Market-Making Prospectus.

2.       Notwithstanding the foregoing, the Company may suspend the offering and
sale under the Market Making Registration Statement for a period or periods the
Board of Directors of the Company reasonably determines to be necessary, but in
any event not to exceed 120 days in each year during which the Market Making
Registration Statement is required to be effective and usable hereunder
(measured from the Effective Time of the Market Making Shelf Registration
Statement to successive anniversaries thereof) if (A)(i) the Board of Directors
of the company determines in good faith that such action is in the best
interests of the Company or (ii) the Market Making Shelf Registration
Statement, prospectus or amendment or supplement thereto contains an untrue
statement of a material fact or omits to state a material fact necessary in
order to make the statements therein, in light of the circumstances under which
they were made, not misleading, and (B) the Company notifies Goldman Sachs
within five days after such Board of Directors makes the relevant determination
set forth in clause (A).

3.       Indemnification.

(a)      Indemnification by the Company and the Guarantors. The Company and the
Guarantors, jointly and severally, will indemnify and hold harmless Goldman
Sachs and its affiliates against any losses, claims, damages or liabilities,
joint or several, to which Goldman Sachs or its affiliates may become subject
under the Securities Act or otherwise, insofar as such losses, claims, damages
or liabilities (or actions in respect thereof) arise out of or are based upon
an untrue statement or alleged untrue statement of a material fact contained in
any Market-Making Registration Statement, as the case may be, under which such
Exchange Securities were registered under the Securities Act, or any
preliminary, final or summary Market-Making Prospectus contained therein or
furnished by the Company to Goldman Sachs or its affiliates, or any amendment
or supplement thereto, or arise out of or are based upon the omission or
alleged omission to state therein a material fact required to be stated therein
or necessary to make the statements therein not misleading, and will reimburse
Goldman Sachs or its affiliates for any legal or other expenses reasonably
incurred by them in connection with investigating or defending any such action
or claim as such expenses are incurred; provided, however, that neither the
Company nor any of the Guarantors shall be liable to any such person in any
such case to the extent that any such loss, claim, damage or liability arises
out of or is

                                       2
<PAGE>

based upon an untrue statement or alleged untrue statement or omission or
alleged omission made in such Market-Making Registration Statement, or
preliminary, final or summary Market-Making Prospectus, or amendment or
supplement thereto, in reliance upon and in conformity with written information
furnished to the Company by such person expressly for use therein.

(b)      Indemnification by the Holders and any Agents and Underwriters. Goldman
Sachs and its affiliates shall (i) indemnify and hold harmless the Company, the
Guarantors, and all other holders of Exchange Securities, against any losses,
claims, damages or liabilities to which the Company, the Guarantors or such
other holders of Exchange Securities may become subject, under the Securities
Act or otherwise, insofar as such losses, claims, damages or liabilities (or
actions in respect thereof) arise out of or are based upon an untrue statement
or alleged untrue statement of a material fact contained in such Market-Making
Registration Statement, or any preliminary, final or summary Market-Making
Prospectus contained therein or furnished by the Company to Goldman Sachs or
its affiliates, or any amendment or supplement thereto, or arise out of or are
based upon the omission or alleged omission to state therein a material fact
required to be stated therein or necessary to make the statements therein not
misleading, in each case to the extent, but only to the extent, that such
untrue statement or alleged untrue statement or omission or alleged omission
was made in reliance upon and in conformity with written information furnished
to the Company by Goldman Sachs or its affiliates expressly for use therein,
and (ii) reimburse the Company and the Guarantors for any legal or other
expenses reasonably incurred by the Company and the Guarantors in connection
with investigating or defending any such action or claim as such expenses are
incurred; provided, however, that Goldman Sachs shall not be required to
undertake liability to any person under this Section 3(b) for any amounts in
excess of the dollar amount of the proceeds to be received by Goldman Sachs
from the sale of Goldman Sachs' Exchange Securities pursuant to such
registration.

