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The following is an excerpt from a S-4/A SEC Filing, filed by GREAT AMERICAN COOKIE CO INC on 9/8/1999.
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GREAT AMERICAN COOKIE CO INC - S-4/A - 19990908 - PROCEED_USE

USE OF PROCEEDS

Neither Mrs. Fields nor the guarantors will receive any cash proceeds in the exchange offer. In consideration for issuing the notes as contemplated in this prospectus, Mrs. Fields will receive an equal principal amount of outstanding notes.

The net proceeds received by Mrs. Fields from the offering in August 1998, after deducting the underwriting discounts and commissions and estimated expenses of the offering of notes in August 1998, along with cash from other sources, including the capital contribution of Mrs Fields' Holding and existing company cash, were approximately $85.1 million. Of this amount, Mrs. Fields used approximately $18.4 million for the acquisition of Great American, $41.6 million to pay for the Great American notes tendered, including the tender offer premium of $1.6 million, $15.0 million to pay for the acquisitions of Deblan and Chocolate Chip, including the repayment of approximately $0.6 million of debt, $0.9 million to pay accrued interest on debt being retired, $1.4 million for severance and related expenses, approximately $2.8 million to pay for other recent acquisitions and approximately $5.0 million of fees and expenses related to the offering in August 1998 and some of the other acquisitions described in this prospectus.

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CAPITALIZATION

The following table shows the cash and cash equivalents and capitalization of Mrs. Fields' Original Cookies, Inc. and subsidiaries at July 3, 1999. This table should be read in conjunction with the historical financial statements and related notes included elsewhere in this Registration Statement. See "Selected Historical Financial Data" and "Unaudited Pro Forma Condensed Combined Statement of Operations."

                                                              Mrs. Fields'
                                                         Original Cookies, Inc.
                                                            and Subsidiaries
                                                            at July 3, 1999
                                                         ----------------------
                                                         (Dollars in thousands)
Cash and Cash Equivalents...............................        $  4,645
                                                                ========
Debt and Capital Lease Obligations, including current
 portions:
  Credit Facility(1)....................................        $  7,000
  10 1/8% Series A, B and C Senior Notes due 2004(2)....         140,000
  Original issue discount on 10 1/8% Series C Senior
   Notes due 2004.......................................            (558)
  Pretzel Time Debt.....................................             206
  Mrs. Fields' Original Cookies, Inc. Other Debt and
   Capital Lease Obligations............................           4,202
  Pretzelmaker Debt and Capital Lease Obligations.......             176
                                                                --------
Total Debt and Capital Lease Obligations, including
 current portion........................................         151,026
                                                                --------
Mandatorily Redeemable Preferred Stock of Pretzel
 Time(3)................................................           1,440
                                                                --------
Stockholder's Equity:
  Common Stock (pledged as collateral for parent company
   debt)(4).............................................             --
  Additional Paid-in Capital(5).........................          61,899
  Accumulated Deficit...................................         (29,320)
                                                                --------
  Total Stockholder's Equity............................          32,579
                                                                --------
Total Capitalization....................................        $185,045
                                                                ========


(1) Under the indenture, Mrs. Fields is permitted to have one or more credit facilities under which it will be able to borrow up to a maximum total principal amount of $15.0 million on a secured basis. Mrs. Fields' Amended and Restated Loan Agreement, dated as of February 28, 1998, with LaSalle National Bank provides for a maximum commitment of up to $15.0 million secured by essentially all of the assets of Mrs. Fields. As of July 3, 1999, Mrs. Fields had approximately $276,000 of allowable borrowings under its credit facility. See "Description of Certain Indebtedness--Credit Agreement."
(2) Includes $100.0 million of 10 1/8% Series A and Series B Senior Notes of Mrs. Fields and $40.0 million of 10 1/8% Series C Senior Notes.

(3) Liquidation preference as of July 3, 1999 was approximately $1.5 million. Date of redemption is January 15, 2000.
(4) Less than $1,000.

(5) Gives effect to the capital contribution of Mrs. Fields' Holding of $29.1 million on August 24, 1998 and $2 million on May 27, 1999.

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THE EXCHANGE OFFER

Terms of the Exchange Offer; Period for Tendering Outstanding Notes

On August 24, 1998, Mrs. Fields sold notes to Jefferies & Company, Inc. and BT Alex. Brown. When we sold the notes, we entered into a registration rights agreement with Jefferies and BT Alex. Brown. The registration rights agreement requires that we register the notes sold on August 24, 1998 with the Commission and offer to exchange the new registered notes for the outstanding notes sold on August 24, 1998. We are also making the exchange offer available to holders of notes issued in a private placement on November 26, 1997.

We will accept any validly tendered notes that you do not withdraw before 12:00 midnight, New York City time, on the expiration date. We will issue $1,000 of principal amount of new notes in exchange for each $1,000 principal amount of your outstanding notes. You may tender some or all of your notes in the exchange offer.

The form and terms of the new notes are the same as the form and terms of the outstanding notes except that:

(1) the notes being issued in the exchange offer will be registered under the Securities Act and will not have legends restricting their transfer,

(2) the notes being issued in the exchange offer will not contain the registration rights and liquidated damages provisions contained in the outstanding notes issued in August 1998, and

(3) interest on the new notes will accrue from the last interest date on which interest was paid on your notes.

Outstanding notes that we accept for exchange will not accrue interest after we complete the exchange offer.

The exchange offer will expire at 12:00 midnight, New York City time, on , 1999, unless we extend it. If we extend the exchange offer, we will issue a notice by press release or other public announcement before 9:00 a.m., New York City time, on the next business day after the previously scheduled expiration date.

We reserve the right, in our sole discretion:

(1) to extend the exchange offer,

(2) to delay accepting your notes,

(3) to terminate the exchange offer and not accept any notes for exchange if any of the conditions have not been satisfied, or

(4) to amend the exchange offer in any manner.

We will promptly give oral or written notice of any extension, delay, non- acceptance, termination or amendment. We will also file a post-effective amendment with the Commission if we amend the terms of the exchange offer.

If we extend the exchange offer, notes that you have previously tendered will still be subject to the exchange offer and we may accept them. We will promptly return your notes if we do not accept them for exchange for any reason without expense to you after the exchange offer expires or terminates.

Procedures for Tendering Notes

Only you may tender your notes in the exchange offer.

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To tender in the exchange offer, you must:

(1) complete, sign and date the enclosed letter of transmittal, or a copy of it,

(2) have the signature on the letter of transmittal guaranteed if required by the letter of transmittal, and

(3) mail, fax or otherwise deliver the letter of transmittal or copy to the exchange agent

OR

if you tender your notes under The Depository Trust Company's book- entry transfer procedures, transmit an agent's message to the exchange agent on or before the expiration date.

In addition, either:

(1) the exchange agent must receive certificates for outstanding notes and the letter of transmittal, or

(2) the exchange agent must receive a timely confirmation of a book- entry transfer of your notes into the exchange agent's account at The Depository Trust Company, along with the agent's message, or

(3) you must comply with the guaranteed delivery procedures described below.

An agent's message is a computer-generated message transmitted by The Depository Trust Company through its Automated Tender Offer Program to the exchange agent.

To tender your notes effectively, you must make sure that the exchange agent receives a letter of transmittal and other required documents before the expiration date.

When you tender your outstanding notes and we accept them, the tender will be a binding agreement between you and us in accordance with the terms and conditions in this prospectus and in the letter of transmittal.

The method of delivery of outstanding notes, letters of transmittal and all other required documents to the exchange agent is at your election and risk. We recommend that you use an overnight or hand delivery service instead of mail. If you do deliver by mail, we recommend that you use registered mail, properly insured, with return receipt requested. In all cases, you should allow enough time to make sure your documents reach the exchange agent before the expiration date. Do not send a letter of transmittal or notes directly to us. You may request your brokers, dealers, commercial banks, trust companies, or nominees to make the exchange on your behalf.

Unless you are a registered holder who requests that the new notes to be mailed to you and issued in your name, or unless you are an eligible institution, you must have your signature guaranteed on a letter of transmittal or a notice of withdrawal by an eligible institution. An eligible institution is a firm which is a financial institution that is a member of a registered national securities exchange or a member of the participant in the Securities Transfer Agents Medallion Program, the New York Stock Exchange Medallion Signature Program or the Stock Exchanges Medallion Program.

If the person who signs the letter of transmittal and tenders the notes is not the registered holder of the notes, the registered holders must endorse the notes or sign a written instrument of transfer or exchange that is included with the notes, with the registered holder's signature guaranteed by an eligible institution. We will decide whether the endorsement or transfer instrument is satisfactory.

We will decide all questions about the validity, form, eligibility, acceptance and withdrawal of tendered notes, and our determination will be final and binding on you. We reserve the absolute right to:

(1) reject any and all tenders of any particular note not properly tendered,

29

(2) refuse to accept any note if, in our judgment or the judgment of our counsel, the acceptance would be unlawful, and

(3) waive any defects or irregularities or conditions of the exchange offer as to any particular note either before or after the expiration date. This includes the right to waive the ineligibility of any holder who seeks to tender notes in the exchange offer.

Our interpretation of the terms and conditions of the exchange offer, including the instructions in the letter of transmittal, will be final and binding on all parties. You must cure any defects or irregularities in connection with tenders of notes as we will determine. Neither we, the exchange agent nor any other person will incur any liability for failure to notify you of any defect or irregularity with respect to your tender of notes.

If the letter of transmittal is signed by a person or persons other than the registered holder or holders of outstanding notes, the outstanding notes must be endorsed or accompanied by powers of attorney, in either case signed exactly as the name or names of the registered holder or holders that appear on the outstanding notes.

If trustees, executors, administrators, guardians, attorneys-in-fact, officers of corporations or others acting in a fiduciary or representative capacity sign the letter of transmittal or any notes or power of attorney on your behalf, those persons must indicate their capacity when signing, and submit satisfactory evidence to us with the letter of transmittal demonstrating their authority to act on your behalf.

To participate in the exchange offer, we require that you represent to us that:

(1) you or any other person acquiring notes for your outstanding notes in the exchange offer is acquiring them in the ordinary course of business,

(2) neither you nor any other person acquiring notes in exchange for your outstanding notes is engaging in or intends to engage in a distribution of the notes issued in the exchange offer,

(3) neither you nor any other person acquiring notes in exchange for your outstanding notes has an arrangement or understanding with any person to participate in the distribution of notes issued in the exchange offer,

(4) neither you nor any other person acquiring notes in exchange for your outstanding notes is our "affiliate" as defined under Rule 405 of the Securities Act, and

(5) if you or another person acquiring notes for your outstanding notes is a broker-dealer, you will receive new notes for your own account, you acquired new notes as a result of market-making activities or other trading activities, and you acknowledge that you will deliver a prospectus in connection with any resale of your notes

If you are our "affiliate," as defined under Rule 405 of the Securities Act, you are a broker-dealer who acquired your outstanding notes in the initial offering and not as a result of market-making or trading activities, or if you are engaged in or intend to engage in or have an arrangement or understanding with any person to participate in a distribution of notes acquired in the exchange offer, you or that person:

(1) may not rely on the applicable interpretations of the staff of the Commission, and

(2) must comply with the registration and prospectus delivery requirements of the Securities Act when reselling the notes.

Broker-dealers who cannot make the representations in item (5) of the paragraph above cannot use this exchange offer prospectus in connection with resales of the notes issued in the exchange offer.

Acceptance of Outstanding Notes for Exchange; Delivery of Notes Issued in the Exchange Offer

We will accept validly tendered notes when the conditions to the exchange offer have been satisfied or we have waived them. We will have accepted your validly tendered notes when we have given oral or written

30

notice to the exchange agent. The exchange agent will act as agent for the tendering holders for the purpose of receiving the new notes from us. If we do not accept any tendered notes for exchange because of an invalid tender or other valid reason, the exchange agent will return the certificates, without expense, to the tendering holder. If a holder has tendered notes by book-entry transfer, we will credit the notes to an account maintained with The Depository Trust Company. We will return certificates or credit the account at The Depository Trust Company as promptly as practicable after the exchange offer terminates or expires.

Book-Entry Transfers

The exchange agent will make a request to establish an account at The Depository Trust Company for purposes of the exchange offer within two business days after the date of this prospectus. Any financial institution that is a participant in The Depository Trust Company's systems must make book-entry delivery of outstanding notes by causing The Depository Trust Company to transfer those outstanding notes into the exchange agent's account at The Depository Trust Company in accordance with The Depository Trust Company's Automated Tender Offer Procedures. The participant should transmit its acceptance to The Depository Trust Company on or before the expiration date or comply with the guaranteed delivery procedures described below. The Depository Trust Company will verify acceptance, execute a book-entry transfer of the tendered outstanding notes into the exchange agent's account at The Depository Trust Company and then send to the exchange agent confirmation of the book- entry transfer. The confirmation of the book-entry transfer will include an agent's message confirming that The Depository Trust Company has received an express acknowledgment from the participant that the participant has received and agrees to be bound by the letter of transmittal and that we may enforce the letter of transmittal against the participant. Delivery of notes issued in the exchange offer may be effected through book-entry transfer at The Depository Trust Company. However, the letter of transmittal or facsimile of it or an agent's message, with any required signature guarantees and any other required documents, must:

(1) be transmitted to and received by the exchange agent at the address listed below under "Exchange Agent" on or before the expiration date, or

(2) the guaranteed delivery procedures described below must be complied with.

Guaranteed Delivery Procedures

If you are a registered holder of outstanding notes who desires to tender notes but your notes are not immediately available, or time will not permit your notes or other required documents to reach the exchange agent before the expiration date, or the procedure for book-entry transfer cannot be completed on a timely basis, you may effect a tender if:

(1) you tender the notes through an eligible institution,

(2) before the expiration date, the exchange agent received from the eligible institution a notice of guaranteed delivery in the form we have provided. The notice of guaranteed delivery will state the name and address of the holder of the notes being tendered and the amount of notes being tendered, that the tender is being made and guarantee that within five New York Stock Exchange trading days after the notice of guaranteed delivery is signed, the certificates for all physically tendered notes, in proper form for transfer, or a book-entry confirmation, together with a properly completed and signed letter of transmittal with any required signature guarantees and any other documents required by the letter of transmittal will be deposited by the eligible institution with the exchange agent, and

(3) the certificates for all physically tendered outstanding notes, in proper form for transfer, or a book-entry confirmation, together with a properly completed and signed letter of transmittal with any required signature guarantees and all other documents required by the letter of transmittal, are received by the exchange agent within five New York Stock Exchange trading days after the date of execution of the notice of guaranteed delivery.

31

Withdrawal Rights

You may withdraw your tender of outstanding notes at any time before 12:00 midnight, New York City time, on the expiration date.

For a withdrawal to be effective, you must make sure that, before 12:00 midnight on the expiration date, the exchange agent receives a written notice of withdrawal at one of the addresses below or, if you are a participant of The Depository Trust Company, an electronic message using The Depository Trust Company's Automated Tender Offer Program.

A notice of withdrawal must:

(1) specify the name of the person that tendered the notes to be withdrawn,

(2) identify the notes to be withdrawn, including the principal amount of the notes,

(3) be signed by the holder in the same manner as the original signature on the letter of transmittal by which the notes were tendered or be accompanied by documents of transfer, and

(4) if you have transmitted certificates for outstanding notes, specify the name in which the notes are registered, if different from that of the withdrawing holder, and identify the serial numbers of the certificates.

If you have tendered notes under the book-entry transfer procedure, your notice of withdrawal must also specify the name and number of an account at The Depository Trust Company to which your withdrawn notes can be credited.

We will decide all questions as to the validity, form and eligibility of the notices and our determination will be final and binding on all parties. Any tendered notes that you withdraw will be not be considered to have been validly tendered. We will return any outstanding notes that have been tendered but not exchanged, or credit them to The Depository Trust Company account, as soon as practicable after withdrawal, rejection of tender, or termination of the exchange offer. You may retender properly withdrawn notes by following one of the procedures described above before the expiration date.

Certain Conditions to the Exchange Offer

We are not required to accept for exchange, or to issue notes in exchange for, any outstanding notes. We may terminate or amend the exchange offer, if at any time before the acceptance of outstanding notes:

(1) any federal law, statute, rule or regulation has been adopted or enacted which, in our judgment, would reasonably be expected to impair our ability to proceed with the exchange offer,

(2) if any stop order is threatened or in effect with respect to this registration statement or the qualification of the indenture under the Trust Indenture Act of 1939, or

(3) there is a change in the current interpretation by the staff of the Commission which permits holders who have made the required representations to us to resell, offer for resale, or otherwise transfer notes issued in the exchange offer without registration of the notes and delivery of a prospectus, as discussed above.

These conditions are for our sole benefit and we may assert or waive them at any time and for any reason. However, the exchange offer will remain open for at least five business days following any waiver of the preceding conditions. Our failure to exercise any of the foregoing rights will not be a waiver of our rights.

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Exchange Agent

You should direct all signed letters of transmittal to the exchange agent, The Bank of New York. You should direct questions, requests for assistance, and requests for additional copies of this prospectus, the letter of transmittal and the notice of guaranteed delivery to the exchange agent addressed as follows:

Main Delivery to: The Bank of New York,

                          As Exchange Agent
By Mail, By Hand and Overnight                  By Facsimile:
         Courier:
                                         (For Eligible Institutions Only)

   The Bank of New York                         (212) 815-6339
101 Barclay Street 7 East                   Confirm by telephone:
 New York, New York 10286                       (212) 815-6337

  Attention: Odell Romeo

Delivery or fax of the letter of transmittal to an address or number other than those above is not a valid delivery of the letter of transmittal.

