Document:

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                                                                     Exhibit 4.5

                            MOTHERNATURE.COM, INC.

                                1999 Stock Plan

1.   Purpose and Eligibility
     -----------------------

     The purpose of this 1999 Stock Plan (the "Plan") of MotherNature.com, Inc.
                                               ----
(the "Company") is to provide stock options and other equity interests in the
      -------
Company (each an "Award") to employees, officers, consultants and advisors of
                  -----
the Company and its Subsidiaries, all of whom are eligible to receive Awards
under the Plan.  Any person to whom an Award has been granted under the Plan is
called a "Participant."  Additional definitions are contained in Section 8.
          -----------

2.   Administration
     --------------

     a.  Administration by Board of Directors.  The Plan will be administered by
         ------------------------------------
the Board of Directors of the Company (the "Board").  The Board, in its sole
                                            -----
discretion, shall have the authority to grant and amend Awards, to adopt, amend
and repeal rules relating to the Plan and to interpret and correct the
provisions of the Plan and any Award.  All decisions by the Board shall be final
and binding on all interested persons. Neither the Company nor any member of the
Board shall be liable for any action or determination relating to the Plan.

     b.  Appointment of Committees.  To the extent permitted by applicable law,
         -------------------------
the Board may delegate any or all of its powers under the Plan to one or more
committees or subcommittees of the Board (a "Committee").  All references in the
                                             ---------
Plan to the "Board" shall mean such Committee or the Board.
             -----

     c.  Delegation to Executive Officers.  To the extent permitted by
         --------------------------------
applicable law, the Board may delegate to one or more executive officers of the
Company the power to grant Awards and exercise such other powers under the Plan
as the Board may determine, provided that the Board shall fix the maximum number
of Awards to be granted and the maximum number of shares issuable to any one
Participant pursuant to Awards granted by such executive officers.

3.   Stock Available for Awards
     --------------------------

     a.  Number of Shares.  Subject to adjustment under Section 3(c), the
         ----------------
aggregate number of shares of Common Stock, $.01 par value, of the Company (the
"Common Stock") that may be issued pursuant to the Plan is 865,000/1/ shares. If
 ------------
any Award expires, or is terminated, surrendered or forfeited, in whole or in
part, the unissued Common Stock covered by such Award shall again be available
for the grant of Awards under the Plan.

___________________________
/1/  An amendment increasing the number of shares from 118,473 to 865,000 was
approved by the Board of Directors pursuant to a Unanimous Written Consent of
Directors effective as of April 18, 2000 and is being submitted to the
stockholders for approval at the Annual Meeting of Stockholders currently
scheduled to be held on June 15, 2000.
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                                      -2-

     b.  Per-Participant Limit.  Subject to adjustment under Section 3(c), no
         ---------------------
Participant may be granted Awards during any one fiscal year to purchase more
than 59,236 shares of Common Stock.

     c.  Adjustment to Common Stock.  In the event of any stock split, stock
         --------------------------
dividend, extraordinary cash dividend, recapitalization, reorganization, merger,
consolidation, combination, exchange of shares, liquidation, spin-off, split-up,
or other similar change in capitalization or event, (i) the number and class of
securities available for Awards under the Plan and the per-Participant share
limit, (ii) the number and class of securities, vesting schedule and exercise
price per share subject to each outstanding Option, (iii) the repurchase price
per security subject to repurchase, and (iv) the terms of each other outstanding
stock-based Award shall be adjusted by the Company (or substituted Awards may be
made) to the extent the Board shall determine, in good faith, that such an
adjustment (or substitution) is appropriate.

4.   Stock Options
     -------------

     a.  General.  The Board may grant options to purchase Common Stock (each,
         -------
an "Option" and determine the number of shares of Common Stock to be covered by
    ------
each Option, the exercise price of each Option and the conditions and
limitations applicable to the exercise of each Option and the Common Stock
issued upon the exercise of each Option, including vesting provisions,
repurchase provisions and restrictions relating to applicable federal or state
securities laws, as it considers advisable.

     b.  Incentive Stock Options.  An Option that the Board intends to be an
         -----------------------
"incentive stock option" as defined in Section 422 of the Code (an "Incentive
                                                                    ---------
Stock Option") shall be granted only to employees of the Company and shall be
------------
subject to and shall be construed consistently with the requirements of Section
422 of the Code.  The Board and the Company shall have no liability if an Option
or any part thereof that is intended to be an Incentive Stock Option does not
qualify as such. An Option or any part thereof that does not qualify as an
Incentive Stock Option is referred to herein as a "Nonstatutory Stock Option".
                                                   -------------------------

     c.  Exercise Price.  The Board shall establish the exercise price (or
         --------------
determine the method by which the exercise price shall be determined) at the
time each Option is granted and specify it in the applicable option agreement.

     d.  Duration of Options.  Each Option shall be exercisable at such times
         -------------------
and subject to such terms and conditions as the Board may specify in the
applicable option agreement.

     e.  Exercise of Option.  Options may be exercised only by delivery to the
         ------------------
Company of a written notice of exercise signed by the proper person together
with payment in full as specified in Section 4(f) for the number of shares for
which the Option is exercised.

     f.  Payment Upon Exercise.  Common Stock purchased upon the exercise of an
         ---------------------
Option shall be paid for by one or any combination of the following forms of
payment:
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                                      -3-

     (i)   by check payable to the order of the Company;

     (ii)  except as otherwise explicitly provided in the applicable option
agreement, and only if the Common Stock is then publicly traded, delivery of an
irrevocable and unconditional undertaking by a creditworthy broker to deliver
promptly to the Company sufficient funds to pay the exercise price, or delivery
by the Participant to the Company of a copy of irrevocable and unconditional
instructions to a creditworthy broker to deliver promptly to the Company cash or
a check sufficient to pay the exercise price; or

     (iii) to the extent explicitly provided in the applicable option
agreement, by (x) delivery of shares of Common Stock owned by the Participant
valued at  fair market value (as determined by the Board or as determined
pursuant to the applicable option agreement), (y) delivery of a promissory note
of the Participant to the Company (and delivery to the Company by the
Participant of a check in an amount equal to the par value of the shares
purchased), or (z) payment of such other lawful consideration as the Board may
determine.

5.   Restricted Stock
     ----------------

     a.  Grants.  The Board may grant Awards entitling recipients to acquire
         ------
shares of Common Stock, subject to (i) delivery to the Company by the
Participant of a check in an amount at least equal to the par value of the
shares purchased, and (ii) the right of the Company to repurchase all or part of
such shares at their issue price or other stated or formula price from the
Participant in the event that conditions specified by the Board in the
applicable Award are not satisfied prior to the end of the applicable
restriction period or periods established by the Board for such Award (each, a
"Restricted Stock Award").
 ----------------------

     b.  Terms and Conditions. The Board shall determine the terms and
         --------------------
conditions of any such Restricted Stock Award.  Any stock certificates issued in
respect of a Restricted Stock Award shall be registered in the name of the
Participant and, unless otherwise determined by the Board, deposited by the
Participant, together with a stock power endorsed in blank, with the Company (or
its designee).  After the expiration of the applicable restriction periods, the
Company (or such designee) shall deliver the certificates no longer subject to
such restrictions to the Participant or, if the Participant has died, to the
beneficiary designated by a Participant, in a manner determined by the Board, to
receive amounts due or exercise rights of the Participant in the event of the
Participant's death (the "Designated Beneficiary").  In the absence of an
                          ----------------------
effective designation by a Participant, Designated Beneficiary shall mean the
Participant's estate.