(c)      Notices of Claims, Etc. Promptly after receipt by an indemnified party
under subsection (a) or (b) above of written notice of the commencement of any
action, such indemnified party shall, if a claim in respect thereof is to be
made against an indemnifying party pursuant to the indemnification provisions
of or contemplated by this Section 3, notify such indemnifying party in writing
of the commencement of such action; but the omission so to notify the
indemnifying party shall not relieve it from any liability which it may have to
any indemnified party otherwise than under the indemnification provisions of or
contemplated by Section 3(a) or 3(b) hereof. In case any such action shall be
brought against any indemnified party and it shall notify an indemnifying party
of the commencement thereof, such indemnifying party shall be entitled to
participate therein and, to the extent that it shall wish, jointly with any
other indemnifying party similarly notified, to assume the defense thereof,
with counsel reasonably satisfactory to such indemnified party (who shall not,
except with the consent of the indemnified party, be counsel to the
indemnifying party), and, after notice from the indemnifying party to such
indemnified party of its election so to assume the defense thereof, such
indemnifying party shall not be liable to such indemnified party for any legal
expenses of other counsel or any other expenses, in each case subsequently
incurred by such indemnified party, in connection with the defense thereof
other than reasonable costs of investigation. No indemnifying party shall,
without the written consent of the indemnified party, effect the settlement or
compromise of, or consent to the entry of any judgment with respect to, any
pending or threatened action or claim in respect of which indemnification or
contribution may be sought hereunder (whether or not the indemnified party is
an actual or potential party to such action or claim) unless such settlement,
compromise or judgment (i) includes an unconditional release of the indemnified
party from all liability arising out of such action or claim and (ii) does not
include a statement as to or an admission of fault, culpability or a failure to
act by or on behalf of any indemnified party.

                                       3
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(d)      Contribution. If for any reason the indemnification provisions
contemplated by Section 3(a) or Section 3(b) are unavailable to or insufficient
to hold harmless an indemnified party in respect of any losses, claims, damages
or liabilities (or actions in respect thereof) referred to therein, then each
indemnifying party shall contribute to the amount paid or payable by such
indemnified party as a result of such losses, claims, damages or liabilities
(or actions in respect thereof) in such proportion as is appropriate to reflect
the relative fault of the indemnifying party and the indemnified party in
connection with the statements or omissions which resulted in such losses,
claims, damages or liabilities (or actions in respect thereof), as well as any
other relevant equitable considerations. The relative fault of such
indemnifying party and indemnified party shall be determined by reference to,
among other things, whether the untrue or alleged untrue statement of a
material fact or omission or alleged omission to state a material fact relates
to information supplied by such indemnifying party or by such indemnified
party, and the parties' relative intent, knowledge, access to information and
opportunity to correct or prevent such statement or omission. The amount paid
or payable by an indemnified party as a result of the losses, claims, damages,
or liabilities (or actions in respect thereof) referred to above shall be
deemed to include any legal or other fees or expenses reasonably incurred by
such indemnified party in connection with investigating or defending any such
action or claim. Notwithstanding the provisions of this Section 3(d), Goldman
Sachs shall not be required to contribute any amount in excess of the amount by
which the dollar amount of the proceeds received by Goldman Sachs from the sale
of any Exchange Securities (after deducting any fees, discounts and commissions
applicable thereto) exceeds the amount of any damages which Goldman Sachs has
otherwise been required to pay by reason of such untrue or alleged untrue
statement or omission or alleged omission. No person guilty of fraudulent
misrepresentation (within the meaning of Section 11(f) of the Securities Act)
shall be entitled to contribution from any person who was not guilty of such
fraudulent misrepresentation.