Fees and Expenses

We will not make any payment to brokers, dealers, or others soliciting acceptances of the exchange offer except for reimbursement of mailing expenses.

We will pay the estimated cash expenses connected with the exchange offer. We estimate that these expenses will be approximately $500,000.

Transfer Taxes

If you tender outstanding notes for exchange you will not be obligated to pay any transfer taxes. However, if you instruct us to register new notes in the name of, or request that your notes not tendered or not accepted in the exchange offer be returned to, a person other than you, you will be responsible for paying any transfer tax owed.

You May Suffer Adverse Consequences if You Fail to Exchange Outstanding Notes

If you do not tender your outstanding notes, you will not have any further registration rights, except for the rights described in the registration rights agreements and described above, and your notes will continue to be subject to restrictions on transfer when we complete the exchange offer. Accordingly, if you do not tender your notes in the exchange offer, your ability to sell your notes could be adversely affected. Once we have completed the exchange offer, holders who have not tendered notes will not continue to be entitled to any increase in interest rate that the indenture provides for if we do not complete the exchange offer.

Holders of the notes issued in the exchange offer and notes that are not tendered in the exchange offer will vote together as a single class under the indenture.

Consequences of Exchanging Outstanding Notes

If you make the representations that we discuss above, we believe that you may offer, sell or otherwise transfer the new notes to another party without registration of your notes or delivery of a prospectus.

We base our belief on interpretations by the staff of the Commission in no- action letters issued to third parties. If you cannot make these representations, you cannot rely on this interpretation by the Commission's staff and you must comply with the registration and prospectus delivery requirements of the Securities Act in connection with a resale of the notes. A broker-dealer that receives new notes for its own account in exchange

33

for its outstanding notes must acknowledge that it acquired as a result of market-making activities or other trading activities and that it will deliver a prospectus in connection with any resale of the new notes. Broker-dealers who can make these representations may use this exchange offer prospectus, as supplemented or amended, in connection with resales of notes issued in the exchange offer.

However, because the Commission has not issued a no-action letter in connection with this exchange offer, we cannot be sure that the staff of the Commission would make a similar determination regarding the exchange offer as it has made in similar circumstances.

Shelf Registration

The registration rights agreement also requires that we file a shelf registration statement if:

(1) we cannot file a registration statement for the exchange offer because the exchange offer is not permitted by law,

(2) law or Commission policy prohibits a holder from participating in the exchange offer,

(3) a holder cannot resell the notes it acquires in the exchange offer without delivering a prospectus and this prospectus is not appropriate or available for resales by the holder, or

(4) a holder is a broker-dealer and holds notes acquired directly from us or one of our affiliates.

We will also register the notes under the securities laws of jurisdictions that holders may request before offering or selling notes in a public offering. We do not intend to register notes in any jurisdiction unless a holder requests that we do so.

Notes will be subject to restrictions on transfer until:

(1) a person other than a broker-dealer has exchanged notes in the exchange offer,

(2) a broker-dealer has exchanged notes in the exchange offer and sells them to a purchaser that receives a prospectus from the broker- dealer on or before the sale,

(3) the notes are sold under an effective shelf registration statement that we have filed, or

(4) the notes are sold to the public under Rule 144 of the Securities Act.

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SELECTED HISTORICAL FINANCIAL DATA

The following table presents historical financial data for Mrs. Fields' Original Cookies, Inc. and subsidiaries and its predecessors; namely, Mrs. Fields Inc. and subsidiaries, The Original Cookie Company, Incorporated and the pretzel business of Hot Sam Company, Inc. as of the dates and for the periods indicated. The results of operations for the periods December 31, 1995 through September 17, 1996 and September 18, 1996 through December 28, 1996 are not indicative of the results for the full fiscal year. The selected historical financial data has been derived from the audited financial statements of Mrs. Fields and its predecessors. Due to the acquisitions of the net assets of Mrs. Fields Inc., Original Cookie and Hot Sam on September 17, 1996, the financial data is not comparable for all periods. However, in order for the presentations to be meaningful for the periods presented, some of the statement of operations information for the predecessors has been reclassified to be consistent with the Mrs. Fields historical financial statement presentation. Mrs. Fields and its predecessors operate using a 52/53-week year ending near December 31. The selected historical financial data should be read in conjunction with "Management's Discussion and Analysis of Financial Condition and Results of Operations" and the historical financial statements and related notes, contained elsewhere in this prospectus.

                                                    Predecessors
                         ----------------------------------------------------------------------------
                                                                        The Original Cookie
                                                                       Company, Incorporated
                                                                          and the Carved-
                                                                        out Portion of Hot
                         Mrs. Fields Inc. and Subsidiaries         Sam Company, Inc. (Combined)
                         --------------------------------------   -----------------------------------
                                                     December                               December
                            52 Weeks Ended           31, 1995        52 Weeks Ended         31, 1995
                         -----------------------     through      ----------------------    through
                          December     December     September      December    December    September
                          31, 1994     30, 1995      17, 1996      31, 1994    30, 1995     17, 1996
                         -----------  ----------   ------------   ----------   ---------   ----------
                                                   (Dollars in thousands)
Statement of Operations
 Data:
Net store and fund
 sales.................. $    87,863  $   59,956   $     29,674   $   89,648   $  85,581    $  54,366
Net store
 contribution(1)........       8,083       6,591          3,797       13,912      13,063        5,854
Franchising and
 licensing, net.........       7,241       5,993          3,786          --          --           --
General and
 administrative
 expenses...............      16,379      15,612          8,984       12,546       9,216        7,538
Income (loss) from
 operations.............      (1,691)     (3,526)        (1,742)        (750)      2,435       (2,772)
Net loss................      (5,320)     (2,368)        (2,304)      (5,355)     (2,096)      (5,645)
Other Data:
Cash flows from
 operating activities...       1,728      (4,478)          (447)       3,699       4,451         (378)
Cash flows from
 investing activities...      (2,030)      2,526           (385)      (3,779)       (568)      (1,200)
Cash flows from
 financing activities...        (732)       (185)           (58)       3,134      (4,599)      (1,380)
Interest expense........       2,155          51             80        4,381       4,356        2,895
Total depreciation and
 amortization...........       4,415       3,525          1,911        7,423       6,902        4,937
Capital expenditures....       4,895       4,146          1,054        3,779         568        1,200
EBITDA(2)...............       2,724          (1)           169        6,673       9,337        2,165
Store contribution for
 stores in the process
 of being closed or
 franchised(1).......... $       319  $     (802)  $       (695)  $     (542)  $  (1,542)   $  (1,751)
Ratio of earnings to
 fixed charges(3).......         --          --             --           --          --           --
Balance Sheet Data:
Working capital
 (deficit).............. $    (1,067) $   (3,114)  $    (21,704)  $      (46)  $     128    $  (3,640)
Total assets............      30,128      23,033         19,144       74,490      66,282       59,024
Debt and capital lease
 obligations, including
 current portion........      22,850      21,226         21,224       36,956      32,357       30,977
Total stockholders'
 equity (deficit).......     (25,419)    (28,017)       (30,318)      24,684      22,588       16,943

See footnotes on page 36

35

                                               Mrs. Fields
                          ------------------------------------------------------
                          September 18,  53 Weeks   52 Weeks  26 Weeks  26 Weeks
                          1996 through    Ended      Ended     Ended     Ended
                          December 28,  January 3, January 2, July 4,   July 3,
                              1996         1998       1999      1998      1999
                          ------------- ---------- ---------- --------  --------
                                         (Dollars in thousands)
Statement of Operations
 Data:
Net store and food
 sales..................    $ 40,849     $127,845   $140,235  $ 56,687  $ 71,915
Net store
 contribution(1)........       9,707       25,044     20,166     6,915     8,686
Franchising and
 licensing, net.........       1,267        6,563     14,001     2,971    11,562
General and
 administrative
 expenses...............       4,035       16,192     19,017     8,587    10,873
Store closure
 provision..............         --           538      7,303       --        --
Income (loss) from
 operations.............       5,649        8,415     (5,389)   (1,536)     (945)
Net income (loss).......       1,961         (974)   (19,143)   (7,301)  (10,099)
Other Data:
Cash flows from
 operating activities...       7,609          919      9,429    (3,306)    2,708
Cash flows from
 investing activities...     (21,131)     (15,505)   (40,894)   (4,270)   (2,704)
Cash flows from
 financing activities...      20,231       24,164     19,929      (445)     (110)
Interest expense........       1,867        7,830     13,197     5,626     8,686
Total depreciation and
 amortization...........       2,344       10,403     19,820     6,197    11,263
Capital expenditures....       1,638        4,678      8,235     3,342     2,604
EBITDA(2)...............       7,993       18,818     14,431     4,661    10,318
Store contribution for
 stores in the process
 of being closed or
 franchised(1)..........    $    513     $ (1,798)  $ (2,054) $ (1,605) $   (863)
Ratio of earnings to
 fixed charges(3).......        2.85x         --         --        --        --
Balance Sheet Data:
Working capital
 (deficit)..............    $ (2,889)    $ 13,133   $(12,727) $  8,844  $(13,434)
Total assets............     110,055      149,684    231,906   137,408   219,313
Mandatorily redeemable
 cumulative preferred
 stock of subsidiaries..       3,597          902      1,261     1,081     1,440
Line of credit, debt and
 capital lease
 obligations, including
 current portion........      67,563      101,081    150,989   100,815   151,026
Total stockholder's
 equity.................      16,961       30,765     40,678    23,464    32,579

                                              Predecessors
                         ---------------------------------------------------------
                                                           The Original Cookie
                                                          Company, Incorporated
                                                       and the Carved-out Portion
                                                                 of Hot
                            Mrs. Fields Inc. and            Sam Company, Inc.
                                Subsidiaries                   (Combined)
                         ----------------------------- ---------------------------
                                             December                    December
                          52 Weeks Ended     31, 1995   52 Weeks Ended   31, 1995
                         ------------------   through  -----------------  through
                         December  December  September December December September
                         31, 1994  30, 1995  17, 1996  31, 1994 30, 1995 17, 1996
                         --------  --------  --------- -------- -------- ---------
                                         (Dollars in thousands)
EBITDA Data:
Income (loss) from
 operations............. $(1,691)  $(3,526)   $(1,742)  $ (750)  $2,435   $(2,772)
ADD:
 Depreciation and
  amortization..........   4,415     3,525      1,911    7,423    6,902     4,937
                         -------   -------    -------   ------   ------   -------
 EBITDA................. $ 2,724   $    (1)   $   169   $6,673   $9,337   $ 2,165
                         =======   =======    =======   ======   ======   =======

                                              Mrs. Fields
                         ------------------------------------------------------
                         September 18,  53 Weeks   52 Weeks  26 Weeks  26 Weeks
                         1996 through    Ended      Ended     Ended     Ended
                         December 28,  January 3, January 2, July 4,   July 3,
                             1996         1998       1999      1998      1999
                         ------------- ---------- ---------- --------  --------
                                        (Dollars in thousands)
EBITDA Data:
Income (loss) from
 operations.............    $5,649      $ 8,415    $(5,389)  $(1,536)  $  (945)
ADD:
 Depreciation and
  amortization..........     2,344       10,403     19,820     6,197    11,263
                            ------      -------    -------   -------   -------
EBITDA..................    $7,993      $18,818    $14,431   $ 4,661   $10,318
                            ======      =======    =======   =======   =======


(1) Store contribution is determined by subtracting all store operating expenses including depreciation from net store sales. Management uses store contribution information to measure operating performance at the store level. Store contribution for stores in the process of being closed or franchised as a separate caption is not in accordance with generally accepted accounting principles. Store contribution may not be comparable to other similarly titled measures reported by other companies.
(footnotes continue on next page)

36

(2) EBITDA consists of earnings before depreciation, amortization, interest, income taxes, minority interest, preferred stock accretion and dividends of subsidiaries and other income or expense. EBITDA is not intended to represent cash flows from operations as defined by generally accepted accounting principles and should not be considered as an alternative to net income (loss) as an indicator of operating performance or to cash flows as a measure of liquidity. EBITDA has been included in this prospectus because it is one of the indicators upon which Mrs. Fields assesses its financial performance and its capacity to service its debt (see footnote 3 below). EBITDA may not be comparable to similarly titled measures reported by other companies.

(3) For purposes of computing the ratio of earnings to fixed charges, earnings consist of income before income taxes plus fixed charges. Fixed charges consist of interest expense on all indebtedness (whether paid or accrued and net of debt premium amortization), including the amortization of debt issuance costs and original issue discount, noncash interest payments, the interest component of any deferred payment obligations, the interest component of all payments associated with capital lease obligations, letter of credit commissions, fees or discounts and the product of all dividends and accretion on mandatorily redeemable cumulative preferred stock multiplied by a fraction, the numerator of which is one and the denominator of which is one minus the current combined federal, state and local statutory tax rate. For fiscal years 1994 and 1995 and the period December 31, 1995 through September 17, 1996, Mrs. Fields Inc. and subsidiaries' earnings were insufficient to cover fixed charges by $5,129,000, $2,127,000 and $2,099,000, respectively. For fiscal years 1994 and 1995 and the period December 31, 1995 through September 17, 1996, Original Cookie and Hot Sam (combined) earnings were insufficient to cover fixed charges by $5,131,000, $1,833,000 and $5,645,000, respectively. For the 53 weeks ended January 3, 1998 and the 52 weeks ended January 2, 1999, Mrs. Fields' earnings were insufficient to cover fixed charges by $319,000 and $18,827,000, respectively. For the 26 weeks ended July 4, 1998 and July 3, 1999, Mrs. Fields' earnings were insufficient to cover fixed charges by $7,287,000 and $9,889,000, respectively.

37

MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION
AND RESULTS OF OPERATIONS

Overview

In 1996, an investor group led by Capricorn Investors II, L.P. formed Mrs. Fields' Original Cookies, Inc. and The Mrs. Fields' Brand, Inc. as subsidiaries of Mrs. Fields' Holding Company, Inc.

On September 17, 1996, Mrs. Fields initiated operations when it purchased substantially all of the assets and assumed certain liabilities of Mrs. Fields Inc. and subsidiaries, The Original Cookie Company, Incorporated and the pretzel business of Hot Sam Company, Inc.

Mrs. Fields set out to increase sales and profitability of its cookie and pretzel operations by implementing key elements of its business plan coupled with strategic acquisitions. A key element of the business plan is closing or franchising certain company-owned stores that do not meet specific financial and geographical criteria established by management. Implementation of this element of the business plan is expected to result in enhanced operating margins as these stores are franchised or closed. In some of our tables we refer to stores not planned to be franchised or closed as "core" stores, meaning continuing company-owned stores. Continuing company-owned stores will be operated by Mrs. Fields into the foreseeable future. As a result of converting certain stores to franchises, royalty revenues are expected to increase and net store sales and overhead expenses associated with operating those stores are expected to be reduced.

As Mrs. Fields exits stores it has identified for closure through closing or franchising, results from operations are expected to improve on both a short- term and long-term basis. With respect to these specific stores both ongoing operating losses and negative cash flows are expected to cease.

Cash payments to landlords for early lease termination costs negatively impact our immediate liquidity position. However, our overall financial position is expected to be strengthened over time as cash flows from operating activities increase. As cash is used to fund the store closure plans, corresponding store closure reserves are reduced which has a neutral impact on working capital and financial position. Should Mrs. Fields' cost estimates for exiting the remaining stores not prove sufficient, it would have a negative impact on both liquidity and results of operations.

Mrs. Fields believes that it has sufficient liquidity to complete its store closure plans. A complete analysis of Mrs. Fields' store closure plans is included in Note 5 to the Consolidated Financial Statements.

Mrs. Fields is pursuing growth in both its cookie and pretzel businesses through strategic acquisitions. Management expects that significant operating synergies, expense leveraging and geographic market share can be achieved through targeted acquisitions. On July 25, 1997, a subsidiary of Mrs. Fields' Holding, Mrs. Fields' Pretzel Concepts, Inc., acquired substantially all of the assets and assumed liabilities of H&M Concepts Ltd. Co., the largest franchisee of Pretzel Time, Inc. On September 2, 1997, Mrs. Fields' Holding acquired 56% of the common stock of Pretzel Time, the franchisor of the Pretzel Time concept.

On November 26, 1997, Mrs. Fields received as a contribution from Mrs. Fields' Holding all of the common stock of The Mrs. Fields' Brand, Inc., the business of Mrs. Fields' Pretzel Concepts and 56% of the shares of common stock of Pretzel Time. On January 2, 1998 and June 12, 1998, Mrs. Fields acquired an additional 4% and 10%, respectively, of Pretzel Time common stock, bringing its total ownership to 70%. On December 9, 1998, Mrs. Fields purchased three percent of Pretzel Time common stock for $0.5 million in cash and on December 30, 1998 Mrs. Fields completed the acquisition of the remaining outstanding common stock of Pretzel Time under a stock purchase agreement, for a purchase price of approximately $4.7 million.