6.   Other Stock-Based Awards
     ------------------------

     The Board shall have the right to grant other Awards based upon the Common
Stock having such terms and conditions as the Board may determine, including,
without limitation, the grant of shares based upon certain conditions, the grant
of securities convertible into Common Stock and the grant of stock appreciation
rights, phantom stock awards or stock units.
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                                      -4-

7.   General Provisions Applicable to Awards
     ---------------------------------------

     a.  Transferability of Awards.  Except as the Board may otherwise determine
         -------------------------
or provide in an Award, Awards shall not be sold, assigned, transferred, pledged
or otherwise encumbered by the person to whom they are granted, either
voluntarily or by operation of law, except by will or the laws of descent and
distribution, and, during the life of the Participant, shall be exercisable only
by the Participant.  References to a Participant, to the extent relevant in the
context, shall include references to authorized transferees.

     b.  Documentation.  Each Award under the Plan shall be evidenced by a
         -------------
written instrument in such form as the Board shall determine or as executed by
an officer of the Company pursuant to authority delegated by the Board.  Each
Award may contain terms and conditions in addition to those set forth in the
Plan provided that such terms and conditions do not contravene the provisions of
the Plan.

     c.  Board Discretion.  The terms of each type of Award need not be
         ----------------
identical, and the Board need not treat Participants uniformly.

     d.  Termination of Status.  The Board shall determine the effect on an
         ---------------------
Award of the disability, death, retirement, authorized leave of absence or other
change in the employment or other status of a Participant and the extent to
which, and the period during which, the Participant, or the Participant's legal
representative, conservator, guardian or Designated Beneficiary, may exercise
rights under the Award.

     e.  Acquisition of the Company
         --------------------------

         (i) Consequences of an Acquisition. Unless otherwise expressly provided
             ------------------------------
in the applicable Option or Award, upon the occurrence of an Acquisition, the
Board or the board of directors of the surviving or acquiring entity (as used in
this Section 7(e)(i), also the "Board") shall, as to outstanding Awards (on the
                                -----
same basis or on different bases, as the Board shall specify), make appropriate
provision for the continuation of such Awards by the Company or the assumption
of such Awards by the surviving or acquiring entity and by substituting on an
equitable basis for the shares then subject to such Awards either (a) the
consideration payable with respect to the outstanding shares of Common Stock in
connection with the Acquisition, (b) shares of stock of the surviving or
acquiring corporation or (c) such other securities as the Board deems
appropriate, the fair market value of which (as determined by the Board in its
sole discretion) shall not materially differ from the fair market value of the
shares of Common Stock subject to such Awards immediately preceding the
Acquisition.  In addition to or in lieu of the foregoing, with respect to
outstanding Options, the Board may, upon written notice to the affected
optionees, provide that one or more Options must be exercised, to the extent
then exercisable or to be exercisable as a result of the Acquisition, within a
specified number of days of the date of such notice, at the end of which period
such Options shall terminate; or terminate one or more Options in exchange for a
cash payment equal to the excess of the fair market value (as determined by the
Board in its sole discretion) of the shares subject to such Options (to the
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                                      -5-

extent then exercisable or to be exercisable as a result of the Acquisition)
over the exercise price thereof.

     (ii)  Acquisition Defined.  An "Acquisition" shall mean: (x) any merger or
           -------------------
consolidation after which the voting securities of the Company outstanding
immediately prior thereto represent (either by remaining outstanding or by being
converted into voting securities of the surviving or acquiring entity) less than
50% of the combined voting power of the voting securities of the Company or such
surviving or acquiring entity outstanding immediately after such event; or (y)
any sale of all or substantially all of the assets or capital stock of the
Company (other than in a spin-off or similar transaction) or (z) any other
acquisition of the business of the Company, as determined by the Board.

     (iii) Assumption of Options Upon Certain Events.  In connection with a
           -----------------------------------------
merger or consolidation of an entity with the Company or the acquisition by the
Company of property or stock of an entity, the Board may grant Awards under the
Plan in substitution for stock and stock-based awards issued by such entity or
an affiliate thereof.  The substitute Awards shall be granted on such terms and
conditions as the Board considers appropriate in the circumstances.

     (iv)  Pooling-of Interests-Accounting.  If the Company proposes to engage
           -------------------------------
in an Acquisition intended to be accounted for as a pooling-of-interests, and in
the event that the provisions of this Plan or of any Award hereunder, or any
actions of the Board taken in connection with such Acquisition, are determined
by the Company's or the acquiring company's independent public accountants to
cause such Acquisition to fail to be accounted for as a pooling-of-interests,
then such provisions or actions shall be amended or rescinded by the Board,
without the consent of any Participant, to be consistent with pooling-of-
interests accounting treatment for such Acquisition.

     (v)   Parachute Awards.  If, in connection with an Acquisition, a tax under
           ----------------
Section 4999 of the Code would be imposed on the Participant (after taking into
account the exceptions set forth in Sections 280G(b)(4) and 280G(b)(5) of the
Code), then the number of Awards which shall become exercisable, realizable or
vested as provided in such section shall be reduced (or delayed), to the minimum
extent necessary, so that no such tax would be imposed on the Participant (the
Awards not becoming so accelerated, realizable or vested, the "Parachute
                                                               ---------
Awards"); provided, however, that if the "aggregate present value" of the
                                          -----------------------
Parachute Awards would exceed the tax that, but for this sentence, would be
imposed on the Participant under Section 4999 of the Code in connection with the
Acquisition, then the Awards shall become immediately exercisable, realizable
and vested without regard to the provisions of this sentence.  For purposes of
the preceding sentence, the "aggregate present value" of an Award shall be
                             -----------------------
calculated on an after-tax basis (other than taxes imposed by Section 4999 of
the Code) and shall be based on economic principles rather than the principles
set forth under Section 280G of the Code and the regulations promulgated
thereunder. All determinations required to be made under this Section 7(e)(v)
shall be made by the Company.
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                                      -6-

     f.  Withholding.  Each Participant shall pay to the Company, or make
         -----------
provisions satisfactory to the Company for payment of, any taxes required by law
to be withheld in connection with Awards to such Participant no later than the
date of the event creating the tax liability.  The Board may allow Participants
to satisfy such tax obligations in whole or in part by transferring shares of
Common Stock, including shares retained from the Award creating the tax
obligation, valued at their fair market value (as determined by the Board or as
determined pursuant to the applicable option agreement).  The Company may, to
the extent permitted by law, deduct any such tax obligations from any payment of
any kind otherwise due to a Participant.

     g.  Amendment of Awards.  The Board may amend, modify or terminate any
         -------------------
outstanding Award including, but not limited to, substituting therefor another
Award of the same or a different type, changing the date of exercise or
realization, and converting an Incentive Stock Option to a Nonstatutory Stock
Option, provided that, except as otherwise provided in Section 7(e)(iv), the
Participant's consent to such action shall be required unless the Board
determines that the action, taking into account any related action, would not
materially and adversely affect the Participant.

     h.  Conditions on Delivery of Stock.  The Company will not be obligated to
         -------------------------------
deliver any shares of Common Stock pursuant to the Plan or to remove
restrictions from shares previously delivered under the Plan until (i) all
conditions of the Award have been met or removed to the satisfaction of the
Company, (ii) in the opinion of the Company's counsel, all other legal matters
in connection with the issuance and delivery of such shares have been satisfied,
including any applicable securities laws and any applicable stock exchange or
stock market rules and regulations, and (iii) the Participant has executed and
delivered to the Company such representations or agreements as the Company may
consider appropriate to satisfy the requirements of any applicable laws, rules
or regulations.

     i.  Acceleration.  The Board may at any time provide that any Options shall
         ------------
become immediately exercisable in full or in part, that any Restricted Stock
Awards shall be free of some or all restrictions, or that any other stock-based
Awards may become exercisable in full or in part or free of some or all
restrictions or conditions, or otherwise realizable in full or in part, as the
case may be, despite the fact that the foregoing actions may (i) cause the
application of Sections 280G and 4999 of the Code if a change in control of the
Company occurs, or (ii) disqualify all or part of the Option as an Incentive
Stock Option.

8.   Miscellaneous
     -------------

     a.  Definitions.
         -----------

               (i)  "Company" for purposes of eligibility under the Plan, shall
                     -------
include any present or future subsidiary corporations of MotherNature.com, Inc.,
as defined in Section 424(f) of the Code (a "Subsidiary"), and any present or
                                             ----------
future parent corporation of MotherNature.com, Inc., as defined in Section
424(e) of the Code.  For purposes of Awards other than Incentive Stock Options,
the term "Company" shall include any other business venture in which the
          -------
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                                      -7-

Company has a direct or indirect significant interest, as determined by the
Board in its sole discretion.

     (ii)  "Code" means the Internal Revenue Code of 1986, as amended, and any
            ----
regulations promulgated thereunder.