(e)      The obligations of the Company and the Guarantors under this Section 3
shall be in addition to any liability which the Company or the Guarantors may
otherwise have and shall extend, upon the same terms and conditions, to Goldman
Sachs and its affiliates and each person, if any, who controls Goldman Sachs
and its affiliates within the meaning of the Securities Act; and the
obligations of Goldman Sachs or its affiliates contemplated by this Section 3
shall be in addition to any liability which Goldman Sachs may otherwise have
and shall extend, upon the same terms and conditions, to each officer and
director of the Company or any of the Guarantors (including any person who,
with his or her consent, is named in any registration statement as about to
become a director of the Company or any of the Guarantors) and to each person,
if any, who controls the Company within the meaning of the Securities Act.

4.       Counterparts. This agreement may be executed by the parties in
counterparts, each of which shall be deemed to be an original, but all such
respective counterparts shall together constitute one and the same instrument.

                                       4
<PAGE>

5.       Notices. All notices, requests, claims, demands, waivers and other
communications hereunder shall be in writing and shall be deemed to have been
duly given when delivered by hand, if delivered personally or by courier, or
three days after being deposited in the mail (registered or certified mail,
postage prepaid, return receipt requested) as follows: If to the Company, to it
at 1301 First Avenue, Columbus, Georgia, 31901, Attention: Chief Financial
Officer, facsimile number: (706) 576-3433 (with a copy to: King & Spalding LLP,
191 Peachtree St., Atlanta, Georgia 30303, Attention: Alan J. Prince, Esq.,
facsimile number: (404) 572-5147), and if to a Goldman Sachs, to it at 85 Broad
Street, New York, New York 10004, Attention: Registration Department (with a
copy to Latham & Watkins LLP, 885 Third Avenue, Suite 1000, New York, New York
10019, facsimile number (212) 751-4864, attention: Marc D. Jaffe, Esq.), except
that notices of change of address shall be effective only upon receipt.

6.       Survival. The respective indemnities, agreements, representations,
warranties and each other provision set forth in this letter agreement or made
pursuant hereto shall remain in full force and effect regardless of any
investigation (or statement as to the results thereof) made by or on behalf of
Goldman Sachs, any director, officer or partner of Goldman Sachs, any agent or
underwriter or any director, officer or partner thereof, or any controlling
person of any of the foregoing, and shall survive the transfer and registration
of Registrable Securities (as defined in the Registration Rights Agreement) by
Goldman Sachs and the consummation of an Exchange Offer (as defined in the
Registration Rights Agreement).

7.       Interpretation/Entire Agreement. Nothing in this letter agreement shall
be construed to obligate the Company to file a Shelf Registration Statement as
defined in Section 2(b) of the Registration Rights Agreement. Goldman Sachs
acknowledges that the Market-Making Registration Statement is not a Shelf
Registration Statement as so defined. This letter agreement and the other
writings referred to herein (including the Registration Rights Agreement) or
delivered pursuant hereto which form a part hereof contain the entire
understanding of the parties with respect to its subject matter. This letter
agreement supersedes all prior agreements and understandings between the
parties with respect to its subject matter.

8.       Termination. Goldman Sachs agrees that the Company's obligations under
this letter agreement shall cease at the earlier of such time when Goldman
Sachs' status as an affiliate of the Company ceases or at the end of the
Market-Making Period.

         "Market-Making Period" shall mean the period during which any of the
Securities or Exchange Securities are outstanding and for so long as Goldman
Sachs may be required to deliver a prospectus in connection with transactions
in the Securities or the Exchange Securities, as the case may be.

9.       Governing Law. This letter agreement shall be governed by and construed
in accordance with the laws of the State of New York.

10.      Headings. The descriptive headings of the several Sections and
paragraphs of this letter agreement are inserted for convenience only, do not
constitute a part of this letter agreement and shall not affect in any way the
meaning or interpretation of this letter agreement.

                                       5
<PAGE>

                  If the foregoing is in accordance with your understanding,
please sign and return to us nine (9) counterparts hereof, and upon the
acceptance hereof by you, this letter agreement and such acceptance hereof
shall constitute a binding agreement among each of Goldman Sachs, the
Guarantors and the Company.

                                  Very truly yours,

                                  Carmike Cinemas, Inc.