On August 24, 1998, Mrs. Fields acquired all of the outstanding capital stock and subordinated indebtedness of Cookies USA, the parent company of Great American Cookie Company, Inc., for a total purchase price of $18.4 million. Mrs. Fields also retired approximately $38.9 million of outstanding Great

38

American notes. Concurrently, Cookies USA was merged into Mrs. Fields, at which time Great American became a wholly owned subsidiary of Mrs. Fields. At the same time Mrs. Fields also purchased the stock of two Great American franchisees, Deblan Corporation and Chocolate Chip Cookies of Texas, Inc., together owning and operating 29 Great American franchised stores, for total consideration of $14.4 million. Deblan and Chocolate Chip were merged into Great American at that time. On September 9, 1998, Mrs. Fields acquired eight Great American franchise stores from a Great American franchisee ("Karp"), for a purchase price of $1.9 million.

On October 5, 1998, Mrs. Fields purchased all of the retail cookie and related business and operations of eleven Great American franchise stores from a Great American franchisee ("Cookie Conglomerate") for a total purchase price of $2.8 million.

On November 19, 1998, Mrs. Fields, under a stock purchase agreement among Pretzelmaker Holdings, Inc., holders of all outstanding capital stock of Pretzelmaker, and Mrs. Fields, acquired all of the outstanding capital stock of Pretzelmaker for $5.7 million, including $5.4 million related to outstanding capital stock and $320,000 related to severance payments in lieu of outstanding stock options, and assumed liabilities totaling $1.3 million.

Year 2000

Management has assessed the Year 2000 issue and has determined that all internal information technology systems including financial software, corporate networks, the AS400 system and all other systems are Year 2000 compliant with the exception of systems used for collecting and communicating sales data from retail locations. This assessment was based primarily on independent, third- party verification from Mrs. Fields' vendors and suppliers.

Mrs. Fields is currently replacing its sales collection systems with software and hardware that is Year 2000 compliant. Programming and development of the software is complete and has been installed in approximately 80% of its stores. Mrs. Fields projects installation will be complete by September 1999. The estimated cost of this project is $1.9 million and includes software development and new store computers and registers. The costs to complete this project are included in Mrs. Fields' 1999 budget. Funding for this project is being provided by internal cash flow and by a lease finance company.

Upgrades of the plant production and distribution software were completed in the first and second quarters of 1999 at an estimated cost of $10,000. No information technology projects have been deferred as a result of Mrs. Field's Year 2000 efforts.

Mrs. Fields is not dependent on the proper operation of the sales collection systems to run the day-to-day operations of the business. Therefore, failure or malfunction of these systems due to untimely or incomplete remediation would not have a material adverse effect on its results of operations.

Mrs. Fields has assessed Year 2000 issues with respect to its significant vendors and financial institutions as to their compliance plans and whether any Year 2000 issues will impede the ability of such vendors to continue providing goods and services to Mrs. Fields. Failure of Mrs. Fields' key suppliers to remedy their own Year 2000 issues could delay shipments of essential products, thereby disrupting Mrs. Fields' operations. Furthermore, Mrs. Fields relies on various service providers, such as utility and telecommunication service companies, which are beyond its control. Based upon the results of the assessment, Mrs. Fields is not aware of any Year 2000 issues relating to its significant vendors, financial institutions or its non-information technology systems.

Mrs. Fields does not have a contingency plan in place to address untimely or incomplete remediation of Year 2000 issues, but it is currently developing contingency plans. These contingency plans are expected to address issues related to significant vendors and financial institutions.

39

Results of Operations of Mrs. Fields and its Predecessors

The following table shows, for the periods indicated, information relating to the operations of Mrs. Fields and its predecessors expressed in thousands of dollars and percentage changes from period to period. Annual data in the table reflects the combined results of the predecessors (for the period December 31, 1995 through September 17, 1996) and Mrs. Fields (for the period September 18, 1996 through December 28, 1996) and the consolidated results of Mrs. Fields for the 53 weeks ended January 3, 1998 ("fiscal year 1997"), for the 52 weeks ended January 2, 1999 ("fiscal year 1998") and for the 26 weeks ended July 4, 1998 and July 3, 1999. In order for the presentations to be comparable, some of the historical financial statement information for the predecessors has been reclassified to be consistent with the Mrs. Fields historical financial statement presentation.

                                                                                 For the 26 Weeks
                                                   % of                               Ended
                                       For the 53 Change                % of     -----------------
                           For the 52    Weeks     from    For the 52  Change                       % Change
                          Weeks Ended    Ended     1996    Weeks Ended  from                          from
                          December 28, January 3,   to     January 2,  1997 to   July 4,  July 3,   1998 to
                              1996        1998     1997       1999      1998      1998      1999      1999
                          ------------ ---------- ------   ----------- -------   -------  --------  --------
                                                     (dollars in thousands)
Statement of Operations
 Data:
Revenues:
 Net store and food
  sales.................    $126,330    $127,845    1.2 %   $140,235       9.7 % $58,687  $ 71,915    22.5 %
 Franchising, net.......       3,447       4,535   31.6       12,464     174.8     2,971    11,562   289.2
 Licensing, net.........       1,656       2,028   22.5        1,537     (24.2)      683       688     0.7
                            --------    --------            --------             -------  --------
 Total revenues.........     131,433     134,408    2.3      154,236      14.8    62,341    84,165    35.0
                            --------    --------            --------             -------  --------
Operating costs and
 expenses:
 Selling and store
  occupancy costs.......      69,209      66,832   (3.4)      75,003      12.2    33,908    41,118    21.3
 Cost of sales..........      31,340      32,028    2.2       38,482      20.2    15,185    21,856    43.9
 General and
  administrative
  expenses..............      20,557      16,192  (21.2)      19,017      17.4     8,587    10,873    26.6
 Store closure
  provision.............         --          538    --         7,303   1,257.4       --        --      --
 Depreciation and
  amortization..........       9,192      10,403   13.2       19,820      90.5     6,197    11,263    81.7
                            --------    --------            --------             -------  --------
 Total operating costs
  and expenses..........     130,298     125,993   (3.3)     159,625      26.7    63,877    85,110    33.2
Interest expense........      (4,842)     (7,830)  61.7      (13,197)     68.5    (5,626)   (8,686)   54.4
Interest income.........         141         246   74.4          623     153.3       417        78   (81.3)
Other income (expense)..      (2,422)     (1,805) (25.5)      (1,180)    (34.6)     (556)     (546)   (1.8)
                            --------    --------            --------             -------  --------
Net loss................    $ (5,988)   $   (974) (83.7)%   $(19,143)  1,865.4 % $(7,301) $(10,099)   38.3 %
                            ========    ========            ========             =======  ========
Supplemental
 Information:
Continuing company-owned
 stores:
 Net store and food
  sales.................    $ 95,635    $108,174   13.1 %   $122,713      13.4 % $51,695  $ 63,905    23.6 %
                            --------    --------            --------             -------  --------
Operating costs and ex-
 penses:
 Selling and store
  occupancy costs.......      44,963      50,858   13.1       60,900      19.7    27,550    34,866    26.6
 Cost of sales..........      24,499      26,578    8.5       33,621      26.5    13,204    14,962    13.3
 Depreciation and
  amortization..........       4,932       3,896  (21.0)       5,972      53.3     2,421     4,528    87.0
                            --------    --------            --------             -------  --------
 Total operating costs
  and expenses..........      74,394      81,332    9.3      100,493      23.6    43,175    54,356    25.9
                            --------    --------            --------             -------  --------
Continuing company-owned
 store contribution.....    $ 21,241    $ 26,842   26.4 %   $ 22,220     (17.2)% $ 8,520  $  9,549    12.1 %
                            ========    ========            ========             =======  ========
Stores in the Process of
 Being Closed or
 Franchised:
Net store and food
 sales..................    $ 30,695    $ 19,671  (35.9)%   $ 17,522     (10.9)% $ 6,992  $  8,010    14.6 %
                            --------    --------            --------             -------  --------
Operating costs and
 expenses:
 Selling and store
  occupancy costs.......      24,246      15,974  (34.1)      14,103     (11.7)    6,358     6,252    (1.7)
 Cost of sales..........       6,841       5,450  (20.3)       4,861     (10.8)    1,981     2,431    22.7
 Depreciation and
  amortization..........       1,541          45  (97.1)         612   1,260.0       258       190   (26.4)
                            --------    --------            --------             -------  --------
 Total operating costs
  and expenses..........      32,628      21,469  (34.2)      19,576      (8.8)    8,597     8,873     3.2
                            --------    --------            --------             -------  --------
Stores in the process of
 being closed or
 franchised negative
 contribution...........    $ (1,933)   $ (1,798)  (7.0)    $ (2,054)     14.2 % $(1,605) $   (863)  (46.2)%
                            ========    ========            ========             =======  ========

40

26 Weeks Ended July 3, 1999 Compared to the 26 Weeks Ended July 4, 1998

As of July 3, 1999, there were 492 Company-owned stores and 1,001 franchised or licensed stores in operation. The store activity for the 26 weeks ended July 3, 1999 is summarized as follows:

Company-owned and Franchised or Licensed Store Activity

                                          July 3, 1999         July 4, 1998
                                      -------------------- --------------------
                                      Company- Franchised  Company- Franchised
                                       Owned   or Licensed  Owned   or Licensed
                                      -------- ----------- -------- -----------
Stores open as of the beginning of
 the 26 weeks ended..................   566         972      481        553
  Stores opened (including
   relocations)......................    10          49        5         42
  Stores closed (including
   relocations)......................   (23)        (38)      (7)       (42)
  Stores sold to franchisees.........    (7)          7       (1)         1
  Non-core (exit plan) stores closed
   (September 18, 1996 forward)......   (43)        --        (8)       --
  Non-core (exit plan) stores
   franchised (September 18, 1996
   forward)..........................   (14)         14      (11)        11
  Stores acquired from franchisees...     3          (3)      11        (11)
                                        ---       -----      ---        ---
Stores open as of the end of the 26
 weeks ended.........................   492       1,001      470        554
                                        ===       =====      ===        ===

Revenues

Net Store and Food Sales. Total net store sales increased $13,228,000, or 22.5%, from $58,687,000 to $71,915,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998.

Net store sales from core stores increased $12,210,000, or 23.6%, from $51,695,000 to $63,905,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998. The increase in net store sales from core stores was primarily attributable to the operation of 66 Great American and 2 Pretzelmaker core stores obtained in connection with the acquisitions in August and November 1998, respectively.

Net store sales from stores in the process of being closed or franchised increased $1,018,000, or 14.6%, from $6,992,000 to $8,010,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998. This increase results from the addition of 41 to be closed stores and 13 to be franchised stores in the fourth quarter 1998.

Franchising Revenues. Franchising revenues increased $8,591,000, or 289.2%, from $2,971,000 to $11,562,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998. The increase in franchising revenues was primarily attributable to batter sales made to franchisees from the Atlanta batter facility purchased in August 1998 and the addition of 201 Great American and 205 Pretzelmaker franchisees due to the acquisitions of these companies in August and November 1998, respectively.

Licensing Revenues. Licensing revenues increased $5,000, or 0.7%, from $683,000 to $688,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998.

Operating Costs and Expenses

Selling and Store Occupancy Costs. Total selling and store occupancy costs increased $7,210,000, or 21.3%, from $33,908,000 to $41,118,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998.

Selling and store occupancy costs for core stores increased by $7,316,000, or 26.6%, from $27,550,000 to $34,866,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998. Within this

41

overall increase, selling expenses increased by $4,047,000, or 34.1%, from $11,865,000 to $15,912,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998. Store occupancy costs increased $2,112,000, or 18.3%, from $11,569,000 to $13,681,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998. These increases were primarily attributable to the 66 Great American and 2 Pretzelmaker core stores obtained in connection with the acquisitions in August and November 1998, respectively, coupled with lease renewal increases.

Selling and store occupancy costs for stores in the process of being closed or franchised decreased $106,000, or 1.7%, from $6,358,000 to $6,252,000 for the 26 weeks ended July 3, 1999 compared to the 13 weeks ended July 4, 1998. This decrease was primarily the result of closing or franchising 57 stores during the 26 weeks ended July 3, 1999.

Cost of Sales. Total food cost of sales increased $6,671,000, or 43.9%, from $15,185,000 to $21,856,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998.

Food cost of sales for core stores increased $1,758,000, or 13.3%, from $13,204,000 to $14,962,000 for the 26 weeks ended July 3, 1999. This increase was primarily the result of the addition of 66 Great American and 2 Pretzelmaker core stores in August and November 1998, respectively.

Food cost of sales for stores in the process of being closed or franchised increased $450,000, or 22.7%, from $1,981,000 to $2,431,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998. This increase was primarily the result of the addition of 41 to be closed stores and 13 to be franchised stores in the fourth quarter 1998.

General and Administrative Expenses. General and administrative expenses increased $2,286,000, or 26.6%, from $8,587,000 to $10,873,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998. The increase in general and administrative expenses was primarily attributable to the acquisitions of Great American and Pretzelmaker. During the 26 weeks ended July 3, 1999, the Company incurred unanticipated consulting and other costs related to the Company's product offering and marketing programs as well as additional compensation and other expenses incurred by the Company due to the resignation of its Chief Financial Officer.

Depreciation and Amortization. Total depreciation and amortization expense increased by $5,066,000, or 81.7%, from $6,197,000 to $11,263,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998. This increase was primarily attributable to increased goodwill and fixed assets from the Great American and Pretzelmaker acquisitions.

Depreciation and amortization expense for core stores increased $2,107,000, or 87.0%, from $2,421,000 to $4,528,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998. This increase in depreciation and amortization expense was primarily attributable to the acquisitions of 66 Great American and 2 Pretzelmaker core stores in August and November 1998, respectively.

Interest Expense. Interest expense increased $3,060,000, or 54.4%, from $5,626,000 to $8,686,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998. This increase was primarily attributable to interest on the $40,000,000 in high yield notes, which were issued in August 1998.

Interest Income. Interest income decreased $339,000, or 81.3%, from $417,000 to $78,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998. This decrease was primarily the result of interest income earned in 1998 on excess cash provided by the $100,000,000 in high yield notes which were put in place in November 1997 that was not earned in fiscal 1999.

Other Expenses. Other expenses for the 26 weeks ended July 3, 1999 were comparable to the 26 weeks ended July 4, 1998.

42

Net Loss. The net loss increased by $2,798,000, or 38.3%, from $7,301,000 to $10,099,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998 due to the combination of factors described above.

Contribution from Core Stores. Contribution from core stores increased by $1,029,000, or 12.1%, from $8,520,000 to $9,549,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998, primarily due to the operation of 66 Great American and 2 Pretzelmaker core stores obtained in connection with the acquisitions in August and November 1998, respectively.

Negative Contribution from Stores in the Process of Being Closed or Franchised. The negative contribution from stores in the process of being closed or franchised decreased by $742,000, or 46.2%, from $1,605,000 to $863,000 for the 26 weeks ended July 3, 1999 compared to the 26 weeks ended July 4, 1998. This decrease was primarily the result of closing 43 stores and franchising 14 stores during the 26 weeks ended July 3, 1999 and the effect of closing or franchising 19 stores during the 26 weeks ended July 4, 1998. In addition, 22 stores were closed and 4 franchised over the remainder of fiscal year 1998, which were in operation during the 26 weeks ended July 4, 1998.

52 Weeks Ended January 2, 1999 Compared to the 53 Weeks Ended January 3, 1998

Company-owned and Franchised or Licensed Store Activity

As of January 2, 1999, there were 566 company-owned stores and 972 franchised or licensed stores in operation. The store activity for the 53 weeks ended January 3, 1998 ("fiscal 1997") and the 52 weeks ended January 2, 1999 ("fiscal 1998") is summarized as follows:

                                           Fiscal 1997          Fiscal 1998
                                       -------------------- --------------------
                                       Company- Franchised  Company- Franchised
                                        owned   or Licensed  Owned   or Licensed
                                       -------- ----------- -------- -----------
Stores open as of the beginning of
 the fiscal year.....................    482        418       481        553
Stores opened (including relocations
 and acquisitions)...................     86        217       128        504
Stores closed (including
 relocations)........................     (7)       (89)      (20)       (78)
Non-continuing company-owned (exit
 plan) stores closed (September 18,
 1996 forward).......................    (73)       --        (30)       --
Stores sold to franchisees...........     (3)         3       (11)        11
Non-continuing company-owned (exit
 plan) stores franchised (September
 18, 1996 forward)...................     (9)         9       (15)        15
Stores acquired from franchisees.....      5         (5)       33        (33)
                                         ---        ---       ---        ---
Stores open as of the end of the fis-
 cal year............................    481        553       566        972
                                         ===        ===       ===        ===

Revenues

Net Store and Food Sales. Total net store and food sales, which includes sales from stores and the mail order facility, increased $12,390,000, or 9.7%, from $127,845,000 to $140,235,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998.

Net store sales from continuing company-owned stores and mail order increased $14,539,000, or 13.4%, from $108,174,000 to $122,713,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998. The increase in net store sales from continuing company-owned stores was primarily attributable to:

(1) the operation of 85 Pretzel Time continuing company-owned stores acquired in connection with the acquisition of H&M and Pretzel Time in July 1997,

(2) the operation of 65 Great American stores acquired in connection with the acquisitions of Great American, Deblan, Chocolate Chip, and Karp in August and September 1998, and

43

(3) a 35.5% increase in mail order sales.

This increase in net store sales from continuing company-owned stores was offset in part by the negative effect of a calendar shift. Mrs. Fields' year end was December 28 in 1996 and January 3, 1998 in 1997. As a result, the New Year's holiday week fell in the first quarter of fiscal 1997 and again in the fourth quarter of fiscal 1997. The first quarter of 1998 did not benefit from the New Year's holiday sales.