     (iii) "Employee" for purposes of eligibility under the Plan shall include
            --------
a person to whom an offer of employment has been extended by the Company.

     b.    No Right To Employment or Other Status. No person shall have any
           --------------------------------------
claim or right to be granted an Award, and the grant of an Award shall not be
construed as giving a Participant the right to continued employment or any other
relationship with the Company.  The Company expressly reserves the right at any
time to dismiss or otherwise terminate its relationship with a Participant free
from any liability or claim under the Plan.

     c.  No Rights As Stockholder.  Subject to the provisions of the applicable
         ------------------------
Award, no Participant or Designated Beneficiary shall have any rights as a
stockholder with respect to any shares of Common Stock to be distributed with
respect to an Award until becoming the record holder thereof.

     d.  Effective Date and Term of Plan.  The Plan shall become effective upon
         -------------------------------
adoption by the Board.  No Awards shall be granted under the Plan after the
completion of ten years from the date on which the Plan was adopted by the
Board, but Awards previously granted may extend beyond that date.

     e.  Amendment of Plan.  The Board may amend, suspend or terminate the Plan
         -----------------
or any portion thereof at any time.

     f.  Governing Law.  The provisions of the Plan and all Awards made
         -------------
hereunder shall be governed by and interpreted in accordance with the laws of
Delaware, without regard to any applicable conflicts of law.<PAGE>

                                                                   EXHIBIT 10.56

                              MANAGEMENT AGREEMENT

     This Management Agreement ("Agreement") is made and entered into as of the
31st day of May, 2000 (the "Effective Date"), by and among Mrs. Fields' Original
Cookies, Inc. ("Mrs. Fields"), a Delaware corporation, TCBY Holding Company,
Inc., a Delaware corporation ("Holding"), and TCBY Systems, LLC, a Delaware
limited liability company ("Systems" and, together with Holding, "TCBY"). Mrs.
Fields, on the one hand, and TCBY, on the other hand, shall each be considered a
"Party."  Unless the context otherwise requires, references in this Agreement to
Systems shall be deemed to include the subsidiaries of Systems.

                                R E C I T A L S
                                - - - - - - - -

A.   Mrs. Fields is engaged in the business of owning, operating and franchising
retail fast food stores, and possesses certain valuable management,
administrative and operational skills, experience and resources relating to such
business operations.

B.   Systems, directly or through one or more affiliated or subsidiary entities,
is engaged in the business of distributing and selling yogurt, ice cream, frozen
novelty products, foodstuffs and other products through franchised retail fast
food stores, non-traditional locations and grocery stores, the business,
operations and affairs of which are hereinafter referred to as the "Business."

C.   Upon the terms and subject to the conditions contained herein, TCBY desires
to engage Mrs. Fields to manage and operate the Business and Mrs. Fields desires
to accept such engagement.

     NOW, THEREFORE, for good and valuable consideration, the receipt and
sufficiency of which are hereby acknowledged, the Parties hereby agree as
follows:

1.   Definitions.
     -----------

     1.1  "Acquisition Advisory Fee" has the meaning set forth in Section 5.1.

     1.2  "Acquisition Transactions" means the transactions pursuant to which,
          as of the Effective Date, Capricorn Investors III, L.P. acquired a
          controlling
<PAGE>

          interest in TCBY and CI Merger Co. merged with and into
          TCBY Enterprises, Inc.

     1.3  "Americana" means, collectively, Americana Foods Limited Partnership,
          a Texas limited partnership, together with the general and limited
          partners thereof.

     1.4  "Americana Mortgage" has the meaning set forth in Exhibit B hereto.

     1.5  "Americana Sale" has the meaning set forth in Section 5.5.

     1.6  "Americana Sale Advisory Fee" has the meaning set forth in Section
          5.5.

     1.7  "Annual Plan" has the meaning set forth in Section 4.2.

     1.8  "Auditors" has the meaning set forth in Section 2.2.19.

     1.9  "Board" has the meaning set forth in Section 2.2.9.

     1.10 "Business" has the meaning set forth in Recital B.

     1.11 "Cost Savings" means any of the following attributable to the Parties'
          joint purchasing of Ingredients, Supplies and Services: (i) any
          reduction in the unit costs of the Ingredients, Supplies and Services,
          excluding price fluctuations, (ii) any reduction in packaging,
          handling, distribution, shipping or freight costs relating to the
          Ingredients, Supplies and Services, and (iii) any rebates or
          incentives, or any increases in rebates or incentives, received by any
          Party relating to the Ingredients, Supplies and Services; provided,
          that the foregoing shall be documented, including by seeking
          alternative bid information, in a manner that is reasonable under the
          circumstances.

     1.12 "Effective Date" means June 1, 2000.

     1.13 "Excluded Services" has the meaning set forth in Section 2.3.

     1.14 "First Annual Plan" has the meaning set forth in Section 4.6.

     1.15 "Ingredients, Supplies and Services" has the meaning set forth in
          Section 2.5.

                                       2
<PAGE>

     1.16 "Indemnified Parties" has the meaning set forth in Section 10.

     1.17 "Initial Period" has the meaning set forth in Section 3.

     1.18 "Management Fee" means the management fee set forth in the applicable
          Annual Plan, inclusive of SG&A Expenses and consideration for Services
          to be performed by Mrs. Fields pursuant to this Agreement, all as set
          forth in the applicable Annual Plan, subject to adjustment as required
          by Section 5; provided, that (x) the Management Fee shall be
          calculated in accordance with the guidelines set forth in Section 4.3
          and (y) the annual Management Fee for a given fiscal year may not
          exceed by more than 10% the annual Management Fee for the immediately
          preceding fiscal year unless consented to in writing by Wells Fargo
          Bank, N.A. as agent for and on behalf of the Senior Lenders.

     1.19 "Senior Debt" means the indebtedness and other obligations outstanding
          under the Credit Agreement, dated as of the date hereof, by and among
          Systems, as borrower, Wells Fargo Bank, N.A., as agent and lender,
          other lenders and certain other parties.

     1.20  "Senior Lenders" means the lenders (together with their successors
           and assigns) under the Senior Debt.

     1.21 "Senior Loan Documents" means the Credit Agreement under which the
          Senior Debt is outstanding, together with the Loan Documents (as
          defined therein).

     1.22 "Services" has the meaning set forth in Section 2.2.

     1.23 "Severance Expenses" has the meaning set forth in Section 8.5.

     1.24 "SG&A Expenses" means TCBY's selling, general and administrative
          expenses incurred in connection with the operation of the Business as
          defined by Generally Accepted Accounting Principles in the United
          States. For purposes of this Agreement, SG&A Expenses shall not
          include (A) any federal, state or other jurisdictional income tax,
          interest or penalty assessed to or payable by TCBY, (B) any
          indebtedness or interest, fees, premium, indemnification or other
          amounts paid in respect of indebtedness, (C) any cost or expense
          excluded as a part of SG&A Expenses pursuant to this Agreement or any
          Annual Plan, (D) any capital

                                       3
<PAGE>

          expenditures to be made on behalf of TCBY pursuant to any Annual Plan,
          (E) depreciation or amortization of any kind, (F) any management or
          other fees payable to Mrs. Fields hereunder, (G) any cost or expense
          for which direct payment by TCBY or reimbursement by TCBY to Mrs.
          Fields is required by this Agreement, (H) any indemnifi cation
          payments, or reimbursement for costs and attorneys' fees, which may be
          required to be made by TCBY under Section 2.6.2, 10 or 11.4, (I) any
          payments to be made by TCBY in connection with the Acquisi tion
          Transactions as set forth in the Flow of Funds Memo attached as
          Exhibit B hereto or pursuant to the financing or advisory agreements
          or arrangements entered into by TCBY in connection therewith, (J) any
          amount associated with Cost Savings required to be paid by TCBY to
          Mrs. Fields and (K) without limiting the generality of the foregoing,
          any cost or expense of Americana Foods Limited Partnership or its two
          partners (including, without limitation, in connection with the
          Americana Sale but not treating the Americana Sale Advisory Fee as
          such a cost or expense), all such costs and expenses to be paid
          directly or reimbursed by Americana Foods Limited Partnership or its
          two partners.

     1.25 "Store Matrix" has the meaning set forth in Section 4.2.1.

2    Manager's Engagement and Services.
     ---------------------------------

     2.1  Engagement.  Pursuant to the terms of this Agreement, as of the
          ----------
          Effective Date, TCBY hereby engages Mrs. Fields as the sole and
          exclusive agent to manage and operate the Business on a day-to-day
          basis and to render the Services related thereto, and Mrs. Fields
          hereby accepts such engagement and agrees to perform the Services.
          During the term of this Agreement, provided that Mrs. Fields is
          properly performing all of its obligations under this Agreement, TCBY
          shall not engage, whether as an employee, officer or independent
          contractor, any other person or entity to manage or operate the
          Business or render such Services.