                                  By:      /s/ Martin A. Durant
                                           -------------------------------------
                                  Name:    Martin A. Durant
                                  Title:   Senior Vice President - Finance,
                                           Treasurer and Chief Financial Officer

                                  Eastwynn Theatres, Inc.

                                  By:      /s/ Martin A. Durant
                                           -------------------------------------
                                  Name:    Martin A. Durant
                                  Title:   Senior Vice President - Finance,
                                           Treasurer and Chief Financial
                                           Officer

                                  Wooden Nickel Pub, Inc.

                                  By:      /s/ Martin A. Durant
                                           -------------------------------------
                                  Name:    Martin A. Durant
                                  Title:   Senior Vice President - Finance,
                                           Treasurer and Chief Financial
                                           Officer

                                  Military Services, Inc.

                                  By:      /s/ Martin A. Durant
                                           -------------------------------------
                                  Name:    Martin A. Durant
                                  Title:   Senior Vice President - Finance,
                                           Treasurer and Chief Financial
                                           Officer

Accepted as of the date hereof:

Goldman, Sachs & Co.

By:      /s/ Goldman, Sachs & Co.
         ------------------------
         (Goldman, Sachs & Co.)

                                       6<PAGE>

                                                                    EXHIBIT 10.1

                                  LANCE, INC.

              2004 ANNUAL PERFORMANCE INCENTIVE PLAN FOR OFFICERS

Purposes and      The primary purposes of the 2004 Annual Performance Incentive
Introduction      Plan for Officers are to:

                  -     Motivate behaviors that lead to the successful
                        achievement of specific sales, financial and operations
                        goals that support Lance's stated business strategy.

                  -     Emphasize link between participants' performance and
                        rewards for meeting predetermined, specific goals.

                  -     Focus participant's attention on operational
                        effectiveness from both an earnings and an investment
                        perspective.

                  -     Promote the performance orientation at Lance and
                        communicate to employees that greater responsibility
                        carries greater rewards because more pay is "at risk."

                  For 2004, participants will be eligible to earn incentive
                  awards based on Corporate Return on Capital Employed (ROCE),
                  Divisional Return on Net Assets (RONA) and individual
                  performance objectives against specific goals as described
                  below.

                  -     ROCE is calculated as follows:

                             Net Income + Interest Expense x (1 - Tax Rate)
                             ----------------------------------------------
                                     Average Equity + Average Debt

                  -     RONA is calculated as follows:

                                    Operating Profit x (1 - Tax Rate)
                        --------------------------------------------------------
                        Average Operating Assets - Average Operating Liabilities

                  Tax Rate shall be the actual income tax rate for ROCE and will
                  be the income tax rate in the operating plan for the
                  applicable operating unit for RONA.

                  To achieve the maximum motivational impact, plan goals and the
                  awards that will be received for meeting those goals will be
                  communicated to participants as soon as practical after the
                  2004 Plan is approved by the Compensation Committee of the
                  Board of Directors.

                  Each participant will be assigned a Target Incentive, stated
                  as a percent of

<PAGE>

                  Base Salary. The Target Incentive Award, or a greater or
                  lesser amount, will be earned at the end of the plan year
                  based on the attainment of predetermined goals.

                  Base Salary shall be the annual rate of base compensation for
                  the Plan Year which is set no later than April of such Plan
                  Year.

                  Following year-end, 100% of the awards earned will be payable
                  to participants in cash.

Plan Year         The period over which performance will be measured is the
                  Company's fiscal year.

Eligibility and   Eligibility in the Plan is limited to Officers of Lance who
Participation     are key to Lance's success. The Compensation Committee of the
                  Board of Directors will review and approve participants
                  nominated by the President and Chief Executive Officer.
                  Participation in one year does not guarantee participation in
                  a following year, but instead will be reevaluated and
                  determined on an annual basis.

                  Participants in the Plan may not participate in any other
                  annual incentive plan (e.g., sales incentives, etc.) offered
                  by Lance or its affiliates. Attachment A includes the list of
                  2004 participants approved by the Compensation Committee at
                  its April 22, 2004 meeting.