The increase in net store sales was also offset in part by negative same store sales. Based on stores that have been open for at least two years (adjusted for the calendar shift), system-wide continuing company-owned store sales were down 1.8% during the 52 weeks ended January 2, 1999 compared to the same period in fiscal 1997. Additionally, there were only 52 weeks in fiscal 1998 compared to 53 weeks in fiscal 1997.

Net store sales from stores in the process of being closed or franchised decreased $2,149,000, or 10.9%, from $19,671,000 to $17,522,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998. This decrease results from closing or franchising 45 stores during the 52 weeks ended January 2, 1999 and the effect of closing or franchising 82 stores during the 53 weeks ended January 3, 1998.

Franchising Revenues. Franchising revenues increased $7,929,000, or 174.8%, from $4,535,000 to $12,464,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998. The increase in franchising revenues was primarily attributable to royalties earned from 141 Pretzel Time franchised stores obtained in connection with the acquisition of H&M and Pretzel Time in 1997, the 211 Great American franchised stores obtained in connection with the acquisitions of Great American, Deblan, Chocolate Chip and Karp in August and September 1998 and the 199 Pretzelmaker franchised stores acquired in November 1998.

Licensing Revenues. Licensing revenues decreased $491,000, or 24.2%, from $2,028,000 to $1,537,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998. The decrease in licensing revenues was primarily attributable to reduced concept licensing royalties.

Total Revenues. Total revenues increased by $19,828,000, or 14.8%, from $134,408,000 to $154,236,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998 due to the reasons discussed above.

Operating Costs and Expenses

Selling and Store Occupancy Costs. Total selling and store occupancy costs increased $8,171,000, or 12.2%, from $66,832,000 to $75,003,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998.

Selling and store occupancy costs for continuing company-owned stores increased by $10,042,000, or 19.7%, from $50,858,000 to $60,900,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998. Within this overall increase, selling expenses for continuing company-owned stores increased by $4,836,000, or 21.9%, from $22,094,000 to $26,930,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998. The increase in selling expenses was primarily attributable to the 85 Pretzel Time continuing company-owned stores acquired in connection with the acquisitions of H&M and Pretzel Time in 1997, the 65 Great American continuing company-owned stores acquired in connection with the acquisitions of Great American, Deblan, Chocolate Chip and Karp in August and September 1998, the 2 Pretzelmaker stores acquired in November 1998, and the effect of the minimum wage increasing to $5.15 from $4.75 on September 1, 1997. Store occupancy costs for continuing company-owned stores increased $5,206,000, or 18.1%, from $28,764,000 to $33,970,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998. The increase in store occupancy costs was primarily attributable to the increase in the number of stores discussed above, Mrs. Fields' reacquiring 33 continuing company-owned stores from franchisees during the 52 weeks ended January 2, 1999, rent escalations in existing leases and lease renewal increases.

44

Selling and store occupancy costs for stores in the process of being closed or franchised decreased $1,871,000, or 11.7%, from $15,974,000 to $14,103,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998. This decrease was primarily the result of closing or franchising 45 stores during the 52 weeks ended January 2, 1999 and the effect of closing or franchising 82 stores during the 53 weeks ended January 3, 1998.

Cost of Sales. Total cost of sales increased $6,454,000, or 20.2%, from $32,028,000 to $38,482,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998.

Cost of sales for continuing company-owned stores increased $7,043,000, or 26.5%, from $26,578,000 to $33,621,000 for the 52 weeks ended January 2, 1999. This increase was primarily the result of the addition of 85 Pretzel Time continuing company-owned stores in July 1997, 65 Great American continuing company-owned stores acquired in connection with the acquisitions of Great American, Deblan, Chocolate Chip and Karp in August and September 1998 and 2 Pretzelmaker stores acquired in November 1998. Cost of sales also increased due to the addition of the Great American batter facility in August 1998 which produces batter for the Great American stores, food costs associated with increased mail order sales and the increasing cost of butter. Butter is one of the main ingredients in a variety of our products and is a condiment for other products. The price of butter has increased from $0.78/lb. at the beginning of fiscal 1997 to a peak of $2.92/lb. in September 1998. Additionally, distribution costs increased during the 52 weeks ended January 2, 1999 as Mrs. Fields' changed distributors to improve product availability and the reliability of service to the stores.

Cost of sales for stores in the process of being closed or franchised decreased $589,000, or 10.8%, from $5,450,000 to $4,861,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998. This decrease was primarily the result of closing or franchising 45 stores during the 52 weeks ended January 2, 1999 and the effect of closing or franchising 82 stores during the 53 weeks ended January 3, 1998.

General and Administrative Expenses. General and administrative expenses increased $2,825,000, or 17.4%, from $16,192,000 to $19,017,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998. The increase in general and administrative expenses was primarily attributable to the acquisitions of H&M and Pretzel Time in 1997, the acquisitions of Great American, Deblan, Chocolate Chip, Karp and Pretzelmaker in 1998.

Store Closure Provision. During the fourth quarter of 1998, management reassessed its strategy with respect to acceptable levels of contribution from certain existing stores. This resulted in management setting out a plan to close or franchise 54 existing stores. Mrs. Fields recorded an additional $7,303,000 in store closure reserves to cover early lease termination costs. Management believes that the level of store closure reserves is adequate to provide for all closure costs for these stores.

Depreciation and Amortization Expense. Total depreciation and amortization expense increased by $9,417,000, or 90.5%, from $10,403,000 to $19,820,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998. This increase was primarily attributable to increased goodwill amortization from the acquisitions of H&M and Pretzel Time in fiscal 1997 and the acquisitions of Great American, Deblan, Chocolate Chip and Pretzelmaker in fiscal 1998.

For stores with negative contribution that were determined to be closed or franchised, Mrs. Fields wrote down the related long-lived assets to net realizable value. This expense is included in depreciation and amortization in the 1998 statement of operations and totaled $3,098,000. Mrs. Fields also assessed the realization of goodwill associated with these stores and recorded an impairment of goodwill totaling $1,033,000 during fiscal 1998.

Depreciation and amortization expense for continuing company-owned stores increased $ 2,076,000, or 53.3%, from $3,896,000 to $5,972,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998. This increase in depreciation and amortization expense was primarily attributable to the

45

addition of 85 Pretzel Time continuing company-owned stores in July 1997, 65 Great American continuing company-owned stores in August and September 1998 and the acquisition of 2 Pretzelmaker continuing company-owned stores in 1998.

Total Operating Costs and Expenses. Total operating costs and expenses increased by $33,632,000, or 26.7%, from $125,993,000 to $159,625,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998, for the reasons discussed above.

Interest Expense. Interest expense increased $5,367,000, or 68.5%, from $7,830,000 to $13,197,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998. This increase was primarily attributable to interest expense on the $100,000,000 notes that were placed in November 1997 and the $40,000,000 notes placed in August 1998.

Interest Income. Interest income increased $377,000, or 153.3%, from $246,000 to $623,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998. This increase was primarily the result of interest earned on excess cash provided by the $100,000,000 notes that were placed in November 1997 and the $40,000,000 notes placed in August 1998.

Other Expenses. Other expenses decreased $625,000, or 34.6%, from $1,805,000 to $1,180,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998. This decrease was primarily attributable to minority interest from the acquisitions of H&M and Pretzel Time in 1997 and a decrease in the income tax provision during the 52 weeks ended January 2, 1999.

Net Loss. The net loss increased by $18,169,000, or 1,865.4%, from $974,000 to $19,143,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998 due to the combination of factors described above.

Income from Continuing Company-Owned Stores. Income from continuing company- owned stores decreased by $4,622,000, or 17.2%, from $26,842,000 to $22,220,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998. Income from continuing company-owned stores was negatively impacted by a 1.8% decline in sales from stores that have been open at least two years and by the increases in selling and store occupancy costs, food cost of sales and depreciation and amortization described above. Income from continuing company- owned stores was also negatively impacted by a calendar shift whereby Mrs. Fields' year end was December 28 for fiscal 1996 and January 3, 1998 for fiscal 1997. As a result, the New Year's holiday week fell in the first quarter of 1997 and again in the fourth quarter fiscal 1997. The first quarter of fiscal 1998 did not benefit from the New Year's holiday sales. Additionally, there were only 52 weeks in fiscal year 1998 compared to 53 weeks in fiscal 1997.

Loss from Stores in the Process of Being Closed or Franchised. The loss from stores in the process of being closed or franchised increased by $256,000, or 14.2%, from $1,798,000 to $2,054,000 for the 52 weeks ended January 2, 1999 compared to the 53 weeks ended January 3, 1998. The increased loss was primarily attributable to the addition of 65 stores from the acquisitions of Great American, Deblan, Chocolate Chip and Karp in August and September 1998, offset in part by closing or franchising 45 stores during the 52 weeks ended January 2, 1999.

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53 Weeks Ended January 3, 1998 ("Fiscal Year 1997") Compared to the 52 Weeks Ended December 28, 1996 ("Fiscal Year 1996") (Comprised of the Mrs. Fields Inc., Original Cookie and Hot Sam Pre-Acquisition Period of December 31, 1995 through September 17, 1996 and the Mrs. Fields Post-Acquisition Period of September 18, 1996 through December 28, 1996)

Company-owned and Franchised or Licensed Store Activity

As of January 3, 1998, there were 481 company-owned stores and 553 franchised or licensed stores in operation. The store activity for the 52 weeks ended December 28, 1996 and the 53 weeks ended January 3, 1998 is summarized as follows:

                                          Fiscal 1996          Fiscal 1997
                                      -------------------- --------------------
                                      Company- Franchised  Company- Franchised
                                       owned   or Licensed  owned   or Licensed
                                      -------- ----------- -------- -----------
Stores open as of the beginning of
 the fiscal year.....................   540        415       482        418
Stores opened (including
 relocations)........................     5        118         3         76
Stores acquired through business
 acquisitions........................   --         --         83        141
Stores closed (including
 relocations)........................   (39)      (122)       (7)       (89)
Non-continuing company-owned (exit
 plan) stores closed (September 18,
 1996 forward).......................   (17)       --        (73)       --
Stores sold to franchisees...........    (9)         9        (3)         3
Non-continuing company-owned (exit
 plan) stores franchised (September
 18, 1996 forward)...................    (3)         3        (9)         9
Stores acquired from franchisees.....     5         (5)        5         (5)
                                        ---       ----       ---        ---
Stores open as of the end of the
 fiscal year.........................   482        418       481        553
                                        ===       ====       ===        ===

Revenues

Net Store and Food Sales. Total net store and food sales, which includes sales from stores and the mail order facility, increased $1,515,000, or 1.2%, from $126,330,000 to $127,845,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996.

Net store sales from continuing company-owned stores and mail order increased $12,539,000, or 13.1%, from $95,635,000 to $108,174,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996. The increase in net store sales from continuing company-owned stores was primarily attributable to the operation of Pretzel Time continuing company-owned stores obtained in connection with the acquisitions of H&M and Pretzel Time in July 1997 and an increase in average transaction amounts resulting from the introduction of product line extensions and aggressive marketing initiatives, offset in part by declining transaction counts in some of our product lines. Also, three new continuing company-owned stores were opened and five stores were acquired from franchises during the 53 weeks ended January 3, 1998.

Based on stores that have been open for at least two years (adjusted for the calendar shift), system-wide continuing company-owned store sales were up 0.8% during the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996.

Net store sales from stores in the process of being closed or franchised decreased $11,024,000, or 35.9%, from $30,695,000 to $19,671,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996. This decrease results from the partial year effect of closing 73 stores and franchising 7 (net) stores during fiscal year 1997 and the full year effect of closing 56 stores and franchising 7 (net) stores during fiscal year 1996.

Franchising Revenues. Franchising revenues increased $1,088,000, or 31.6%, from $3,447,000 to $4,535,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996. The

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increase in franchising revenues was primarily attributable to royalties earned from Pretzel Time franchised stores obtained in connection with the acquisitions of H&M and Pretzel Time coupled with new franchise openings in fiscal year 1997 and the full year effect of new franchise openings in fiscal year 1996.

Licensing Revenues. Licensing revenues increased $372,000, or 22.5%, from $1,656,000 to $2,028,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996. The increase in licensing revenues is primarily attributable to licensing fees earned on new license agreements entered into during the 53 weeks ended January 3, 1998, and increased royalties received from existing licensees.

Total Revenues. Total revenues increased by $2,975,000, or 2.3%, from $131,433,000 to $134,408,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996, for the reasons discussed above.

Operating Costs and Expenses

Selling and Store Occupancy Costs. Total selling and store occupancy costs decreased $2,377,000, or 3.4%, from $69,209,000 to $66,832,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996.

Selling and store occupancy costs for continuing company-owned stores increased by $5,895,000, or 13.1%, from $44,963,000 to $50,858,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996. Within this overall increase, selling expenses increased by $4,029,000, or 15.7%, from $25,650,000 to $29,679,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996. The increase in selling expenses was primarily attributable to an increase in the minimum wage during the third quarter of 1996 from $4.15 to $4.75 an hour and an increase in labor hours to support the increase in sales. Store occupancy costs increased $1,866,000, or 9.7%, from $19,313,000 to $21,179,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996. The increase in store occupancy costs was primarily attributable to the addition of Pretzel Time continuing company-owned stores in July 1997, and the opening of three continuing company-owned stores and acquiring five stores from franchises during the 53 weeks ended January 3, 1998 coupled with lease renewal increases.

Selling and store occupancy costs for stores in the process of being closed or franchised decreased $8,272,000, or 34.1%, from $24,246,000 to $15,974,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996. This decrease is primarily the result of closing 73 stores and franchising seven (net) stores during fiscal year 1997 and the full year effect of closing 56 stores and franchising seven (net) stores during fiscal year 1996.

Cost of Sales. Total cost of sales increased $688,000, or 2.2%, from $31,340,000 to $32,028,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996.

Cost of sales for continuing company-owned stores increased $2,079,000, or 8.5%, from $24,499,000 to $26,578,000 for the 53 weeks ended January 3, 1998. This increase is primarily the result of the addition in July 1997 of Pretzel Time continuing company-owned stores, offset by an aggressive product waste control program which was uniformly applied to all product lines early in the year. Additionally, Mrs. Fields re-negotiated certain vendor contracts to capitalize on Mrs. Fields' economies of scale.

Cost of sales for stores in the process of being closed or franchised decreased $1,391,000, or 20.3%, from $6,841,000 to $5,450,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996. This decrease is primarily the result of closing 73 stores and franchising seven
(net) stores during fiscal year 1997 and the full year effect of closing 56 stores and franchising seven (net) stores during fiscal year 1996.

General and Administrative Expenses. General and administrative expenses decreased $4,365,000, or 21.2%, from $20,557,000 to $16,192,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks

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ended December 28, 1996. The decrease in expenses was primarily attributable to the cost savings achieved by combining the operations of Mrs. Fields Inc. and subsidiaries, Original Cookie, Hot Sam and Pretzel Time which resulted in:

(1) reduced headcount with corresponding decreases in administrative salaries and benefits;

(2) decreased professional service fees, including legal and accounting services; and

(3) decreased corporate office expenditures, including general insurance, repairs and maintenance and utilities as a direct result of closing the Original Cookie and Hot Sam headquarters in Cleveland, Ohio, the Pretzel Time headquarters in Harrisburg, Pennsylvania and the H&M headquarters in Boise, Idaho.

Depreciation and Amortization Expense. Total depreciation and amortization expense increased by $1,211,000, or 13.2%, from $9,192,000 to $10,403,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996.

Depreciation and amortization expense for continuing company-owned stores decreased $1,036,000, or 21.0%, from $4,932,000 to $3,896,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996. The decrease in depreciation and amortization expense was primarily attributable to Mrs. Fields recording the acquired assets of Mrs. Fields Inc. and subsidiaries, Original Cookie and Hot Sam at their fair values at the time of purchase on September 17, 1996, resulting in an overall reduction to the store asset base and the corresponding depreciation. This decrease is partially offset by additional depreciation expense resulting from the addition of Pretzel Time continuing company-owned stores in July 1997, three newly opened continuing company-owned stores and five stores acquired from franchises in fiscal year 1997.

Total Operating Costs and Expenses. Total operating costs and expenses decreased by $4,305,000, or 3.3%, from $130,298,000 to $125,993,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996, for the reasons discussed above.

Interest Expense. Interest expense increased $2,988,000, or 61.7%, from $4,842,000 to $7,830,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996. This increase is primarily attributable to an increase in interest expense as a result of the debt incurred to fund the purchase of the assets of Mrs. Fields Inc. and subsidiaries, Original Cookie and Hot Sam on September 17, 1996.

Other Expenses. Other expenses decreased $617,000, or 25.5%, from $2,422,000 to $1,805,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996. This decrease was primarily attributable to a decrease in income tax provision, offset in part by an increase in accretion and dividends on preferred stock of subsidiaries.

Net Loss. The net loss decreased by $5,014,000, or 83.7%, from $5,988,000 to $974,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996. The net loss equaled 0.7% of total revenues during the 53 weeks ended January 3, 1998 compared to 4.6% of total revenues during the 52 weeks ended December 28, 1996. The decrease in net loss is primarily due to cost savings achieved by combining the operations of Mrs. Fields Inc. and subsidiaries, Original Cookie and Hot Sam, cost savings associated with the acquisitions of H&M and Pretzel Time and improved store operations.

Income from Continuing Company-Owned Stores. The income from continuing company-owned stores increased by $5,601,000, or 26.4%, from $21,241,000 to $26,842,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996 due to the combination of the factors described above.