     2.2  Services To Be Performed By Manager.  In accordance with the
          -----------------------------------
          objectives of any Annual Plan adopted pursuant to Section 4 below, and
          subject to the limitations of any such Annual Plan and to the
          provisions of this Agreement, Mrs. Fields shall have the duty to
          perform on a continuous and on-going basis, and is hereby granted the
          authority to perform or cause to be performed, the services listed
          below for the day-

                                       4
<PAGE>

          to-day management, conduct and administration of the Business
          (collectively, the "Services"), including without limitation those
          listed in Sections 2.2.1 through 2.2.28 below. Mrs. Fields shall have
          no obligation to perform any of the Excluded Services described in
          Section 2.3 below.

          2.2.1   The determination, establishment and maintenance of adminis
                  trative, operating, accounting, financial, legal, employment,
                  training, marketing and other standards, policies and
                  procedures;

          2.2.2   The present and future licensing and management of TCBY's
                  franchises, subfranchises and development rights, including
                  without limitation, the termination of franchise, subfranchise
                  and development rights as determined by Mrs. Fields;

          2.2.3   The negotiation, preparation, execution, administration and
                  performance of all contracts and agreements relating to the
                  day-to-day operations of the Business;

          2.2.4   The preparation of all disclosure documents pertaining to the
                  conduct of TCBY's Business and affairs;

          2.2.5   The development of domestic and international markets for TCBY
                  franchises and subfranchises, the opening of new TCBY-
                  franchised stores and the development of new products and
                  inventory related thereto;

          2.2.6   The development and conduct of marketing and advertising
                  activities of TCBY;

          2.2.7   Subject to the applicable Annual Plan, the purchase of or
                  entering into of contracts and agreements for any equipment,
                  supplies or services that Mrs. Fields deems required or
                  desirable for the operation of the Business, and, as
                  appropriate, any sale, disposal or termination thereof;

          2.2.8   The establishment and maintenance of accurate books of
                  account, corporate records and business records reflecting the
                  results of the operations of the Business, and any records as
                  are required by statute or by any governmental agency with
                  jurisdic-

                                       5
<PAGE>

                  tion over TCBY or its subsidiaries, all of which may be exam
                  ined by authorized representatives of TCBY at all reasonable
                  times;

          2.2.9   Counseling TCBY in connection with policy decisions to be made
                  by the Board of Directors of TCBY (the "Board");

          2.2.10  Customary efforts acting as TCBY's collection agent to collect
                  on behalf of TCBY all royalties, fees and income payable to
                  TCBY in connection with the operation of the Business, and the
                  deposit of the same in segregated accounts established and
                  maintained solely for TCBY in accordance with Section 2.7
                  below;

          2.2.11  The payment of TCBY's SG&A Expenses, subject to the terms and
                  conditions of this Agreement;

          2.2.12  The making of capital expenditures in accordance with an
                  Annual Plan provided that all such expenditures shall not
                  constitute SG&A Expenses under this Agreement and shall be
                  promptly reimbursed by TCBY to Mrs. Fields unless, at Mrs.
                  Fields' request, such expenditures are funded in advance by
                  TCBY;

          2.2.13  The provision of notices to, and correspondence with, the
                  franchisees, subfranchises, area developers, vendors,
                  suppliers, officers, directors, employees and agents of TCBY;

          2.2.14  The provision, or arrangements for the provision, of legal,
                  financial, tax and accounting services required by the Board ,
                  Mrs. Fields or third parties relating to the operation of the
                  Business;

          2.2.15  The payment and discharge, when due, from TCBY's funds, but
                  not from any management or other fee payable to Mrs. Fields,
                  of any and all indebtedness and obligations owed by or
                  relating to TCBY, except such as TCBY or Mrs. Fields may in
                  good faith decide to contest or as to which a bona fide
                  dispute may arise and the payment, of any penalty or interest
                  due in connection therewith; provided that any such payments
                  made pursuant to

                                       6
<PAGE>

                  this Section 2.2.15 shall not constitute SG&A Expenses for
                  purposes of this Agreement;

          2.2.16  The maintenance and keeping in force of insurance of the types
                  and in amounts customarily carried in lines of business
                  similar to the TCBY's business and in accordance with the
                  provisions of the Senior Loan Documents, including but not
                  limited to fire, extended coverage, public liability, damage
                  and workers' compensation, carried in companies and in amounts
                  satisfactory to Mrs. Fields;

          2.2.17  The provision of written notice to TCBY of: (a) any litigation
                  pending or threatened against TCBY; (b) the occurrence of any
                  breach or default in the payment or performance of any obliga
                  tion owing by TCBY to any person or entity; (c) any uninsured
                  or partially uninsured loss through fire, theft or liability
                  damage having a material affect on the conduct of the
                  Business; or (d) any termination or cancellation of any
                  insurance policy which TCBY maintains;

          2.2.18  The preparation and delivery to TCBY of current monthly and
                  quarterly financial statements (prepared according to GAAP)
                  reflecting the results of the operations of the Business for
                  such periods and other statements and reports as required
                  under the Senior Loan Documents;

          2.2.19  Promptly after the end of its fiscal year, the engagement of
                  the performance of an audit of TCBY's books and records
                  reflecting its operations, by a certified public accounting
                  firm selected by the Board (the "Auditors");

          2.2.20  Except as provided in Section 2.3.2 below, the initiation
                  (deemed necessary by Mrs. Fields), defense, management or
                  compromise by Mrs. Fields of any third party legal actions or
                  proceedings against Mrs. Fields or TCBY asserted or arising in
                  the day to day conduct of the Business or arising in
                  connection with Mrs. Fields' performance of the Services;
                  provided that aggregate legal expenses (including without
                  limitation, settlements, judgments, damages, attorneys' fees
                  and court costs) in excess of $400,000.00 per year shall not
                  constitute SG&A Expenses and

                                       7
<PAGE>

                  shall be paid directly or promptly reimbursed by TCBY to Mrs.
                  Fields;

          2.2.21  Except as provided in Section 2.3.3 below, the preparation and
                  filing of tax returns required by any federal, state or local
                  governmental entity, and the payment from TCBY's funds, but
                  not from any management or other fee payable to Mrs. Fields,
                  of any tax (both real and personal), assessment, penalty or
                  interest due in connection therewith owed by or relating to
                  TCBY, except such as TCBY or Mrs. Fields may in good faith
                  decide to contest or as to which a bona fide dispute may
                  arise; provided that any such payments made pursuant to this
                  Section 2.2.21 shall not constitute SG&A Expenses for purposes
                  of this Agreement;

          2.2.22  At the request of the Board, the engagement of outside quality
                  assurance services upon such terms and conditions as Mrs.
                  Fields and the Board shall mutually agree and as shall be
                  provided for in a separate line item in the relevant Annual
                  Plan or amendment thereto; provided that the expenses incurred
                  by Mrs. Fields in connection therewith shall not constitute
                  SG&A Expenses for purposes of this Agreement, and shall be
                  directly paid by TCBY or promptly reimbursed to Mrs. Fields by
                  TCBY;

          2.2.23  The preparation of any disclosure or other documents for
                  filing with Securities and Exchange Commission or other
                  governmen tal body or for use in connection with the sale or
                  offering for sale of any securities of TCBY or its subsidiary
                  or affiliated entities; provided that the expenses incurred by
                  Mrs. Fields in connection therewith shall not constitute SG&A
                  Expenses payable from the management or other fees payable by
                  Mrs. Fields and shall be directly paid by TCBY or promptly
                  reimbursed to Mrs. Fields by TCBY;

          2.2.24  Subject to the approval of the Board and as shall be provided
                  for in a separate line item in the relevant Annual Plan or
                  amendment thereto, the retention for and on behalf of TCBY,
                  and at TCBY's sole cost and expense and not constituting SG&A
                  Expenses, such services of accountants, legal counsel,
                  appraisers, insurers, brokers, transfer agents, registrars,
                  developers, investment banks, financial advisors, banks and
                  other lenders and others as Mrs.