Target Incentive  Each participant will be assigned a Target Incentive
Awards            expressed as a percentage of his or her Base Salary.
                  Participants may be assigned Target Incentives by position by
                  salary level or based on other factors as determined by the
                  Compensation Committee.

                  Target Incentives will be reevaluated at least every other
                  year, if not annually. If the job duties of a position change
                  during the year, or Base Salary is increased significantly,
                  the Target Incentive shall be revised as appropriate.

                  Attachment A lists the Target Incentive and applicable
                  performance measure for each participant for the 2004 Plan
                  Year. These Target Incentives will be reviewed and adjusted
                  annually by the Compensation Committee. Target Incentives will
                  be communicated to each participant as close to the beginning
                  of the year as practicable, in writing. Final awards will be
                  calculated by multiplying each participant's Target Incentive
                  by the appropriate percentage (based on financial and
                  individual performance for the year, as described below).

                                       2
<PAGE>

Performance       The 2004 financial performance measures for the Company as a
Measures and      whole and the operating units are shown below. Specific goals
Award Funding     and related payouts are also shown below.

                  Each operating unit will fund its own awards.

                  <TABLE>
                  <CAPTION>
                                         Minimum     Target         Maximum
                                         -------    --------       ---------
                  <S>                     <C>        <C>            <C>
                  Lance, Inc. (ROCE)          *%          *%              *%
                  Lance Co. (RONA)            *%          *%              *%
                  Vista/Tamming (RONA)        *%          *%              *%
                  Award Level Funded         50%        100%            200%
                  </TABLE>

                  [*Targets not required to be disclosed.]

                  Percent of payout will be determined on a straight line basis
                  between minimum and maximum. There will be no payouts unless
                  the minimum applicable performance measure is reached and
                  there will be no payouts if the Company as a whole does not
                  reach the minimum applicable performance measure.

                  The performance measures, specific numerical goals and the
                  role of individual performance in determining final payouts
                  will be communicated to each participant at the beginning of
                  the year. Final Target Incentive Awards will be calculated
                  after the Compensation Committee has reviewed the Company's
                  audited financial statements for 2004 and determined the
                  performance level achieved.

                  Minimum, Target and Maximum levels will be defined at the
                  beginning of each year for each performance measure.

                  The following definitions for the terms Maximum, Target and
                  Minimum should help set the goals for each year, as well as
                  evaluate the payouts:

                  -     Maximum: Excellent; deserves an above-market bonus

                  -     Target: Normal or expected performance; deserves market
                        level bonus

                  -     Minimum: Lowest level of performance deserving payment
                        above base salary; deserves below market bonus

                  -     Below minimum: Deserves no additional pay beyond base
                        salary

                                       3
<PAGE>

Individual        Each Officer will receive 100% of his or her Target
Performance       Incentive Award based on his or her applicable performance
                  measure except for those participants listed on Attachment B,
                  who will receive 75% to 90% of his or her Target Incentive
                  Award based on his or her applicable performance measure and
                  the remainder based on his or her individual performance
                  objective listed on Attachment B.

Form and          Final award payments will be made in cash as soon as
Timing of         practicable after award amounts are of approved by the
Payments          Compensation Committee of the Board of Directors. All awards
                  will be rounded to the nearest $100.

Change in Status  An employee hired into an eligible position during the year
                  may participate in the Plan for the balance of the year on a
                  pro rata basis.

Certain           In the event a participant voluntarily terminates
Terminations of   employment or is terminated involuntarily before the end of
Employment        the year, any award will be forfeited. In the event of death,
                  permanent disability, or normal or early retirement, the award
                  will be paid on a pro rata basis after the end of the plan
                  year. Awards otherwise will be calculated on the same basis as
                  for other participants, except that any adjustment for
                  individual Employment performance will be based on performance
                  prior to the termination of employment.