Loss from Stores in the Process of Being Closed or Franchised. The loss from stores in the process of being closed or franchised decreased by $135,000, or 7.0%, from $1,933,000 to $1,798,000 for the 53 weeks ended January 3, 1998 compared to the 52 weeks ended December 28, 1996. The decrease in negative income

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was primarily attributable to closing 73 stores and franchising seven (net) stores during fiscal year 1997 and the full year effect of closing 56 stores and franchising seven (net) stores during fiscal year 1996.

Liquidity and Capital Resources

General

Mrs. Fields' principal sources of liquidity are cash flows from operations, cash on hand and available borrowings under Mrs. Fields' existing lease and revolving credit facilities. As of July 3, 1999, Mrs. Fields has $4,645,000 of cash and cash equivalents on hand and $276,000 additional borrowings allowable under its revolving credit facilities. Mrs. Fields expects to use its existing cash, cash flows from operating activities and its credit facilities to provide working capital, finance capital expenditures and to meet debt service requirements. Based on current operations and anticipated cost savings, Mrs. Fields believes that its sources of liquidity will be adequate to meet its anticipated requirements for working capital, capital expenditures, scheduled debt service requirements and other general corporate purposes. There can be no assurance, however, that Mrs. Fields' business will continue to generate cash flows at or above current levels or that cost savings can be achieved.

July 3, 1999 Compared to January 2, 1999

As of July 3, 1999, Mrs. Fields had liquid assets (cash and cash equivalents and accounts receivable) of $11,023,000, a decrease of 21.0%, or $2,939,000, from January 2, 1999 when liquid assets were $13,962,000. Cash decreased $106,000, or 2.2%, to $4,645,000 at July 3, 1999 from $4,751,000 at January 2, 1999. Accounts receivable decreased $2,833,000, or 30.8%, to $6,378,000 at July 3, 1999 from $9,211,000 at January 2, 1999 due to the seasonality of the business and improved collections.

Mrs. Field's working capital decreased by $707,000 to a negative $13,434,000 at July 3, 1999 from a negative $12,727,000 at January 2, 1999. This decrease is due to decreases in current assets, as discussed above, which more than offset decreases in current liabilities.

Long-term assets decreased $8,915,000, or 4.3%, to $198,648,000 at July 3, 1999 from $207,563,000 at January 2, 1999. This decrease was primarily the result of scheduled depreciation and amortization of fixed assets, goodwill and deferred loan costs.

During the 26 weeks ended July 3, 1999, Capricorn Investors II L.P., the majority shareholder in Mrs. Fields' Holdings, Mrs. Fields' 100% owner, assumed a $2,000,000 contract payment due in the future. This transaction enhanced Mrs. Fields' tax planning and financial flexibility.

Mrs. Fields' cash flows from operating activities of $2,708,000 for the 26 weeks ended July 3, 1999, resulted primarily from store sales and franchising and licensing revenues net of costs and expenses incurred to generate these sales and better management of cash flows.

Mrs. Fields utilized $2,704,000 of cash in investing activities during the 26 weeks ended July 3, 1999, primarily for capital expenditures relating to store remodels and renovations.

Mrs. Fields utilized $110,000 of cash in financing activities during the 26 weeks ended July 3, 1999, primarily for the payment of debt related to the Pretzel Time acquisition.

The specialty cookie and pretzel businesses do not require the maintenance of significant receivables or inventories; however, Mrs. Fields continually invests in its business by upgrading and remodeling stores and adding new stores, carts, and kiosks as opportunities arise. Investments in these long- term assets, which are key to generating current sales, reduce Mrs. Fields' working capital. During the 26 weeks ended July 3, 1999 and July 4, 1998, Mrs. Fields expended $2,604,000 and $3,342,000, respectively, for capital assets and expects to

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expend a total of approximately $7,000,000 in 1999. Management anticipates that these expenditures will be funded with cash generated from operating activities and short-term borrowings under its credit facility as needed.

Year 2000

Management has assessed the Year 2000 issue and has determined that all internal information technology systems including financial software, corporate networks, the AS400 system and all other systems are Year 2000 compliant with the exception of systems used for collecting and communicating sales data from retail locations.

This assessment was based primarily on independent, third-party verification from Mrs. Fields' vendors and suppliers.

Mrs. Fields is currently replacing its sales collection systems with software and hardware that is Year 2000 compliant. Programming and development of the software is complete and has been installed in approximately 80% of its stores. Mrs. Fields projects installation will be complete by August 1999. The estimated cost of this project is $1.9 million and includes software development and new store computers and registers. The costs to complete this project are included in Mrs. Fields' 1999 budget. Funding for this project is being provided by internal cash flow and by a lease finance company.

Upgrades of the plant production and distribution software were completed in the first and second quarters of 1999 at an estimated cost of $10,000. No information technology projects have been deferred as a result of Mrs. Field's Year 2000 efforts.

Mrs. Fields is not dependent on the proper operation of the sales collection systems to run the day-to-day operations of the business. Therefore, failure or malfunction of these systems due to untimely or incomplete remediation would not have a material adverse effect on its results of operations.

Mrs. Fields has assessed Year 2000 issues with respect to its significant vendors and financial institutions as to their compliance plans and whether any Year 2000 issues will impede the ability of such vendors to continue providing goods and services to Mrs. Fields. Failure of Mrs. Fields' key suppliers to remedy their own Year 2000 issues could delay shipments of essential products, thereby disrupting Mrs. Fields' operations. Furthermore, Mrs. Fields relies on various service providers, such as utility and telecommunication service companies, which are beyond its control. Based upon the results of the assessment, Mrs. Fields is not aware of any Year 2000 issues relating to its significant vendors, financial institutions or its non-information technology systems.

Mrs. Fields does not have a contingency plan in place to address untimely or incomplete remediation of Year 2000 issues, but it is currently developing contingency plans. These contingency plans are expected to address issues related to significant vendors and financial institutions.

Inflation

The impact of inflation on the earnings of the business has not been significant in recent years. Most of Mrs. Fields' leases contain escalation clauses (however, such leases are accounted for on a straight-line basis as required by generally accepted accounting principles which minimizes fluctuations in operating income) and many of Mrs. Fields' employees are paid hourly wages at the Federal minimum wage level. Minimum wage increases will negatively impact Mrs. Fields' payroll costs in the short term, but management believes such impact can be offset in the long term through operational efficiency gains and, if necessary, through product price increases.

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Consolidated Results of Operations of Cookies USA and Its Wholly Owned Operating Subsidiary, Great American, Prior to the Great American Acquisition

As Great American is a significant subsidiary of Mrs. Fields, management's discussion and analysis of financial condition and results of operations is also included for the consolidated operations of Cookies USA and Great American for the 52 weeks ended June 28, 1998 compared to the 52 weeks ended June 29, 1997, for the 52 weeks ended June 29, 1997 compared to the 52 weeks ended June 30, 1996, and the 52 weeks ended June 30, 1996 compared to the 52 weeks ended June 29, 1995. See the historical financial statements and the related notes to the historical financial statements of Cookies USA, Inc. and subsidiary contained elsewhere in this prospectus.

References to the beliefs of the management of Great American or Cookies USA in this discussion are to management prior to the acquisition of Great American by Mrs. Fields. As used in this discussion, "management" refers to David Barr, the chief executive officer of Great American and Cookies USA at the time of its acquisition by Mrs. Fields. The factors cited in the following discussion as contributing to changes in operating results are listed in order of importance; however, unless otherwise indicated in the discussion, the quantitative importance of any such factors cannot be determined by Great American management and have not been stated.

The "forward-looking statements" contained in this section represent Great American's expectations or beliefs concerning future events, including statements regarding unit growth and cash requirements. Management cautions that a number of important factors could, individually or in the total, cause actual results to differ materially from those stated in the forward-looking statements including, without limitation, the following:

. consumer spending trends and habits,

. mall traffic trends,

. increased competition among snack retailers,

. economic conditions in the regions where Great American and its franchisees operate stores,

. the ability to identify and secure suitable locations for new stores,

. the availability of experienced management and hourly employees, and

. the laws and regulations affecting labor and employee benefit costs.

Accounting Period

During the 52 weeks ended June 30, 1996, Great American changed its year end from the last Thursday in the month of June to the last Sunday in the month of June. As a result, three days were added to the fifty-two week period ended Thursday, June 27, 1996 to effectively change Great American's fiscal year end to Sunday, June 30, 1996. This change does not materially impact the comparability of the years presented in the accompanying consolidated financial statements.

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52 Weeks Ended June 28, 1998 ("Fiscal Year 1998") Compared to 52 Weeks Ended June 29, 1997 ("Fiscal Year 1997")

Company and Franchise Store Activity

As of June 28, 1998, there were 77 company-operated stores and 247 franchised stores in operation. The store activity for fiscal year 1997 and for fiscal year 1998 is summarized as follows:

                                           Fiscal 1997         Fiscal 1998
                                       ------------------- -------------------
                                       Company-            Company-
                                       operated Franchised operated Franchised
                                       -------- ---------- -------- ----------
Stores open as of beginning of the
 fiscal year..........................   104       225        91       233
Stores opened (including
 relocations).........................     1        12         3         7
Stores closed (including
 relocations).........................   (10)       (8)       (2)       (8)
Stores sold to franchisees............   (12)       12       (15)       15
Stores acquired from franchisees......     8        (8)        0         0
                                         ---       ---       ---       ---
Stores open as of the end of the
 year.................................    91       233        77       247
Satellite locations as of the end of
 the year.............................     9        30         4        32
                                         ---       ---       ---       ---
  Total outlets as of the end of the
   year...............................   100       263        81       279
                                         ===       ===       ===       ===

The above activity results in 5,161 company-operated equivalent store weeks and 11,858 franchisee-operated equivalent store weeks during the fiscal year ended June 29, 1997 compared to 4,288 company-operated equivalent store weeks and 12,581 franchisee-operated equivalent store weeks during the fiscal year ended June 28, 1998.

Total Revenue

Total revenue decreased approximately $2,696,000, or 6.7%, during the fiscal year ended June 28, 1998 compared to the fiscal year ended June 29, 1997. Each of Great American's revenue sources is discussed below:

. Cookie and beverage sales at company-operated retail stores decreased approximately $3,521,000, or 15.7%, during the fiscal year ended June 28, 1998 compared to the fiscal year ended June 29, 1997. The decrease in revenue from company-operated retail stores was attributable to:

(a) a 16.9% decrease in company-operated equivalent store weeks offset by

(b) a 1.2% increase in the average retail sales volume for company- operated stores.

Based on those stores which were company-operated during the entire 1998 and 1997 fiscal years, sales volumes did not change.

. Batter sales to franchisees increased approximately $944,000, or 8.4%, during the fiscal year ended June 28, 1998 compared to the fiscal year ended June 29, 1997. The increase in batter sales to franchisees was primarily attributable to

(a) a 6.1% increase in franchisee-operated equivalent store weeks and

(b) a 2.3% increase in the volume of batter sold per franchisee- operated equivalent store week.

. Franchise royalties increased approximately $538,000, or 11.4%, during the fiscal year ended June 28, 1998 compared to the fiscal year ended June 29, 1997. The increase in franchise royalties was attributable to:

(a) a 6.1% increase in franchisee-operated equivalent store weeks and

(b) an increase in the average retail sales volume per franchisee- operated store of 5.3%.

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Based on those stores which were franchisee-operated during the entire 1998 and 1997 fiscal years, management estimates franchisees' sales volumes increased 3.5%.

. Revenue from franchise license fees decreased approximately $172,000, or 25.5%, during the fiscal year ended June 28, 1998 compared to the fiscal year ended June 29, 1997. Revenue from selling existing and new stores to franchisees is summarized as follows (rounded):

                                                    Fiscal 1998 Fiscal 1997
                                                    ----------- -----------
Number of licenses sold to franchisees
  --existing stores................................         15          12
  --new stores.....................................          5          12
Cash and notes from sale of existing stores........ $1,980,000  $2,045,000
Less: net book value of existing stores sold.......  1,235,000     818,000
                                                    ----------  ----------
Revenue from sale of existing stores...............    745,000   1,227,000
                                                    ----------  ----------
Revenue from license fees for new stores...........    125,000     300,000
Revenue from other fees............................      3,000      75,000
                                                    ----------  ----------
Revenue from license fees for new stores and other
 fees..............................................    128,000     375,000
                                                    ----------  ----------
Total revenue from sale of existing and new stores
 to franchisees....................................    873,000   1,602,000
Less: Gain on sale of existing stores..............    370,000     927,000
                                                    ----------  ----------
Revenue from franchise license fees................ $  503,000  $  675,000
                                                    ==========  ==========

. Other revenue increased approximately $73,000, or 111.6%, during the fiscal year ended June 28, 1998 compared to the fiscal year ended June 29, 1997. The increase in other revenue was primarily attributable to:

(a) an increase in construction assistance revenue derived from construction assistance performed by the company for the benefit of franchisees and

(b) an increase in sales of miscellaneous supplies to franchise stores, offset by

(c) an increase in batter discounts given to franchisees as a result of increased batter sales to franchisees in fiscal 1998.

Cost of Sales

Cost of sales decreased approximately $1,559,000, or 8.4%, during the fiscal year ended June 28, 1998 compared to the fiscal year ended June 29, 1997. The decrease in cost of sales was primarily attributable to:

(a) a decline in cookie and beverage sales due to less company-operated equivalent store weeks and

(b) an improvement in batter facility margins, offset by

(c) an increase in batter sales to franchisees.

Retail Store Occupancy

Retail store occupancy costs decreased approximately $1,318,000, or 18.7%, during the fiscal year ended June 28, 1998 compared to the fiscal year ended June 29, 1997. The decrease was primarily attributable to a 16.9% decrease in company-operated equivalent store weeks.

Other Retail Store Expenses

Other retail store expenses decreased approximately $149,000, or 14.6%, during the fiscal year ended June 28, 1998 compared to the fiscal year ended June 29, 1997. The decrease in other retail store expenses was primarily attributable to a 16.9% decrease in company-operated equivalent store weeks.

54

Selling, General and Administrative Expenses

Selling, general and administrative expenses decreased approximately $399,000, or 5.2%, during the fiscal year ended June 28, 1998 compared to the fiscal year ended June 29, 1997. This decrease was primarily attributable to:

(a) a decrease in development and testing expense,

(b) a decrease in salaries and benefits at the support center, and

(c) a decrease in expenses associated with the franchise convention because a franchise convention was not held in fiscal 1998, offset by

(d) an increase in marketing expenses and

(e) an increase in the cost of training materials related to the rollout of a new training program.

In addition, in 1998 Great American revised its estimate of the useful life of some of its computer equipment from five to three years decreasing pre-tax income by $111,000. Management believes that this revision better reflects the equipment's economic useful life.

Other Expenses, Net

Other expenses, net, increased approximately $557,000, or 60.0%, during the fiscal year ended June 28, 1998 compared to the fiscal year ended June 29, 1997. The increase was primarily attributable to a decrease in gains on the sale of existing stores.

Net Loss

Net loss decreased approximately $544,000, or 72.9%, for the fiscal year ended June 28, 1998 compared to the fiscal year ended June 29, 1997. The decrease in net loss was primarily attributable to:

(a) a 12.7% increase in operating income,

(b) a 1.7% decrease in other expenses, net, offset by

(c) a 111.0% increase in state and federal income tax expense.

52 Weeks Ended June 29, 1997 ("Fiscal Year 1997") Compared to 52 Weeks Ended June 30, 1996 ("Fiscal Year 1996")

Great American-owned and Franchise Store Activity

As of June 29, 1997, there were 91 Great American-owned stores and 233 franchised stores in operation. The store activity for fiscal year 1996 and for fiscal year 1997 is summarized as follows:

                               Fiscal Year 1996           Fiscal Year 1997
                          -------------------------- --------------------------
                          Great American-            Great American-
                               owned      Franchised      owned      Franchised
                          --------------- ---------- --------------- ----------
Stores open as of
 beginning of the fiscal
 year...................        108          215           104          225
Stores opened (including
 relocations)...........         12           14             1           12
Stores closed (including
 relocations)...........        (10)         (10)          (10)          (8)
Stores sold to
 franchisees............         (9)           9           (12)          12
Stores acquired from
 franchisees............          3           (3)            8           (8)
                                ---          ---           ---          ---
Stores open as of the
 end of the year........        104          225            91          233
Satellite locations as
 of the end of the
 year...................         11           28             9           30
                                ---          ---           ---          ---
Total outlets as of the
 end of the year........        115          253           100          263
                                ===          ===           ===          ===

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The above activity resulted in 5,661 Great American-owned equivalent store weeks and 11,544 franchised equivalent store weeks during fiscal year 1996 compared to 5,161 Great American-owned equivalent store weeks and 11,858 franchised equivalent store weeks during fiscal year 1997.

Total Revenue

Total revenue decreased approximately $342,000, or 0.9%, during fiscal year 1997 compared to fiscal year 1996. Each of Great American's revenue sources is discussed below:

Cookie and beverage sales at Great American-owned retail stores decreased approximately $2,344,000, or 9.5%, during fiscal year 1997 compared to fiscal year 1996. The decrease in revenue from Great American-owned retail stores was attributable to:

(a) an 8.8% decrease in Great American-owned equivalent store weeks and

(b) a 0.7% decrease in the average retail sales volume for Great American- owned stores.

Based on those stores which were Great American-owned during the entire 1996 and 1997 fiscal years, sales volumes increased 1.3%. The change in average store volume does not equal the change in sales volume from stores that have been open at least two years due to differences in the stores being compared as a result of opening, closing, selling, and acquiring stores throughout the year.