                                       8
<PAGE>

                  Fields deems necessary or advisable in connection with the
                  management and operations of TCBY. Notwithstanding anything
                  contained herein to the contrary, Mrs. Fields shall have the
                  right to cause any such services to be rendered by its employ
                  ees or affiliates or by outside professionals or consultants
                  employed by Mrs. Fields for services to Mrs. Fields. To the
                  extent as shall have been provided for in the relevant Annual
                  Plan or approved in writing by Wells Fargo Bank, N.A. as agent
                  for and on behalf of the Senior Lenders, TCBY shall directly
                  pay or promptly reimburse Mrs. Fields or its affiliates
                  performing such services for the cost thereof; provided that,
                  in the case of services provided by employees or affiliates of
                  Mrs. Fields, such costs and reimbursements are no greater than
                  those which would be payable to outside professionals or
                  consultants engaged to perform such services pursuant to
                  agreements negotiated on an arms-length basis;

          2.2.25  The provision of any substantial services in connection with
                  the sale of all or substantially all of the assets of TCBY or
                  any subsidiary thereof (other than Americana), or the merger,
                  consolidation, or other corporate reorganization of TCBY or
                  any subsidiary thereof (other than Americana); provided that
                  the third party expenses incurred by Mrs. Fields in connection
                  therewith shall not constitute SG&A Expenses for purposes of
                  this Agreement and shall be directly paid by TCBY or promptly
                  reimbursed to Mrs. Fields by TCBY;

          2.2.26  The provision of services in connection with the relocation of
                  the TCBY management function from Little Rock, Arkansas to
                  Salt Lake City, Utah and the termination and/or subleasing of
                  the office and computer leases and utilities contracts
                  relating to the Little Rock headquarters;

          2.2.27  The provision of advisory services in connection with the
                  Acquisition Transactions and the Americana Sale provided for
                  in Sections 5.2 and 5.5, respectively; and

          2.2.28  Such other services as are reasonably necessary for the
                  effective management of the Business and related to any of the
                  foregoing

                                       9
<PAGE>

                  Services or such other services relating to the Business as
                  are reasonably requested in writing by the Board; provided,
                  that (x) Mrs. Fields shall not be required to perform such
                  services if, in the sole judgment of Mrs. Fields, it would
                  materially increase the cost to Mrs. Fields of providing the
                  Services and (y) in any case in which Mrs. Fields would
                  receive additional payment for providing such services, such
                  services shall have been provided for in a separate line item
                  in the relevant Annual Plan or amend ment thereto.

     2.3  Excluded Services and Activities.  Unless otherwise agreed to in
          --------------------------------
          writing by the Parties, the Services shall not include any of the
          following services by Mrs. Fields or its subsidiary or affiliated
          entities, officers, directors, employees, contractors or agents
          (collectively, the "Excluded Services"):

          2.3.1   The guaranteeing, or becoming liable in any way as a surety,
                  endorser or accommodation party or otherwise for, or pledging
                  or granting any security interest covering any of the assets
                  of Mrs. Fields or its subsidiary or affiliated entities in
                  connection with, any debts or obligations of TCBY;

          2.3.2   The initiation, defense, management or compromise of any legal
                  action or proceeding against TCBY (A) reasonably deemed by
                  Mrs. Fields in its sole judgment not to arise out of the day-
                  to-day conduct of the Business, including without limitation
                  any action or proceeding arising out of or relating to the
                  Acquisition Transactions or for which TCBY asserts or is
                  entitled to assert indemnification rights in connection with
                  the Acquisition Transactions, or (B) which occurred (whether
                  known or un known) prior to the Effective Date; and

          2.3.3   The preparation and filing of tax returns required by any
                  federal, state or local governmental entity, or the payment of
                  any tax, penalty or interest due in connection therewith.

     2.4  Performance by Mrs. Fields.
          --------------------------

                                       10
<PAGE>

          2.4.1   The Services shall be performed or arranged by the officers,
                  employees, agents and contractors of Mrs. Fields as determined
                  by Mrs. Fields in its sole discretion.

          2.4.2   Mrs. Fields shall use its reasonable efforts, skill and
                  judgment in the performance of the Services. Mrs. Fields shall
                  perform or cause the Services to be performed in material
                  compliance with applicable laws, rules and regulations,
                  including without limitation those pertaining to labor,
                  employment and franchising, and in accordance with the
                  applicable Senior Loan Documents.

          2.4.3   In providing the Services, Mrs. Fields shall have a duty to
                  act, and to cause its agents to act, in a reasonably prudent
                  manner, but neither Mrs. Fields nor any director, officer,
                  employee, or agent of Mrs. Fields shall be liable to any other
                  Party for any error in judgment or mistake of law or for any
                  loss incurred in connection with the matters to which this
                  Agreement relates, except that Mrs. Fields shall be
                  responsible for a loss resulting from malfeasance, bad faith
                  or gross negligence on the part of Mrs. Fields or its
                  directors, officers, employees or agents.

          2.4.4   The relationship created between Mrs. Fields and the other
                  Parties pursuant to this Agreement shall be solely that of
                  independent contractors, and neither the execution nor perfor
                  mance of this Agreement shall create any partnership or joint
                  venture relationship between Mrs. Fields and the other
                  Parties.

     2.5  Joint Purchasing. The Parties acknowledge that (A) in connection with
          ----------------
          their respective business operations each of them purchases
          ingredients, goods, supplies, commodities, materials, and services
          (collectively "Ingredients, Supplies and Services") that may be of a
          similar type or nature or that may be purchased from the same vendor
          or supplier, and (B) quantity or volume savings may be received by the
          Parties if they jointly purchase such Ingredients, Supplies and
          Services. In order to obtain such savings, Mrs. Fields from time to
          time may enter into arrangements for the joint purchase of
          Ingredients, Supplies and Services; provided, that, in connection with
          any such joint purchase, each of TCBY and Mrs. Fields shall be solely
          responsible for payment for the Ingredients, Supplies and Services to
          be purchased by it. As to

                                       11
<PAGE>

          all purchases of Ingredients, Supplies and Services, Mrs. Fields is
          authorized by TCBY and the Board to act as an agent for and on behalf
          of TCBY. Nothing contained in this Agreement shall require the joint
          purchase of Ingredients, Supplies and Services by or on behalf of any
          of the Parties.

          2.5.1   Allocation of Cost Savings. If Mrs. Fields jointly purchases
                  --------------------------
                  any Ingredients, Supplies and Services, any Cost Savings
                  received by Mrs. Fields or TCBY relating to the Ingredients,
                  Supplies and Services shall be divided and shared equally with
                  the other Party. Any Cost Savings received by a Party on a
                  basis other than on a per unit basis as a result of the
                  Parties' joint purchasing of Ingredients, Supplies and
                  Services shall nevertheless be divided and shared equally by
                  them to the extent reasonably practicable as determined by
                  Mrs. Fields. The following examples are included to illustrate
                  the intention of the Parties respecting the allocation of Cost
                  Savings:

                  (x) Assume that as a result of a joint purchase arrangement
                  TCBY's per unit cost of a particular commodity is reduced by
                  $.10. The Cost Savings to TCBY would be $.10, of which Mrs.
                  Fields would receive $.05 for each unit of the commodity
                  purchased by or on behalf of TCBY pursuant to the joint
                  purchase arrangement.

                  (y) Assume that as a result of a joint purchase arrangement,
                  TCBY's per unit cost of a particular commodity is reduced by
                  $.10, and Mrs. Fields per unit cost of the commodity is
                  reduced by $.04. The Cost Savings to TCBY would be $.10, of
                  which Mrs. Fields would receive $.05 for each unit of the
                  commodity purchased by or on behalf of TCBY pursuant to the
                  joint purchase arrangement. The Cost Savings to Mrs. Fields
                  would be $.04, of which TCBY would receive $.02 for each unit
                  of the commodity purchased by Mrs. Fields pursuant to the
                  joint purchase arrangement.

                  (z) Assume that, Mrs. Fields purchases supplies for or on
                  behalf of TCBY under an existing supply agreement between Mrs.

                                       12
<PAGE>

                  Fields and a third party vendor resulting in a $1.00 reduction
                  in TCBY's per unit cost for the supplies. The Cost Savings
                  would be $1.00, which would be allocated equally between TCBY
                  and Mrs. Fields.

          2.5.2   Product Manufacturing Cost Savings.  If Mrs. Fields is able
                  ----------------------------------
                  through efficiencies to reduce the tolling charge which is
                  presently incurred in the manufacturing of TCBY's products,
                  then the tolling reduction shall be allocated as follows (i)
                  the first $0.11 per gallon of the tolling reduction shall be
                  entirely for TCBY's benefit; (ii) the next $0.11 per gallon of
                  the tolling reduction shall be entirely for Mrs. Fields'
                  benefit; and (iii) any further tolling reduction shall be
                  divided and shared equally with each Party. For purposes of
                  the foregoing, the "tolling charge" means the markup that is
                  charged by a manufacturer as its profit.