Change In         In the event of a Change in Control, pro rata payouts
Control           will be made at the greater of (1) Target or (2) actual
                  results for the year-to-date, based on the number of days in
                  the plan year preceding the Change in Control. Payouts will be
                  made within 30 days after the relevant transaction has been
                  completed.

                  For this purpose, a Change in Control is defined as when any
                  person, corporation or other entity and its affiliates
                  (excluding members of the Van Every Family and any trust,
                  custodian or fiduciary for the benefit of any one or more
                  members of the Van Every Family) acquires or contracts to
                  acquire or otherwise controls in excess of 35% of the then
                  outstanding equity securities of the Company. For the purposes
                  of this plan, the Van Every Family shall mean the lineal
                  descendants of Salem A.Van Every, Sr., whether by blood or
                  adoption, and their spouses.

Withholding       The Company shall withhold from award payments any Federal,
                  foreign, state or local income or other taxes required to be
                  withheld.

Communications    Progress reports should be made to participants quarterly
                  showing the year-to-date performance results and the
                  percentage of Target Incentives that would be earned if
                  results remain at that level for the entire year.

                                       4
<PAGE>

Executive         Notwithstanding any provisions to the contrary above,
Officers          participation, Target Incentive Awards and prorations for
                  executive officers, including the President and Chief
                  Executive Officer, shall be approved by the Compensation
                  Committee.

Governance        The Compensation Committee of the Board of Directors of Lance,
                  Inc. is ultimately responsible for the administration and
                  governance of the Plan. Actions requiring Committee approval
                  include final determination of plan eligibility and
                  participation, identification of performance measures,
                  performance objectives and final award determination. The
                  Committee retains the discretion to adjust any award that is
                  determined to be inappropriate due to anomalies in the
                  application of a performance measure. The decisions of the
                  Committee shall be conclusive and binding on all participants.

                                       5
<PAGE>

                                  ATTACHMENT A
<TABLE>
<CAPTION>
                                                              Performance            Award            Target
      Name                          Title                       Measure            Percentage       Incentive
     ------                        -------                   -------------         -----------      ----------
<S>                          <C>                             <C>                   <C>              <C>
P. A. Stroup, III            President and Chief             Lance, Inc.                *%               $*
                             Executive Officer               ROCE

H. D. Fields                 Vice President and              Vista/Tamming              *%               $*
                             President, Vista                RONA
                             Bakery, Inc.

L. R. Gragnani, Jr.          Vice President                  Lance, Inc.                *%               $*
                             - Information                   ROCE
                             Technology/CIO

E. D. Leake                  Vice President                  Lance, Inc.                *%               $*
                             - Human Resources               ROCE

B. C. Preslar                Vice President                  Lance, Inc.                *%               $*
                             - Finance and Chief             ROCE
                             Financial Officer

F. I. Lewis                  Vice President                  Lance Co.                  *%               $*
                             - Sales                         RONA

D. R. Perzinski              Treasurer                       Lance, Inc.                *%               $*
                                                             ROCE

M. E. Wicklund               Controller and                  Lance, Inc.                *%               $*
                             Assistant Secretary             ROCE
</TABLE>

[*Award targets omitted for participants as targets not required to be
disclosed.]

<PAGE>

                                  ATTACHMENT B
<TABLE>
<CAPTION>
                                                                               Individual
                                                         Individual           Performance
                                                        Performance            Objective
      Name                      Title                    Objective             Percentage
      ----                      -----                   -----------           -----------
<S>                        <C>                         <C>                    <C>
P. A. Stroup, III          President and Chief          Lance, Inc.                *%
                           Executive Officer               Safety

H. D. Fields               Vice President and          Vista/Tamming               *%
                           President, Vista                Safety
                           Bakery, Inc.

E. D. Leake                Vice President               Lance, Inc.                *%
                           - Human Resources               Safety

F. I. Lewis                Vice President               Direct Store               *%
                           - Sales                     Delivery Sales
</TABLE>

[*Objective percentage omitted for participants as targets not required to be
disclosed.]

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