Batter sales to franchisees increased approximately $1,166,000, or 11.5%, during fiscal year 1997 compared to fiscal year 1996. The increase in batter sales to franchisees was primarily attributable to:

(a) an 8.8% increase in the volume of batter sold per franchised equivalent store week and

(b) a 2.7% increase in franchised equivalent store weeks.

Franchise royalties increased approximately $440,000, or 10.3%, during fiscal year 1997 compared to fiscal year 1996. The increase in franchise royalties was attributable to:

(a) an increase in the average retail sales volume per franchised store of 7.6% and

(b) a 2.7% increase in franchised equivalent store weeks.

Based on those stores which were franchised during the entire 1996 and 1997 fiscal years, management estimates franchisees' sales volumes increased 5.5%.

Revenue from franchise license fees increased approximately $154,000, or 29.6%, during fiscal year 1997 compared to fiscal year 1996. Revenue from selling existing and new stores to franchisees is summarized as follows (rounded):

                                                      Fiscal Year  Fiscal Year
                                                         1996         1997
                                                      -----------  -----------
Number of licenses sold to franchisees:
  Existing stores....................................          9           12
  New stores.........................................         11           12
Cash and notes from sale of existing stores.......... $1,602,000   $2,045,000
Less: net book value of existing stores sold.........   (741,000)    (818,000)
                                                      ----------   ----------
Revenue from sales of existing stores................    861,000    1,227,000
                                                      ----------   ----------
Revenue from license fees for new stores.............    275,000      300,000
Revenue from other fees..............................     21,000       75,000
                                                      ----------   ----------
Revenue from license fees for new stores and other
 fees................................................    296,000      375,000
                                                      ----------   ----------
Total................................................  1,157,000    1,602,000
Less: Gain on sale of existing stores................    636,000      927,000
                                                      ----------   ----------
Revenue from franchise licensing fees................ $  521,000   $  675,000
                                                      ==========   ==========

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Other revenue, net decreased approximately $49,000, or 42.6%, during fiscal year 1997 compared to fiscal year 1996. The decrease in other revenue, net was primarily attributable to:

(a) a decrease in construction assistance revenue derived from construction assistance performed by Great American for the franchisees and

(b) an increase in batter discounts given to franchisees as a result of increased batter sales to franchisees in fiscal year 1997.

Cost of Sales

Cost of sales decreased approximately $908,000, or 4.7%, during fiscal year 1997 compared to fiscal year 1996. The decrease in cost of sales was primarily attributable to:

(a) a decline in cookie and beverage sales due to less Great American-owned equivalent store weeks, and

(b) a decrease in the cost of packaging and freight for Great American- owned retail stores, offset by

(c) an increase in batter sales to franchisees.

Retail Store Occupancy

Retail store occupancy costs decreased approximately $324,000, or 4.4%, during fiscal year 1997 compared to fiscal year 1996. The decrease was primarily attributable to an 8.8% decrease in Great American-owned equivalent store weeks.

Other Retail Store Expenses

Other retail store expenses decreased approximately $297,000, or 22.6%, during fiscal year 1997 compared to fiscal year 1996. The decrease in other retail store expenses was primarily attributable to:

(a) a decrease in operating supplies expense within Great American-owned stores in fiscal year 1997 due to
(1) the opening of 11 less Great American-owned stores in fiscal year 1997 versus fiscal year 1996 and

(2) additional costs incurred in fiscal year 1996 related to the rollout of a new cookie merchandising program, and

(b) an 8.8% decrease in Great American-owned equivalent store weeks, offset by

(c) an increase in point-of-sale marketing expenses in Great American-owned stores.

Selling, General, and Administrative Expenses

Selling, general and administrative expenses increased approximately $310,000, or 4.2%, during fiscal year 1997 compared to fiscal year 1996. This increase was primarily attributable to:

(a) an increase in professional service fees,

(b) an increase in point-of-sale marketing expenses on behalf of franchisee- owned stores, and

(c) an increase in salaries, offset by

(d) a decrease in travel expense, and

(e) a decrease in insurance costs.

Other Expenses, Net

Other expenses, net decreased approximately $484,000, or 8.7%, during fiscal year 1997 compared to fiscal year 1996. The decrease was primarily attributable to an increase in gains on the sale of existing stores.

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Net Loss

Net loss decreased approximately $615,000, or 45.2%, for fiscal year 1997 compared to fiscal year 1996. The decrease in net loss was primarily attributable to:

(a) an $877,000 increase in operating income, and

(b) a $193,000 decrease in other expenses, net, offset by

(c) a $455,000 increase in state and federal income tax expense.

52 Weeks Ended June 30, 1996 ("Fiscal Year 1996") Compared to 52 Weeks Ended June 29, 1995 ("Fiscal Year 1995")

Great American-owned and Franchise Store Activity

As of June 30, 1996 there were 104 Great American-owned stores and 225 franchised stores in operation. The store activity for fiscal year 1995 and for fiscal year 1996 is summarized as follows:

                               Fiscal Year 1995           Fiscal Year 1996
                          -------------------------- --------------------------
                          Great American-            Great American-
                               owned      Franchised      owned      Franchised
                          --------------- ---------- --------------- ----------
Stores open as of
 beginning of the
 fiscal.................        111          204           108          215
Stores opened (including
 relocations)...........         16           11            12           14
Stores closed (including
 relocations)...........         (8)         (11)          (10)         (10)
Stores sold to
 franchisees............        (12)          12            (9)           9
Stores acquired from
 franchisees............          1           (1)            3           (3)
                                ---          ---           ---          ---
Stores open as of the
 end of the fiscal
 year...................        108          215           104          225
Satellite locations as
 of the end of the
 fiscal year............         12           36            11           28
                                ---          ---           ---          ---
Total outlets as of the
 end of the fiscal
 year...................        120          251           115          253
                                ===          ===           ===          ===

The activity reflected above resulted in 5,879 and 5,661 Great American-owned equivalent store weeks and 10,716 and 11,544 franchised equivalent store weeks during fiscal year 1995 and fiscal year 1996, respectively.

Total Revenue

Total revenue decreased approximately $1,024,000, or 2.5%, during fiscal year 1996 compared to fiscal year 1995, primarily attributable to the following:

Cookie and beverage sales at Great American-owned retail stores decreased approximately $1,629,000, or 6.2%, during fiscal year 1996 compared to fiscal year 1995. The decrease in revenue from Great American-owned retail stores was primarily attributable to:

(a) an approximately 3.7% decrease in Great American-owned equivalent store weeks and

(b) a decrease in the average retail sales volume for Great American- owned stores. Specifically, the average retail sales volume for Great American-owned stores decreased approximately 2.6% per equivalent store week. Based on those stores which were Great American-owned during the entire 1995 and 1996 fiscal years, sales volumes decreased 0.3%.

Batter sales to franchisees increased approximately $729,000, or 7.8%, during fiscal year 1996 compared to fiscal year 1995. The increase in batter sales to franchisees was primarily attributable to:

(a) an increase of approximately 7.7% in franchised equivalent store weeks and

(b) a 0.1% increase in the volume of batter sold per franchised equivalent store week.

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Franchise royalties increased approximately $313,000, or 7.9%, during fiscal year 1996 compared to fiscal year 1995. The increase in franchise royalties was primarily attributable to:

(a) an increase of approximately 7.7% in equivalent franchised retail store weeks and

(b) an increase in the average franchised equivalent store sales volume of 0.2%.

Based on those stores which were franchised during the entire 1995 and 1996 fiscal years, management estimates that franchisees' sales volumes did not change materially.

Revenue from franchise license fees decreased approximately $391,000, or 25.3%, during fiscal year 1996 compared to fiscal year 1995. Revenue from selling existing and new stores to franchisees is summarized below (rounded):

                                                    Fiscal Year  Fiscal Year
                                                       1995         1996
                                                    -----------  -----------
Number of licenses sold to franchisees:
  Existing stores.................................           12           9
  New stores......................................           11          11
Cash proceeds from sale of existing stores........  $ 2,558,000  $1,602,000
Less: net book value of existing stores sold......   (1,346,000)   (741,000)
                                                    -----------  ----------
Revenue from sales of existing stores.............    1,212,000     861,000
                                                    -----------  ----------
Revenue from license fees for new stores..........      280,000     275,000
Revenue from other fees...........................       56,000      21,000
                                                    -----------  ----------
Revenue from license fees for new stores and other
 fees.............................................      336,000     296,000
                                                    -----------  ----------
Total.............................................    1,548,000   1,157,000
Less: Gain on sale of existing stores.............      912,000     636,000
                                                    -----------  ----------
Revenue from franchise license fees...............  $   636,000  $  521,000
                                                    ===========  ==========

Other revenue, net decreased approximately $46,000, or 28.6%, during fiscal year 1996 compared to fiscal year 1995. The decrease in other revenue, net is primarily attributable to:

(a) an increase in batter discounts taken by franchisees, which was consistent with the increase in batter sales to franchisees, partially offset by

(b) an increase in sales of miscellaneous supplies to franchise stores.

Cost of Sales

Cost of sales decreased approximately $452,000, or 2.3%, during fiscal year 1996 compared to fiscal year 1995. The decrease was primarily attributable to:

(a) a decline in retail cookie and beverages sales volume in Great American-owned stores and

(b) an improvement in wholesale batter margins, partially offset by

(c) an increase in the volume of batter sold to franchisees.

Retail Store Occupancy

Retail store occupancy costs decreased approximately $209,000, or 2.8%, during fiscal year 1996 compared to fiscal year 1995. The decrease in retail store occupancy costs was primarily attributable to:

(a) a decrease of approximately 3.7% in Great American-owned store weeks, partially offset by

(b) an increase in depreciation due to Great American revising its estimate of the useful life of certain leasehold improvements.

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Great American began amortizing leasehold improvements using accelerated methods over an average of eight years instead of using the straight-line method over ten years. The effect of this change in estimate was to increase fiscal year 1996 pre-tax loss by $214,000. Management believes that this revision better reflects the leasehold improvements' useful life.

Other Retail Store Expenses

Other retail store expenses decreased approximately $223,000, or 14.5%, during fiscal year 1996 compared to fiscal year 1995. The decrease in other retail store expenses was primarily attributable to:

(a) a decrease in marketing expenses and

(b) a decrease in bank charges and supplies expense as a result of cost containment efforts.

Selling, General and Administrative Expenses

Selling, general and administrative expenses decreased approximately $376,000, or 4.9%, during fiscal year 1996 compared to fiscal year 1995. The decrease in selling, general and administrative expenses was primarily attributable to:

(a) a reduction in administrative salaries and benefits,

(b) a decrease in professional service fees, including legal and accounting services, and

(c) a decrease in various home office expenditures, including postage, supplies, and training materials, partially offset by

(d) an increase in travel costs due to additional review of stores by field supervisors.

Other Expenses, Net

Other expenses, net increased approximately $231,000, or 4.4%, during fiscal year 1996 compared to fiscal year 1995. The increase was primarily attributable to:

(a) decrease gains on the sale of existing stores,

(b) a decrease in interest income due to lower average cash balances, and

(c) an increase in interest expense due to an increase in capital lease obligations.

Non-Recurring Litigation Charge

During the third quarter of fiscal year 1995, a non-recurring litigation charge of $439,000 was recorded to cover a potential forthcoming judgment against Great American in the Haagen-Burbank lawsuit. In June 1993, Great American won a judgment for breach of written contract to a lease entered into with a developer, Haagen-Burbank. On appeal, the Court of Appeals of the State of California Second Appellate District overturned the jury's verdict and directed the trial court to determine the amount of attorney fees and costs due to Haagen-Burbank as the prevailing party in the litigation. Haagen- Burbank had submitted to the court a request for legal fees totaling $439,000; however, on April 27, 1995, the trial court entered a judgment of $417,985. On September 15, 1995 Great American paid $395,966 to Haagen-Burbank as settlement of the judgment against Great American.

Net Loss

Net loss decreased approximately $469,000, or 25.6%, for fiscal year 1996 compared to fiscal year 1995. The decrease in net loss was primarily attributable to:

(a) a $236,000 increase in operating income, and the occurrence of the non- recurring litigation charge in fiscal 1995, offset by

(b) a $118,000 decrease in state and federal income tax benefit, and

(c) a $45,000 increase in other expenses, net.

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WHERE YOU CAN FIND MORE INFORMATION

We file reports and other information with the Commission under the Exchange Act. We have agreed that, whether or not it is required to do so by the rules and regulations of the Commission, we will deliver to The Bank of New York, as trustee under the indenture, to each holder of notes and to each prospective purchaser of notes identified to us by a placement agent for the offering in August 1998, annual and quarterly financial statements substantially equivalent to financial statements that would be included in reports filed with the Commission, if we were subject to the reporting and other informational requirements of the Exchange Act.

Mrs. Fields and Great American, Mrs. Fields' Brand, Pretzelmaker and Pretzel Time, the guarantors of the notes, have filed with the Commission a registration statement on Form S-4 (in this prospectus, together with all amendments and exhibits, referred to as the "Registration Statement") under the Securities Act, with respect to the notes offered in this prospectus. This prospectus, which forms a part of the Registration Statement, does not contain all of the information in the Registration Statement and its exhibits, parts of which are omitted in accordance with the rules and regulations of the Commission. For further information with respect to Mrs. Fields, the guarantors and the notes offered in this prospectus, we refer you to the Registration Statement. With respect to any statements made in this prospectus concerning the provisions of any documents, we refer you to the copy of that document filed as an exhibit to the Registration Statement otherwise filed with the Commission.

Great American, Pretzelmaker and Pretzel Time intend to submit separately and Mrs. Fields' Brand has separately submitted to the staff of the Commission, no- action requests that they not be subject to the informational requirements of the Exchange Act in connection with the notes offered in this prospectus. If the Commission grants these requests, Great American, Mrs. Fields' Brand, Pretzelmaker and Pretzel Time would not be required to make such filings but Mrs. Fields, as the issuer of the notes offered in this prospectus, would be required to include summarized financial information regarding Great American, Mrs. Fields' Brand, Pretzelmaker and Pretzel Time in the periodic reports and certain other documents that Mrs. Fields files with the Commission. If this request is not granted, Great American, Mrs. Fields' Brand, Pretzelmaker and Pretzel Time would be required to file with the Commission periodic reports, but would not be required to file proxy or information statements. You may read and copy the Registration Statement, the exhibits forming a part of it and the reports and other information filed by Mrs. Fields with the Commission in accordance with the Exchange Act, at the Public Reference Section of the Commission located at 450 Fifth Street, N.W., Room 1024, Washington, D.C. 20549 and at the following regional offices of the Commission: 7 World Trade Center, 13th Floor, Suite 1300, New York, New York 10004; and Suite 1400, Citicorp Center, 500 West Madison Street, Chicago, Illinois 60661. You may obtain copies of all or any portion of the material by mail from the Public Reference Section of the Commission at 450 Fifth Street, N.W., Washington, D.C. 20549 at prescribed rates. This information is also available electronically on the Commission's home page on the Internet (http://www.sec.gov).

If Mrs. Fields is not required to be subject to the reporting requirements of the Exchange Act in the future, Mrs. Fields will be required under the indenture to furnish the holders of the notes with:

(1) all quarterly and annual financial information that would be required to be contained in a filing with the Commission on Forms 10-Q and 10-K if Mrs. Fields were required to file those forms, including a "Management's Discussion and Analysis of Financial Condition and Results of Operations" and, with respect to the annual information only, a report on the financial information by Mrs. Fields' independent public accountants, and

(2) all current reports that would be required to be filed with the Commission on Form 8-K if Mrs. Fields were required to file those reports, in each case, within the time periods specified in the Commission's rules and regulations.

This prospectus incorporates documents by reference that are not presented in or delivered with this prospectus. These documents are available upon request from Michael Ward, Esq., Mrs. Fields' Original Cookies, Inc., 2855 East Cottonwood Parkway, Suite 400, Salt Lake City, Utah 84121, (801) 736-5600. In order to ensure timely delivery, any request should be made by , 1999.

61

BUSINESS

General

Mrs. Fields is one of the largest retailers in the premium snack-food industry, with cookies and pretzels as its major product lines. Mrs. Fields is the largest retailer of baked on-premises cookies and the second largest retailer of baked on-premises pretzels in the United States. Mrs. Fields is one of the most widely recognized and respected brand names in the premium cookie industry. Based on a 1994 study that we commissioned from Corey, Canapary and Galanis, 94% of customers in the study were aware of the Mrs. Fields brand. Twenty percent named our brand without prompting, and 74% knew of our brand when prompted. Mrs. Fields has recently developed a significant presence in the rapidly growing, health-oriented pretzel segment as a result of the acquisitions of the pretzel businesses of Hot Sam, Pretzel Time, Pretzelmaker and H&M, which was formerly the largest Pretzel Time franchisee. As of July 3, 1999, our retail network consisted of 1,493 locations, of which 986 were cookie stores and 507 were pretzel stores. Of the total 1,493 stores, 492 were company-owned and 1,001 were franchised or licensed. Mrs. Fields' stores average approximately 600 to 700 square feet in size and are located predominantly in shopping malls. Mrs. Fields, through licensed locations, also operates kiosks and carts at airports, universities, stadiums, hospitals and office building lobbies. Mrs. Fields' objective is to increase sales and profitability by focusing on its continuing company-owned stores. As a result, by the end of fiscal year 2000, Mrs. Fields plans to close or franchise approximately 40 company-owned cookie stores and 7 company-owned pretzel stores that do not meet certain financial and geographical criteria established by management after giving effect to the acquisitions of Great American and the stock and stores of several of its franchises. For the year ended January 2, 1999, Mrs. Fields generated pro forma net revenue and EBITDA of $191.2 million and $20.7 million, respectively. Actual net revenue and EBITDA for the year ended January 3, 1998 was $134.4 million and $18.8 million, respectively. For the 26 weeks ended July 4, 1998 and July 3, 1999, Mrs. Fields generated pro forma net revenue and EBITDA of $92,640 and $10,334, and actual net revenue and EBITDA of $84,165 and $10,318, respectively.