     2.6  Service as Officers and Directors.
          ---------------------------------

          2.6.1   Directors, officers, employees and agents of Mrs. Fields, as
                  may be selected from time to time by Mrs. Fields, may be
                  appointed by TCBY and serve as directors, officers, agents,
                  nominees and signatories of TCBY or any subsidiary thereof, to
                  the extent permitted by the articles and bylaws of TCBY (and
                  resolutions duly adopted by the Board pursuant thereto), this
                  Agreement, applicable law and the Senior Debt Documents and
                  such terms and conditions as Mrs. Fields may reasonably impose
                  in connec tion with such service or appointment where any such
                  person may serve concurrently as an officer or director of
                  Mrs. Fields and TCBY (or any subsidiary thereof); provided,
                  that TCBY shall not be required to make cash payments to such
                  individuals for so serving.

          2.6.2   Any individual serving as a director, officer, agent, nominee
                  or signatory of TCBY pursuant to Section 2.6.1 shall be
                  entitled to indemnification from TCBY to the maximum extent
                  provided by the certificate of incorporation and by-laws of
                  TCBY (and resolutions duly adopted by the Board pursuant
                  thereto).

     2.7  Bank Accounts.
          -------------

                                       13
<PAGE>

          2.7.1   Establishment and Use.  At the direction of the Board, on or
                   ---------------------
                  before the Effective Date, Mrs. Fields shall establish and
                  maintain one or more bank accounts in the name of TCBY and any
                  subsidiary thereof, and may collect and deposit funds into any
                  such account, and disburse funds from such accounts
                  (including, without limitation, for reimbursement of payments
                  to which Mrs. Fields is entitled) subject to the terms and
                  conditions of this Agreement and such additional terms and
                  conditions as the Board may establish consistent with this
                  Agreement. Mrs. Fields shall from time to time render
                  appropriate accountings of such collections and payments to
                  the Board and, upon request of the Board, to the Auditors.

          2.7.2   Fees and Expenses.  From the TCBY bank accounts established
                  -----------------
                  pursuant to Section 2.7, Mrs. Fields shall be entitled to
                  disburse as and when due the Management Fee, the Acquisition
                  Advisory Fee, the Americana Advisory Fee and expenses
                  reimbursable to Mrs. Fields in accordance with Section 5 or as
                  otherwise provided in this Agreement.

3.   Term.  Unless terminated sooner in accordance with Section 8, the term of
     ----
     this Agreement shall commence on the Effective Date and shall run until
     December 31, 2005 (the "Initial Period").  Thereafter, unless terminated
     sooner in accordance with Section 8, this Agreement shall be automatically
     renewed for successive one (1) year periods unless TCBY or Mrs. Fields
     provides the other with no less than twelve (12) months' written notice
     prior to the end of the Initial Period, or no less than six (6) months'
     written notice prior to the end of any such renewal period, that it will
     not renew this Agreement.

4.   Annual Plan.
     -----------

     4.1  Fiscal Year.  The Parties acknowledge that, as of the Effective Date,
          -----------
          TCBY has or will have a 52/53-week year ending near December 31 (to
          correspond with Mrs. Fields' year end).

     4.2  Preparation.  For each of TCBY's partial or full fiscal years during
          -----------
          the term of this Agreement, Mrs. Fields shall prepare and transmit to
          the Board for its approval the following proposed budgets and plans

                                       14
<PAGE>

          (collectively, the "Annual Plan") for the Business within 30 days
          prior to the end of each fiscal year:

          4.2.1   Mrs. Fields' proposed operating, capital expenditure,
                  marketing and management plans for the Business for the
                  ensuing fiscal year, including a store matrix reflecting the
                  projected number of stores and other operations to be
                  operated, managed, opened, closed, acquired or disposed of by
                  or on behalf of TCBY or any subsidiary thereof, and the
                  respective capital and SG&A Expenses projected in connection
                  with each such store or operation during the ensuing fiscal
                  year (the "Store Matrix");

          4.2.2   Estimated capital expenditures for the ensuing fiscal year;
                  and

          4.2.3   A projected set of financial information for the ensuing
                  fiscal year, including the following:

                  4.2.3.1    Management Fee for the ensuing fiscal year;

                  4.2.3.2    SG&A Expenses for the ensuing fiscal year;

                  4.2.3.3    Earnings before interest, taxes, depreciation and
                             amortization for the ensuing fiscal year;

                  4.2.3.4    Net income for the ensuing fiscal year;

                  4.2.3.5    Cash flows for the ensuing fiscal year; and

                  4.2.3.6    Balance sheet as of the end of  the ensuing fiscal
                             year.

     4.3  Approval.  The Board shall either approve or deny the Annual Plan
          --------
          within thirty (30) days following its receipt. If the Board shall
          approve the Annual Plan, it shall promptly be submitted to the Senior
          Lenders for their approval, which approval (x) shall be in writing
          from Wells Fargo Bank, N.A. as agent for and on behalf of the Senior
          Lenders and (y) may not be unreasonably withheld or delayed. Should
          the Board or the Senior Lenders deny approval of the Annual Plan, Mrs.
          Fields and the Board shall cooperate with each other in formulating a
          mutually

                                       15
<PAGE>

          acceptable Annual Plan as quickly as possible. If, notwithstanding the
          foregoing procedures, on the first day of any TCBY fiscal year, no
          Annual Plan has been approved by the Board and the Senior Lenders for
          such year, then the Annual Plan adopted for the fiscal year
          immediately preceding the fiscal year for which such Annual Plan is
          proposed by Mrs. Fields, adjusted (without duplication) to reflect
          increases or decreases resulting from the following events (together
          with appropriate adjustments if such prior fiscal period was a partial
          fiscal year), shall govern until such time as the Board and the Senior
          Lenders approve a new Annual Plan:

          4.3.1   increases in the Management Fee in an amount equal to 80% of
                  the percentage increase for the prior year in the Consumer
                  Price Index multiplied by the Management Fee reflected in the
                  Annual Plan for the prior fiscal year;

          4.3.2   increases or decreases in the Management Fee from (A) any
                  fundamental changes in the SG&A Expenses or the Business, (B)
                  changes in the Store Matrix, (C) changes in the operating
                  assets (including without the limitation the sale or disposal
                  thereof) or (D) other events or changes not contemplated at
                  the time of the preparation of the Annual Plan for such prior
                  fiscal year;

          4.3.3   decreases in estimated revenues; and

          4.3.4   the anticipated incidence of costs during such year for any
                  legal, accounting and other professional fees or disbursements
                  in connection with events or changes not contemplated at the
                  time of preparation of the Annual Plan for the prior year.

     4.4  Implementation; Adjustment.  Upon approval of the Annual Plan (or, if
          --------------------------
          the Annual Plan is not so approved by the Board and the Senior
          Lenders, upon the implementation of the Annual Plan established
          pursuant to Section 4.3 above), such Annual Plan shall become TCBY's
          Annual Plan for the next succeeding fiscal year and Mrs. Fields shall
          take such steps as are necessary or appropriate to implement the
          Annual Plan. Subject to the following procedures and requirements, the
          Annual Plan

                                       16
<PAGE>

          shall be updated and revised by Mrs. Fields from time to time during
          the period covered thereby to reflect variables and events not
          foreseeable at the time of preparation of the Annual Plan and not
          reasonably within Mrs. Fields' control:

          4.4.1   Mrs. Fields shall provide written notice to TCBY of any
                  proposed changes in the Annual Plan, including without limita
                  tion, any changes in or arising from any of the matters in the
                  Annual Plan described in Sections 4.2.1 through 4.2.3 above;

          4.4.2   The Board shall promptly notify Mrs. Fields of the Board's
                  approval or disapproval of such changes proposed by Mrs.
                  Fields, in reasonable detail, including any conditions of
                  approval or reasons for disapproval;

          4.4.3   Mrs. Fields and the Board shall act promptly and in good faith
                  to reach mutual agreement concerning such proposed changes,
                  whereupon they shall approve in writing all such changes as
                  modifications of such Annual Plan; and

          4.4.4   Such changes shall be subject to the written approval of Wells
                  Fargo Bank, N.A. as agent for and on behalf of the Senior
                  Lenders, which approval may not be unreasonably withheld.

     4.5  Compliance With Plan.  Mrs. Fields shall comply in all material
          --------------------
          respects with the applicable Annual Plan, provided however that
          notwithstanding the foregoing Mrs. Fields shall be entitled to make
          expenditures not authorized under the then applicable Annual Plan in
          case of emergencies or any unexpected casualties, or in order to
          comply with any applicable legal or insurance requirements, all of
          which shall constitute adjustments to the applicable Annual Plan.