Cookies

We operate and franchise 986 retail cookie stores: 574 under the Mrs. Fields brand, 105 under the Original Cookie brand and 307 under the Great American brand. As a result of the acquisition of Great American, Mrs. Fields has cookie stores in 48 states, with Great American stores concentrated in the southeastern and south central states and Mrs. Fields and Original Cookie stores strongly represented in the western, midwestern and eastern states. There is little overlap between Mrs. Fields and Great American stores, with a dual presence in 9 malls. Management believes that Mrs. Fields is positioned in the premium quality, baked on-premises segment of the approximately $12 billion U.S. cookie industry. We offer over 50 different types of cookies, brownies and muffins, which are baked continuously and served fresh throughout the day. Baked products are made using only high quality ingredients, and all dough is centrally manufactured and frozen or refrigerated to maintain product quality and consistency. All products pass strict quality assurance and control steps at both the manufacturing plants and the stores. In addition, Mrs. Fields continually creates and tests new products to attract new customers and satisfy current customers. Product development is currently focused on sugar-free dough and reduced-fat cookies and brownies.

Mrs. Fields Inc., one of the predecessors of Mrs. Fields, was founded in 1977 by Debbi Fields and, following its initial success, embarked on an aggressive national expansion program in the early 1980s. By the late 1980s, however, Mrs. Fields Inc. experienced financial difficulty as a result of excessive debt levels, certain poor real estate locations, and a recessionary retailing environment. In connection with a financial restructuring by its lenders, Mrs. Fields put a new management team into place in mid-1994 under the leadership of Larry A. Hodges, who has extensive experience in the food and retailing industries. Mr. Hodges introduced a new strategic plan for Mrs. Fields, which involved the following key elements:

(1) identifying stores to close or franchise,

(2) introducing company-wide operating procedures to improve store income before interest, taxes and other expenses

62

(3) developing a marketing strategy and promotional calendar to turn around sales of stores that have been open at least two years, and

(4) improving employee morale through selective new senior hires, increased training and various incentive plans.

Mrs. Fields reinvested the savings from the improved store operations in marketing and other measures designed to improve sales from stores that have been open at least two years.

Mrs. Fields' Original Cookies, Inc. was formed in September 1996 in connection with the acquisitions of Mrs. Fields Inc., Original Cookie and Hot Sam by Mrs. Fields' Holding, a subsidiary of Capricorn. As of January 2, 1999, Capricorn had invested more than $28 million in Mrs. Fields through Mrs. Fields' Holding. Capricorn retained Mr. Hodges as Chief Executive Officer of Mrs. Fields.

Great American, incorporated in 1977, is a leading operator and franchisor of mall-based specialty retail cookie outlets, including full-size stores and satellite sites, consisting of carts, wagons and kiosks. As of July 3, 1999, Great American had 307 in-line stores, including 100 Great American-operated and 207 franchised retail units, operating primarily in the southeastern and south central United States, generating $109.3 million in estimated system-wide annual sales for the 52-week period ended June 28, 1998. Great American derives its revenue principally from:

(1) the sale of cookies and beverages at Great American-operated stores,

(2) the sale of proprietary batter to franchised stores, and

(3) the receipt of royalty payments based on gross sales of franchisees.

In addition, Great American generates revenues from initial franchise fees and the sale of existing Great American-operated stores to franchisees.

Great American outlets sell a variety of cookies and brownies, including "cookie cakes," as well as assorted soft drinks, frozen drinks, coffee and tea. Cookie cakes are extra-large cookies, decorated with customer-selected personalized messages, for special occasions. Although cookie sales are generally the result of impulse buying, we believe that cookie cakes, which are often purchased as gifts for special occasions, differentiate Great American from other specialty cookie retailers by making Great American stores destination outlets.

Pretzels

We operate and franchise 507 retail pretzel stores: 235 under the Pretzel Time brand, 56 under the Hot Sam brand and 216 under the Pretzelmaker brand, which offer "sweet dough" soft pretzels and "Bavarian" style pretzels with a variety of toppings. Pretzel Time's primary product is an all-natural, hand- rolled soft pretzel, freshly baked from scratch at each store location. Pretzel Time stores prepare pretzels with a variety of flavors and specialty toppings, including cheddar cheese, cream cheese and pizza sauce. The stores also offer soft drinks and freshly squeezed lemonade. The Hot Sam pretzel stores specialize in the Bavarian style pretzel. This product has declined in popularity in recent years as sweet dough pretzel sales have grown dramatically. In addition, Pretzel Time stores have, during fiscal year 1998, achieved higher average revenue for the continuing company-owned stores than Hot Sam stores ($277,000 versus $232,000). As a result, Mrs. Fields intends to continue converting its continuing company-owned and to-be-franchised Hot Sam stores to Pretzel Time stores, which it believes will result in an increase in net sales, sales from stores that have been open at least two years, and income from store operations.

Management believes that retail pretzel stores have similar operating characteristics to retail cookie stores that will permit us to offer our products with those of other well-known brand names. In addition, the retail pretzel business has grown more quickly than the retail cookie business in recent years. Hot Sam was acquired by

63

Mrs. Fields in connection with the acquisition of Original Cookie. In order to expand its presence in the retail pretzel industry, Mrs. Fields acquired the business of H&M and the common stock of Pretzel Time and Pretzelmaker.

Business Strategy

Mrs. Fields' objective is to increase sales and profitability at its continuing company-owned and franchised stores by implementing the key elements of its long-term business strategy. The percentage change in sales from stores that have been open at least two years was a negative 1.6% for the fiscal year ended January 2, 1999 compared to a positive 0.6% for the fiscal year ended January 3, 1998 and a negative 0.4% for the 26 weeks ended July 3, 1999 compared to a negative 1.5% for the same period of 1998. Net franchising and licensing revenues increased by 29.9% for the fiscal year ended January 3, 1998 over the fiscal year ended December 28, 1996, by 113.3% for the fiscal year ended January 2, 1999 compared to the fiscal year ended January 3, 1998 and by 235.2% for the 26 weeks ended July 3, 1999 compared to the same period of 1998. The key elements of Mrs. Fields' business strategy are as follows:

. Enhance Quality of Company-Owned Store Base. Since current management assumed responsibility in 1994, we have focused on closing and franchising company-owned stores that do not meet certain financial and geographical criteria. From June 1994 through January 2, 1999, Mrs. Fields closed 178 Mrs. Fields brand stores and franchised an additional 136 Mrs. Fields brand stores. We have targeted 129 additional stores that sell our various products to be either closed or franchised by the end of 2000. These measures are expected to result in increased income before interest, tax and other expenses, as unprofitable stores are closed and other stores are converted into franchises, with the result of increasing royalty payments and eliminating administrative and other costs of Mrs. Fields associated with those stores.

. Improve Productivity of Continuing Company-Owned Stores. We have embarked on a program to improve the performance of our continuing company-owned stores by:

(1) expanding product offerings to include breakfast items, such as muffins, croissants and bagels, and low-fat cookies, brownies and muffins,

(2) raising the average sales by tying sales of products together,

(3) promoting catering services by individual stores to corporate customers,

(4) decreasing store expenses by reducing waste in the cookie baking process and controlling the cost of ingredients and supplies,

(5) improving merchandising by enhancing product presentation and refining the selection of products and

(6) increasing training and various incentive programs for management and sales staff.

. Capitalize on the Strong "Mrs. Fields" Brand Name. Management believes that the Mrs. Fields brand is the most widely recognized and respected brand name in the retail premium cookie industry, and that Mrs. Fields brand stores, for fiscal year 1998, achieved higher average revenue ($347,000 versus $276,000) for the continuing company-owned Mrs. Fields stores than Original Cookie stores. As a result, we intend to continue selectively converting our continuing company-owned and to-be-franchised Original Cookie stores to Mrs. Fields brand stores, which we believe will result in an increase in net sales, sales from stores that have been open at least two years, and income from store operations. We will also test the success of converting selected Great American company-owned stores to Mrs. Fields brand stores. In addition, any Great American franchisee will have the option to convert to Mrs. Fields brand stores, at its sole expense, in areas where there is no overlap with existing Mrs. Fields brand franchise stores. Original Cookie stores represent 31% and Great American stores represent 29% of all

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company-owned cookie stores. In addition, we intend to further capitalize on the Mrs. Fields brand name by:

(1) further developing and expanding the ways we distribute our products, including kiosks and carts in malls, airports, convention centers, office buildings, street fronts and sports complexes,

(2) increasing the emphasis on the mail order business, and

(3) developing and capitalizing on licensing opportunities, such as linking sales of Mrs. Fields with prominent names in the retailing and food service industry, expanding licensing agreements with our existing licensees, entering into new licensing agreements with food service operators and developing product line extensions, such as frozen cookie dough and in-store bakery products to be sold in supermarkets and other convenient locations.

. Develop Great American Brand Name. Management believes that the Great American brand name has high consumer awareness in the southeast United States. We intend to build on the Great American brand name by continuing to franchise additional Great American stores and by testing the success of converting selected company-owned Original Cookie stores into Great American stores.

. Capitalize on the Strong "Pretzel Time" Brand Name. Through the acquisition of Pretzel Time, we have obtained the use of the "Pretzel Time" brand name, one of the leading brand names in pretzel retailing. Management believes that there are significant opportunities to improve its existing Hot Sam store operations by continuing to convert our continuing company-owned and to-be-franchised Hot Sam stores to Pretzel Time stores. Pretzel Time stores have, during fiscal year 1998, achieved higher average revenue per continuing company-owned store than Hot Sam stores ($277,000 vs. $232,000). Hot Sam stores represent 38% of all company-owned pretzel stores. Management believes that the conversion to the Pretzel Time name will result in an increase in net sales, sales from stores that have been open at least two years, and income from store operations for Mrs. Fields' pretzel business. In addition, we believe there are significant new Pretzel Time franchising opportunities.

. Develop New Company-Owned and Franchised Stores. We plan to build and franchise new stores, as well as carts and kiosks, in existing and new markets. We have identified over 100 mall and non-traditional locations, such as amusement parks and other entertainment centers, that we believe would be ideal for cookie and pretzel stores. By the end of fiscal year 2000, we intend to franchise approximately 27 existing cookie and 15 existing pretzel stores. Beginning in fiscal year 1999, we intend to add approximately 20 new company-owned stores per year and to franchise approximately 38 new cookie and 36 new pretzel stores per year. In addition to pursuing new store development opportunities within the United States, we plan to grow internationally by expanding our franchise operations. As of July 3, 1999, there were 125 franchised Mrs. Fields and Pretzelmaker brand stores open internationally.

. Realize Purchasing and Overhead Cost Savings. As a result of the acquisitions of Great American and the stock and stores of several of its franchisees, we expect to realize significant cost savings from the elimination of duplicative administrative functions, the consolidation of management information systems and the reduction of the cost of food and other supplies as a result of our enhanced purchasing power with vendors. Management believes that incremental pre-tax cost savings would have totaled approximately $4.1 million for the year ended January 2, 1999. The savings include $2.2 million of savings on administrative and other costs associated with stores of Mrs. Fields and $1.9 million of cost savings related to one-time expenses of eliminating multiple headquarter facilities.

. Pursue Further Strategic Acquisitions of Related Businesses. We intend to selectively pursue strategic acquisitions, in addition to the acquisitions of Great American and the stock and stores of several of its franchises and other recent acquisitions, in order to expand our geographic presence and to achieve efficiencies from consolidating and reducing administrative and other costs shared by stores. Our management has demonstrated its ability to identify and integrate new businesses through its acquisitions of the cookie and pretzel businesses of Original Cookie and Hot Sam, respectively, in September 1996 and the majority interest in Pretzel Time and the business of H&M in 1997.

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Product Offerings

Our product offerings consist primarily of:

(1) fresh baked cookies, brownies, muffins, and other baked goods and

(2) fresh baked sweet dough and "Bavarian" style pretzels.

During the fiscal year 1998, pro forma for the acquisitions of Great American and the stock and stores of several of its franchisees, our revenue by product category consisted of the following:

Cookies and Brownies................................................... 56%
Pretzels............................................................... 21%
Beverages.............................................................. 22%
Other..................................................................  1%

Cookies. The primary products of our cookie stores are a variety of cookies, which are baked in view of customers throughout the day. Secondary product lines include several varieties of brownies, muffins, other baked goods, gourmet coffees, frozen drinks and other beverages. Mrs. Fields stores, Original Cookie stores and Great American stores also sell decorated cookie cakes, which are extra-large cookies decorated with customer-selected slogans purchased as gifts for special occasions, such as birthdays, Valentine's day, Father's day and Easter. Based on pounds of batter shipped, cookie cakes constitute the second largest volume product of Great American stores. We plan to utilize Great American's superior expertise in baking and marketing cookie cakes to enhance sales of the existing cookie cake products in Mrs. Fields and Original Cookie stores.

Baked products are made using only pure, high quality, vanilla, chocolate, raisins, nuts and other ingredients. To maintain product quality and consistency at both company-owned and franchised stores, Mrs. Fields and Original Cookie stores use centrally manufactured frozen dough, which is manufactured by outside suppliers according to proprietary formulas of Mrs. Fields. Great American stores use refrigerated batter that is shipped daily from the Atlanta production facility. All products must pass strict quality assurance and control steps at both the manufacturing plants and the stores.

Pretzels. Through its Hot Sam and Pretzel Time stores, Mrs. Fields offers a wide variety of fresh-baked pretzels. Pretzels have become a popular snack due to consumers' attraction to salted snacks and the increased demand for snacks that are low in fat and cholesterol.

Hot Sam is the largest U.S. retailer of fresh-baked "Bavarian" style pretzels. Pretzel Time stores offer all natural, hand-rolled sweet dough pretzels prepared with a variety of flavors and special toppings, including cheddar cheese, cream cheese and pizza sauce. In addition, Pretzel Time stores offer specialty pretzels and related products, such as cinnamon pretzels and cinnamon twists, as well as several recently introduced pretzel products, such as pretzel dogs, chocolate chip pretzels and caramel crunch pretzels.

Product Development. We maintain a product development department which continually creates and tests new products to attract new customers and revitalize the interest of current customers. Once a new product is identified, we develop prototypes to determine the initial formula. For Mrs. Fields products, the formula is then scaled up for test production runs at one or more approved facilities. Once the product has been successfully produced, ingredient specifications, formulas, manufacturing processes, finished product specifications, shelf life, storage and distribution procedures are established. The new product is either immediately launched throughout the system, as in the case of seasonal items or simple line extensions, or test marketed in a limited number of stores. After a trial period to evaluate both consumer response and store operations' ability to handle the new product, it is fully commercialized, modified or discontinued. We continually review our selection of products in an effort to maximize daytime offerings and profitability. For example, new muffin flavors, bagels, croissants and a revitalized coffee program were recently introduced to enhance morning offerings, as cookies begin selling primarily after mid-day.

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In the cookie business, product development efforts are currently focused on a fresh-baked, sugar-free cookie dough and other products, such as low-fat brownies, reduced-fat cookies and seasonal items that are designed to capitalize on consumer trends and draw interest to our store locations. In the pretzel business, we have been testing "made-from-scratch" hand rolled pretzels, which serve as a platform for a variety of other products, such as jalapeno, cinnamon raisin and garlic pretzels with a sweet dough base, meat and cheese filled pretzel pockets and pretzelwiches (pretzel bun sandwiches).