     4.6  Annual Plan For Fiscal Year 2000.  The Annual Plan for the fiscal year
          --------------------------------
          commencing on the Effective Date and ending on December 31, 2000, is
          attached hereto as Exhibit A and by reference made a part hereof (the
          "First Annual Plan"). TCBY hereby approves, and represents and
          warrants to Mrs. Fields that the Board has approved, the First Annual
          Plan.

                                       17
<PAGE>

5.   Compensation.  For services (including the Services to be provided
     ------------
     hereunder), TCBY shall pay to Mrs. Fields  fees determined as follows:

     5.1  Acquisition Advisory Services.  For services rendered in connection
          -----------------------------
          with the Acquisition Transactions, TCBY shall

          5.1.1   pay to Mrs. Fields an advisory fee (the "Acquisition Advisory
                  Fee") in the amount of $250,000, such fee to be payable on or
                  before the Effective Date; and

          5.1.2   reimburse Mrs. Fields for $50,000 of the out-of-pocket costs
                  and expenses incurred by Mrs. Fields in connection with its
                  perfor mance of such services with respect to the Acquisition
                  Transac tions, such costs and expenses to be reimbursed at the
                  Effective Date.

     5.2  Management Fee During Period Covered By First Annual Plan.  For the
          ---------------------------------------------------------
          partial year covered by the First Annual Plan (the Effective Date
          through December 31, 2000), Mrs. Fields, as compensation for Services
          rendered during such period, shall receive a Management Fee calculated
          on a pro rated basis for such period based on a Management Fee of
          $12.4 million for a full year, subject to adjustment in accordance
          with this Agreement. In addition to such Management Fee, the Board
          shall cause TCBY to pay directly or promptly reimburse Mrs. Fields for
          capital and other expenditures for which reimbursement or payment (as
          the case may be) is required by this Agreement, including without
          limitation all items that are excluded from SGA Expenses in the
          definition thereof.

     5.3  Management Fee and Reimbursements For Subsequent Periods.  For each
          --------------------------------------------------------
          fiscal year after the partial fiscal year covered by the First Annual
          Plan, Mrs. Fields, as compensation for Services rendered during each
          such subsequent period, shall receive a Management Fee from TCBY in
          the amounts set forth in the Annual Plan applicable to each such
          respective period, subject to adjustment in accordance with this
          Agreement. In addition to such Management Fee, TCBY shall pay directly
          or promptly reimburse Mrs. Fields for capital and other expenditures
          for which reimbursement or payment (as the case may be) is required by
          this Agreement, including without limitation all items that are
          excluded from SGA Expenses in the definition thereof.

                                       18
<PAGE>

     5.4  Payment of Management Fees.  Except as otherwise set forth in the
          --------------------------
          applicable Annual Plan:

          5.4.1   The Management Fees required under Section 5.2 or 5.3 shall be
                  paid in advance on a semi monthly basis to Mrs. Fields no
                  later than the 3rd day and the 18th day of each month.

          5.4.2   Each such semi monthly payment of Management Fees shall be an
                  amount equal to 1/24th (or proportionately for any partial
                  fiscal year) of the annual Management Fee for the applicable
                  period determined in accordance with this Section 5 and the
                  applicable Annual Plan, adjusted as required by this
                  Agreement.

     5.5  Americana Sale Advisory Fee.  For services rendered and to be rendered
          ---------------------------
          to TCBY in connection with the planned sale of the stock or assets of
          Americana (the "Americana Sale"), in the event that the Americana Sale
          occurs, Holding agrees to promptly pay to Mrs. Fields a transaction
          advisory fee (the "Americana Sale Advisory Fee") of $1.5 million;
          provided, that if, at the time payment of the Americana Sale Advisory
          Fee is required, Holding shall have insufficient cash remaining
          available to it from the proceeds of the Americana Sale after the
          payment of the Americana Mortgage, the portion of the Americana Sale
          Advisory Fee that can then be so paid shall be paid and the balance
          shall be paid only at such time as Holding shall have cash available
          to it to make such payment. Until such time as the Senior Debt shall
          be retired, the Americana Sale Advisory Fee is a non-recourse
          obligation of Holding other than to the proceeds of the Americana Sale
          and the failure by Holding to pay it when due shall not give Mrs.
          Fields the right to collect (by set off or otherwise) or otherwise
          proceed against TCBY, or to terminate this Agreement, until such time
          as the Senior Debt shall have been retired.

6.   Actions Requiring Consent.
     -------------------------

     6.1  Consent of Board.  The  following actions shall not occur without
          ----------------
          prior notice to Mrs. Fields or without the prior consent of the Board:

          6.1.1   TCBY or any subsidiary thereof obtaining or permitting to
                  exist, any loan, advance, or other borrowing, whether secured
                  or

                                       19
<PAGE>

                  unsecured or in the ordinary course of business, other than
                  intercompany borrowings permitted under the Senior Loan
                  Documents;

          6.1.2   TCBY or any subsidiary thereof creating any security interest
                  or lien against itself or any of its assets to secure a
                  borrowing;

          6.1.3   The issuance or sale of any security of TCBY or any subsidiary
                  thereof, including, without limitation, any share of TCBY or
                  warrant, bond, note, debenture, or other instrument
                  convertible into any of the foregoing;

          6.1.4   The sale or transfer of any of the assets of TCBY that would
                  materially affect the Business or its operations;

          6.1.5   TCBY or any subsidiary thereof guaranteeing or becoming liable
                  in any way as a surety, endorser, or accommodation endorser or
                  other-wise for debts or obligations of any other person or
                  entity, other than in the ordinary course of business;

          6.1.6   The commencement of voluntary bankruptcy or insolvency
                  proceedings by TCBY or any subsidiary thereof; or

          6.1.7   The dissolution, liquidation, cessation of business, or
                  winding up of TCBY or any subsidiary thereof.

     6.2  Notice to Mrs. Fields.  The Board will not permit or cause TCBY to
          ---------------------
          take any action that during any full or partial fiscal year will
          increase the SG&A Expenses applicable to Mrs. Fields without prior
          notice to Mrs. Fields.

7.   Principal Office.  No later than 180 days after the Effective Date, the
     ----------------
     principal office of TCBY shall be relocated to the location of the
     principal office of Mrs. Fields, which is currently situated at 2855 East
     Cottonwood Parkway, Suite 400, Salt Lake City, Utah, 84121-7050, and the
     present office of TCBY in Little Rock, Arkansas shall be closed.
     Thereafter, during the term of this Agreement, the principal office shall
     be maintained at the location of the principal office of Mrs. Fields.

                                       20
<PAGE>

8.   Termination.  This Agreement may be terminated by the Parties only upon the
     -----------
     occurrence of any of the following events:

     8.1  By TCBY in the event of (A) a material breach of the Agreement by Mrs.
          Fields which is not cured by Mrs. Fields within sixty (60) days after
          written notice thereof from the Board (with a copy to the Senior
          Lenders) and (B) and thereafter a  vote of the Board to terminate the
          Agreement;

     8.2  By Mrs. Fields, in the event TCBY shall fail to make any payments or
          reimbursements to Mrs. Fields as required by this Agreement within
          sixty (60) days following their due date for Management Fee payments
          or Mrs. Fields' written demand therefor for reimbursements; or

     8.3  By the express written agreement of the Parties.

     8.4  Rights Upon Termination.  In the event of a termination of this
          -----------------------
          Agreement pursuant to Section 8.1, Mrs. Fields shall bear all expenses
          incurred by Mrs. Fields in connection with the severance of any
          persons employed by it to render the Services (the "Severance
          Expenses"). In the event of a termination of this Agreement pursuant
          to Section 8.2, TCBY shall be liable for and pay the Severance
          Expenses to Mrs. Fields within 10 days of any such termination. Upon
          termination of this Agreement, Mrs. Fields shall provide to TCBY all
          of the documentation, materials, and records (in whatever form the
          foregoing may exist) it possesses relating to TCBY, and shall
          otherwise act in good faith to allow for the continued, uninterrupted
          operation of TCBY.

9.   Dispute Resolution.
     ------------------

     9.1  Initial Dispute Resolution.  If a dispute arises out of or relates to
          --------------------------
          this Agreement or its breach, the Parties shall endeavor to settle the
          dispute first through direct discussions. If the dispute cannot be
          settled through direct discussions, and if both Parties agree, the
          Parties shall endeavor to settle the dispute by mediation with a
          third-party mediator before recourse to arbitration. The location of
          the mediation shall be Salt Lake City, Utah.

                                       21
<PAGE>

     9.2  Arbitration.  Any controversy or claim arising out of or relating to
          -----------
          this Agreement or its breach not resolved by mediation, except for
          claims which have been waived by the making or acceptance of final
          payment, shall be decided by binding arbitration in accordance with
          the applicable rules of the American Arbitration Association then in
          effect unless the Parties mutually agree otherwise. Any such
          arbitration shall be held in Salt Lake City, Utah. Judgment on the
          award or decision rendered in arbitration may be entered in any court
          having jurisdiction thereof.

     9.3  Work Continuance and Payment.  Unless otherwise agreed by the Parties
          ----------------------------
          in writing, Mrs. Fields shall continue to provide the Services covered
          hereby during any mediation or arbitration proceedings provided that
          it continues to receive the payments and reimbursements required under
          this Agreement.

10.  Indemnification.  Systems shall indemnify and hold Mrs. Fields (including
     ---------------
     its directors, officers, employees and agents (together with Mrs. Fields
     the "Indemnified Parties"), whether acting in such capacity on behalf of
     Mrs. Fields or TCBY or both) harmless from and against any and all losses,
     liabilities, claims, damages, costs, and expenses (including reasonable
     attorneys' fees and other expenses of litigation) to which the Indemnified
     Parties may become subject arising out of the Services provided under this
     Agreement, provided that such agreement by Systems shall not protect the
     Indemnified Parties against any liability of which the Indemnified Parties
     would otherwise be subject by reason of malfeasance, bad faith or gross
     negligence.

11.  General Provisions.
     ------------------

     11.1 Assignment.  The obligations of Mrs. Fields under this Agreement are
          ----------
          personal to Mrs. Fields, and TCBY is entering into this Agreement in
          reliance upon Mrs. Fields' expertise and knowledge in performing Mrs.
          Fields' obligations hereunder.  For the foregoing reasons, Mrs. Fields
          shall not voluntarily or involuntarily, directly or indirectly, sell,
          assign, hypothecate, pledge or otherwise transfer or dispose of all or
          any portion of its interest in this Agreement to any third party
          without the prior written consent of TCBY; provided, however, Mrs.
                                                     --------  -------
          Fields may assign this Agreement to any of its wholly-owned
          subsidiaries having the expertise and resources necessary to perform
          the Mrs. Fields' duties hereunder.

                                       22
<PAGE>

     11.2 Amendment.  This Agreement may be amended from time to time only by a
          ---------
          writing executed by Mrs. Fields and TCBY (subject to the prior written
          approval of the Board).

     11.3 Notices.  All notices, requests, demands, and other communications
          -------
          hereunder by which either party is to be legally bound shall be in
          writing and shall be given (i) by Federal Express (or other
          established express delivery service which maintains delivery
          records), (ii) by hand delivery, (iii) or by facsimile transmission,
          to the Parties at their last known addresses.  Notices shall be deemed
          effective upon dispatch.

     11.4 Costs and Attorneys' Fees.  In the event either party commences an
          -------------------------
          arbitral or legal proceeding or mediation to enforce any of the terms
          of this Agreement, the prevailing party in such action shall have the
          right to recover reasonable attorneys' fees and costs from the other
          party, to be fixed by the arbitral panel in the same action.

     11.5 Entire Agreement.  This Agreement constitutes the entire agreement
          ----------------
          between the Parties with respect to the subject matter hereof, and
          supersedes all prior agreements and negotiations between the Parties
          with respect thereto.

     11.6 Governing Law.  This Agreement shall be enforced, governed by and
          -------------
          construed in accordance with the laws of the State of New York without
          application of choice of law principles.

     11.7 No Waiver.  No failure or delay of a party in the exercise of any
          ---------
          right given to such party hereunder or by law shall constitute a
          waiver thereof, nor shall any single or partial exercise of any such
          right preclude the other or further exercise thereof or any other
          right. The waiver by a party of any breach of any provision shall not
          be deemed to be a waiver of any subsequent breach thereof, or of any
          breach of any other provision hereof.

     11.8 Additional Documents.  Each party shall, whenever and as often as
          --------------------
          reasonably requested by the other party, execute or cause to be
          executed all such instruments or agreements as may be reasonably
          necessary in order to carry out the purpose of this Agreement, and
          each party shall do

                                       23
<PAGE>

          all other acts reasonably necessary or requested by the other party to
          carry out the intent and purpose of this Agreement.

     11.9 Ownership of Documents.  All documents related to TCBY shall be and
          ----------------------
          remain the sole and exclusive property of TCBY, and Mrs. Fields shall
          acquire no rights in or to such documents.

    11.10 Rights of Senior Lenders.  The Parties acknowledge and agree that
          ------------------------
          the Senior Lenders  have financed the Acquisition Transactions in
          reliance upon the undertakings set forth in this Agreement, and
          further agree as follows:

          11.10.1  No termination of this Agreement shall occur under Section
                   8.2 unless the Senior Lenders shall have been given at least
                   15 days' prior written notice;

          11.10.2  The Senior Lenders shall be entitled (but shall have no
                   obligation) to cure any payment default by TCBY hereunder
                   within the cure period provided for in Section 8.2;

          11.10.3  No termination of this Agreement shall occur under Section
                   8.3 without the written consent of Wells Fargo Bank, N.A. as
                   agent for and on behalf of the Senior Lenders; and

          11.10.4  This Agreement shall not be amended or modified, or any right
                   of TCBY waived, without the written consent of Wells Fargo
                   Bank, N.A. as agent for and on behalf of the Senior Lenders.

    Notwithstanding the foregoing, the Senior Lenders shall have no obligations
    hereunder nor shall any term or provision hereof be deemed to impair or
    modify any rights of the Senior Lenders under any Senior Loan Documents.

    11.11 No Third Party Beneficiary.  Nothing set forth in this Agreement is
          --------------------------
          intended to create in or confer upon any person, firm or entity not a
          party to this Agreement any rights under this Agreement, other than
          the Senior Lenders.

                                       24
<PAGE>

    11.12 No Setoff Rights for Franchise Payments.  Notwithstanding anything in
          ---------------------------------------
          the Agreement to the contrary, for valuable consideration, the receipt
          and sufficiency of which are hereby acknowledged, Mrs. Fields hereby
          waives any right Mrs. Fields may have to set off or otherwise apply
          any amount payable to TCBY on account of any franchise relationship
          between Mrs. Fields and its subsidiaries, as franchisees, and TCBY, as
          franchisors, against any amount payable by TCBY to Mrs. Fields in
          accordance with the terms and conditions of this Agreement.

    11.13 Miscellaneous.  The terms, covenants, conditions, and benefits
          -------------
          contained herein shall be binding upon and inure to the benefit of the
          successors, transferees and permitted assigns of the Parties.  Time is
          expressly made of the essence of each and every provision of this
          Agreement.  This Agreement shall be interpreted and construed only by
          the contents hereof, and there shall be no presumption or standard of
          construction in favor of or against either party.  The individuals
          executing this Agree ment represent and warrant that they have the
          power and authority to do so, and to bind the entities for whom they
          are executing this Agreement. If any term or provision of this
          Agreement or the application of it to any person or circumstance shall
          to any extent be held by a court to be invalid or unenforceable, the
          remainder of this Agreement or the application of such term or
          provision to persons or circumstances other than those to which it is
          invalid or unenforceable shall not be affected thereby, and each term
          and provision of this Agreement shall be valid and shall be enforced
          to the extent permitted by law.

    IN WITNESS WHEREOF, the Parties have executed this Agreement as of the date
first above written.

                    MRS. FIELDS' ORIGINAL COOKIES, INC.

                    By:       /s/ LARRY HODGES
                              ------------------------------------
                    Name:     Larry Hodges
                              ------------------------------------
                    Title:    President and CEO
                              ------------------------------------

                    TCBY HOLDING COMPANY, INC.

                                      25
<PAGE>

                    By:       /s/ MICHAEL WARD
                              -----------------------------------------
                    Name:     Michael Ward
                              -----------------------------------------
                    Title:    Vice President
                              -----------------------------------------

                    TCBY SYSTEMS, LLC

                    By:       /s/ MICHAEL WARD
                              -----------------------------------------
                    Name:     Michael Ward
                              -----------------------------------------
                    Title:    Vice President
                              -----------------------------------------

                                       26

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