Store Operations

Store Base. As of July 3, 1999, Mrs. Fields' store portfolio consisted of 492 company-owned stores, 705 domestic franchised locations, 125 international franchised locations and 171 licensed locations. By brand, the stores are distributed as follows:

                                Company-owned
                         ----------------------------
                         Continuing
                          Company-  To Be    To Be     Domestic  International
                           Owned    Closed Franchised Franchised  Franchised   Licensed Total
                         ---------- ------ ---------- ---------- ------------- -------- -----
Mrs. Fields.............    131        2        6        190           86        159      574
Original Cookie.........     86        7       12        --           --         --       105
Great American..........     59       31       10        207          --         --       307
                            ---      ---      ---        ---          ---        ---    -----
 Cookie Subtotal........    276       40       28        397           86        159      986
                            ---      ---      ---        ---          ---        ---    -----
Pretzel Time............     86        2      --         147          --         --       235
Hot Sam.................     46        2        8        --           --         --        56
Pretzelmaker............      1        3      --         161           39         12      216
                            ---      ---      ---        ---          ---        ---    -----
 Pretzel Subtotal.......    133        7        8        308           39         12      507
                            ---      ---      ---        ---          ---        ---    -----
  Totals................    409       47       36        705          125        171    1,493
                            ===      ===      ===        ===          ===        ===    =====

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As of July 3, 1999, Mrs. Fields' domestic stores were located in 48 states. The following table represents states with ten or more outlets:

STORE GEOGRAPHY LIST

                                                                   % of Domestic
                                Company-                              Retail
State                            owned   Franchised Licensed Total    Outlets
-----                           -------- ---------- -------- ----- -------------
California.....................    70        89        17     176      12.90%
Texas..........................    43        57         5     105       7.70%
Florida........................    20        42        14      76       5.57%
New York.......................    33        23        16      72       5.28%
Ohio...........................    49         9         9      67       4.91%
Illinois.......................    28        20        11      59       4.33%
Georgia........................    14        27         3      44       3.23%
Michigan.......................    27        16       --       43       3.15%
Missouri.......................     3        38         1      42       3.08%
Pennsylvania...................    16        12        13      41       3.01%
Virginia.......................    20        17         3      40       2.93%
Colorado.......................     3        23        10      36       2.64%
Arizona........................    12        17         4      33       2.42%
North Carolina.................     6        22         3      31       2.27%
New Jersey.....................    10        12         8      30       2.20%
Indiana........................    14        10         6      30       2.20%
Utah...........................     7        20         1      28       2.05%
Iowa...........................     3        24       --       27       1.98%
Washington.....................     9        17       --       26       1.91%
Louisiana......................    12        10         2      24       1.76%
Wisconsin......................    16         7       --       23       1.69%
Tennessee......................     2        19         2      23       1.69%
Minnesota......................     3        17         3      23       1.69%
Massachusetts..................     7         8         7      22       1.61%
Connecticut....................     7        10         5      22       1.61%
Alabama........................   --         19         3      22       1.61%
Maryland.......................    10         8         3      21       1.54%
Nevada.........................     3         9         8      20       1.47%
South Carolina.................     9         6         3      18       1.32%
Oklahoma.......................     5         6         2      13       0.95%
Nebraska.......................     4         8       --       12       0.88%
Kentucky.......................     3         8         1      12       0.88%
Kansas.........................     2         9         1      12       0.88%
West Virginia..................     4         6         1      11       0.81%

Configuration. We have developed a number of retail configurations that have wide application and adaptability to a variety of retail environments. In addition to the stores that have been designed for prime mall locations, we have developed other formats intended to extend our presence within and beyond mall locations. The introduction of frozen dough technology has led to a number of new store configurations, expanded product offerings in smaller outlets and non-traditional formats.

Cookie Stores. All stores are uniformly designed in accordance with the Mrs. Fields, Original Cookie or Great American prototype, making extensive use of glass, painted wood, brass, mirrors, lighting and point-of-sale displays intended to create an upscale, open and inviting look. Stores also attractively and efficiently display their fresh-baked products using custom-made showcases. Store size ranges from 350 to 800 square

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feet, and the typical company-owned store is about 600 to 700 square feet with a minimum of about 15 linear feet of counter space. Locational possibilities for new stores include high traffic regional malls, central downtown shopping districts and recreational shopping environments.

Mrs. Fields and its franchisees and licensees also operate cookie kiosks and carts in a number of malls on a year-round basis. Kiosks have 100 to 250 square feet of retail space, supported by off-site storage and preparation space. Carts range in size from 30 to 92 square feet. Currently only the Great American kiosks have self-contained baking ovens. Because of their small size, carts and kiosks do not have baking equipment, and are supplied cookie products by a fully-equipped store usually located in the same mall. We plan to add baking equipment to carts and kiosks in malls, airports, convention centers, office buildings, street fronts and sports complexes, giving these outlets greater flexibility in the products they can offer. All designs contain retail display, small freezers and cash registers. We see expansion opportunities from the use of carts, which create incremental revenue at a relatively low cost.

All of the retail store configurations are executed to include the same high- quality marketing, merchandising and design features which customers have come to expect from Mrs. Fields. The store designs are bright with high-profile trademark identity. All products are baked throughout the day on the premises with ovens located in full view of the customer to support the "fresh-baked" image.

Pretzel Stores. Hot Sam stores are uniformly designed in accordance with the Hot Sam brand, making extensive use of tile, stained wood, lighting and point- of-sale displays intended to create an upscale, open and inviting look. Stores also attractively and efficiently display their products using custom-made showcases. The typical company-owned pretzel store is about 500 square feet.

Pretzel Time outlets have an average size of 700 square feet in both kiosks and store locations. Pretzel Time stores are designed to enable customers to enjoy watching the pretzels being rolled, twisted and baked, which underscores freshness and lends to the product's growing appeal.

Location and Leasing. Locational possibilities include any high pedestrian traffic areas, including second locations within malls, airport concourses, office building lobbies, hospitals, universities, stadiums, and supermarket foyers. Taking the impulse nature of its business into consideration, Mrs. Fields tries to locate its outlets in areas of high pedestrian traffic, with easy proximity to pedestrian traffic flow and at a distance from other food providers of any kind.

The majority of Mrs. Fields' stores are located in shopping malls, with the vast majority of Mrs. Fields brand stores in malls falling into the "A" and "B" classifications, or the better-quality malls in the country. As of July 3, 1999, Mrs. Fields, including franchise locations, has a presence in 90% of the top 150 (as measured in sales per foot) "A" and "B" malls in the country. Malls in "A" and "B" classifications generally have the following characteristics:

. Size greater than 700,000 square feet

. Sales per square foot greater than $300

. Population density greater than 150,000 people within a five-mile radius

. Median family income greater than $50,000

. Generally supported by national fashion anchor tenants

. Located to minimize competition from other malls

Great American stores are located primarily in high-traffic "B" malls.

Marketing and Advertising. Mrs. Fields' in-house marketing department and an outside promotional agency emphasize product sampling, local store marketing and brand name identification. We advertise at the

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store level, using the aroma of fresh-baked cookies and the attractive arrangement of finished products to create a store ambiance that is conducive to sales. Recently we experimented with an advertising campaign with nationally televised commercials during peak holiday periods. We cultivate local customer loyalty by offering regular 20% discounts to employees in malls where stores are located and occasional other discounts. Historically we have spent relatively little on paid advertising, relying mainly on in-store signage, promotions and the public relations of Debbi Fields, who makes store visits and local media appearances throughout the country and internationally for Mrs. Fields. In addition to posters and display of products, we promote products by offering special packaging and selling other promotional items. A promotion for Mrs. Fields' 20th anniversary featured a tie-in with the popular Peanuts characters from the syndicated comic strip, a sweepstakes, and gifts with purchases. Mrs. Fields is currently working on developing catered corporate accounts for both company-owned and franchised stores and will be building awareness of products geared toward corporate accounts at the store level for the local market area and through catalogue sales. We also promote our products as gifts, particularly at holiday time.

Great American's marketing strategy has emphasized strong merchandising of its products and the use of proactive sales techniques, including the free sampling of products and other methods intended to increase the size of customer orders.

Mail Order Business. Our mail order division markets a variety of fresh-baked and other gift items through its mail order gift catalogue using toll free telephone numbers, including "1-800-COOKIES." The mail order division had $5.2 million in revenues during fiscal year 1998. We believe that there is significant potential in the mail order business and are developing this division by targeting both corporate customers and individuals with a history of purchases at Mrs. Fields stores. Sales from the mail order division for the fiscal year 1999 have increased approximately 9.4% over sales for the prior fiscal year.

Customer Profile. We believe that our products are best targeted to a demographic profile which is relatively young, with upper-middle income levels. At the time of a May 1994 study, 66% of Mrs. Fields' customers were female and 34% were male, the mean age of a customer was 35.1 years of age, and 57% of customers had a household income of $50,000 or more. We believe that this demographic profile remains valid.

Seasonality. Our sales and profitability in both the cookie business and the pretzel business are subject to seasonal fluctuation and are traditionally higher during the Thanksgiving and Christmas holiday season and other gift- giving holidays due to increased mall traffic and holiday gift purchases.

Supplies and Distribution

Ingredients and Supplies. We rely primarily on outside suppliers and distributors for the ingredients used in our products and other items used in our stores. Mrs. Fields stores receive frozen products, made according to proprietary recipes of Mrs. Fields, from its primary supplier, Pennant Food Corp. Pennant uses stringent quality controls in testing ingredients and manufacturing, and products are not released for distribution unless they pass all quality control steps, including an evaluation of the finished baked product. Pennant's contract for making frozen products for Mrs. Fields expires on December 31, 2000 and is renewable every three years. Pennant supplies the majority of Mrs. Fields and Original Cookie frozen bakery product. J&J Foods, Inc. supplies the majority of the frozen pretzel dough to Hot Sam Stores. We have identified alternative suppliers for frozen dough at Mrs. Fields and Hot Sam. Pretzel Time stores buy a proprietary dry mix from selected distributors and mix and bake pretzels at individual stores. Pretzel Time franchisees buy from various distributors.

Most supplies other than dough are ordered from distributors by either Mrs. Fields or the franchisee and are directly shipped to the store. We sell exclusively Coca-Cola soft drinks in Mrs. Fields, Original Cookie, Pretzel Time, Hot Sam and Great American stores under agreements with Coca-Cola USA Fountain.

Great American stores receive "ready to bake" refrigerated batter from a batter facility in Atlanta, which Mrs. Fields acquired in the acquisition of Great American. The batter, which has a shelf life of about 90 days,

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is stored at the batter facility for an average of one to three weeks, depending on demand, before being shipped. Most other supplies are ordered from third-party vendors by Great American or the franchisee and are shipped directly to the store.

Distribution. Regional distributors handle distribution of perishable and non-perishable items to Mrs. Fields and Original Cookie stores weekly. Regional distributors own and maintain all of the inventory, but are authorized to purchase inventory items only from authorized vendors at prices that have been negotiated by Mrs. Fields. Hot Sam distributes perishable and non-perishable items weekly to stores using seven different regional distribution companies. Pretzel Time franchisees use a variety of distributors. Mrs. Fields ships equipment related items, including smallwares equipment and oven parts, directly from public warehouses. Great American stores receive batter from the Atlanta batter facility by refrigerated common carrier.

Management Information Systems

We have made a substantial investment in developing our point-of-sale system, which gathers information transmitted daily to corporate headquarters from most of our Mrs. Fields brand continuing company-owned stores. We also plan to install our upgraded back-office system, along with the point-of-sale registers and Pentium computers, in our continuing company-owned Original Cookie stores, Hot Sam stores, Pretzelmaker stores, Pretzel Time stores and certain Great American stores by September 1999.

We are currently replacing our sales collection systems with software and hardware that is Year 2000 compliant. Replacement of the plant production and distribution software was completed in the first half of 1999 at an estimated cost of $10,000. For more information on our information technology, see "Management's Discussion and Analysis of Financial Conditions and Results of Operations--Year 2000."

Management has assessed Year 2000 issues with respect to its significant vendors and financial institutions as to their compliance plans and whether any Year 2000 issues will impede the ability of such vendors to continue providing goods and services to us. See "Risk Factors--failures in Year 2000 compliance could disrupt our operations."

Store Management

Management Structure. We monitor all company-owned stores with a regionally based staff of district sales managers. District sales managers are responsible for monitoring all cookie and pretzel stores in their territory. Until recently, a separate staff of regionally based franchise operations consultants had monitored franchisees. We plan to consolidate the franchise operations consultants with the district sales managers. As a result, each district sales manager is responsible for overseeing approximately 30 company-owned or franchised cookie and pretzel stores within his or her region. Each district sales manager reports to one of the four regional vice-presidents of store operations. The field staff is also responsible for introducing new products and processes to the stores, ensuring proper implementation and quality control.

Management Incentives. Each store has an on-site management team consisting of a manager and an assistant manager. The store manager is responsible for hiring, training and motivating store personnel. Each manager of a company- owned store is eligible for salary increases and bonuses based upon the performance of his or her store, including sales, profits and store appearance. We believe that our incentive and other programs for management have achieved a strong retention rate for managers. Without giving effect to the acquisition of Great American, 72% of Mrs. Fields' district sales managers have been with Mrs. Fields for at least four years (67% for over five years), and 51% of Mrs. Fields' store managers have been with Mrs. Fields for at least four years (40% for over five years).

Training. We believe store managers are a critical component in creating an effective retail environment, and accordingly have developed ongoing programs to improve the quality and effectiveness of our store managers and to increase retention rates. New store managers are required to attend a two-week training

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program at our Salt Lake City training facility and ongoing training courses in new products, standards, and procedures are available throughout the year to all Mrs. Fields personnel. New franchisees and store managers of Great American are required to attend a one-week training program at Great American's Atlanta training facility, known as "Cookie University." In addition, training courses are available throughout the year to all Great American and franchisee personnel.

Franchise Operations

In accordance with our business strategy, we have been selling, and expect to continue to sell, selected company-owned stores to franchisees to reduce costs, increase profitability and provide for liquidity and development of additional stores in the future. We are also actively seeking to franchise new stores.

Cookie Business. Each franchisee pays Mrs. Fields an initial licensing fee of $25,000 per Mrs. Fields store location and is responsible for funding the building-out of the new store and purchasing initial dough inventory and supplies, at a total cost of approximately $200,000, including the initial franchise fee. However, the cost of opening a new store can vary based on individual operating and location costs. We also charge franchisees a fee to handle equipment purchases and to provide other assistance in helping the franchisee to set up operations. After a store is set up, a franchisee pays royalty fees to us of 6% of the franchised store's annual gross sales, and an advertising fee of 1% of annual gross sales. We do not currently anticipate franchising Original Cookie stores.

Franchisees come from a wide variety of business backgrounds and bring with them different operating styles and business objectives. Among our franchisees are full-time store operators, passive investors, retired professionals and people seeking a second source of income. The majority of Mrs. Fields franchisees own one store. As of January 2, 1999, the 22 largest Mrs. Fields franchisees operated 164 stores, and the largest Mrs. Fields franchisee operated 14 stores.

Each Great American franchisee pays an initial licensing fee of $25,000 per store and is responsible for funding the build-out of the new store and purchasing initial batter inventory and supplies, at a total cost of approximately $164,000, including the initial licensing fee. However, the cost of opening a new store can be significantly higher for franchisees who purchase existing company-owned stores and otherwise varies based on individual operating and location costs. We also charge franchisees a fee to purchase equipment and to provide other assistance in helping the franchisee to set up operations.

Pretzel Business. We do not franchise Hot Sam stores. We are a franchisee of 87 Pretzel Time stores, with rights to sub-franchise, if desired. Each franchisee pays Pretzel Time an initial licensing fee of $25,000 per new Pretzel Time store location and is responsible for funding the building-out of the new store and supplies, at a total cost of approximately $190,000 to $240,000, including the initial franchise fee. However, the cost of opening a new store can vary based on individual operating and location costs. Pretzel Time also charges franchisees a fee to handle equipment purchases and to provide other assistance in helping the franchisee to set up operations. After a store is set up, a franchisee pays royalty fees to Pretzel Time of 7% of the franchised store's annual gross sales, and a marketing fee of 1% of annual gross sales.

Franchisee Recruiting and Training. We have been successful in recruiting franchisees and completing franchise transactions and believe we will continue to realize significant cash flow from franchising by:

(1) emphasizing the use of proprietary dough that minimizes product quality issues and ensures a consistent product across all outlets,

(2) frequent quality, service and cleanliness evaluations of franchised stores by operations support staff, and

(3) initial and continuing training of franchisees to improve their financial and retail sales skills.

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We believe our franchisees are a critical component in creating an effective retail environment, and accordingly we make our ongoing programs available to franchisees to improve their quality and effectiveness. Franchisees are required to attend a two-week training program at our Salt Lake City training facility and ongoing training courses in new products, standards, and procedures are available throughout the year to all franchisee personnel.

Licensing

In the past few years, we have utilized a "branding" strategy which has capitalized on the highly-recognized Mrs. Fields brand to build traffic, expand sales, improve market share, and to increase profits through cultivating different ways of distributing our products. The following is a comprehensive list of branding strategies, with examples of current licensees within Mrs. Fields' system:

Concept Licensing. We have developed a licensing program for non-mall retail outlets that enables us to enter difficult-to-reach markets and facilitate brand exposure through "presence" and "prestige" marketing. Our licensees duplicate the Mrs. Fields store concept and purchase dough from our various distributors. Several of these licensees are contract management companies that manage and operate food service in host locations. Our licensees include Host Marriott, which sells our product in airports and travel plazas, ARAMark, which sells our product in stadiums and convention centers and Holiday Inn Worldwide, which sells our product in hotels.

Retail Licensing. We plan to capitalize on our brand awareness and the perception of quality among consumers to expand the product line to include products sold in other retail environments, including refrigerated dough, dry-mix and non-food products, and other applications outside the original scope of our retail cookie store concept. A current example is Maxfield's Chocolates, which has the exclusive United States rights to retail boxed chocolates. Another licensee is Wham-O, Inc., which has a license to market the Mrs. Fields Baking Oven for children sold in most toy stores and through mass merchandisers.

Supply Licensing. We currently have arrangements with United Airlines and TWA under which our mail order division sells cookies to the airlines and allows the airlines to promote the Mrs. Fields brand and products to their first-class customers. We are pursuing similar relationships to compete with other manufacturers' brands selling in this business.

Competition

We compete for both leasing opportunities and customers with other cookie and pretzel retailers, as well as other confectionery, sweet snack and specialty food retailers, including cinnamon rolls, yogurt, ice cream, baked goods and candy shops. The specialty retail food and snack industry is highly competitive with respect to price, service, location and food quality, and there are many well-established competitors with greater resources than those of Mrs. Fields. We compete with these retailers on the basis of price, quality, location and service. We face competition from a wide variety of sources, including such companies as Cinnabon, Inc., TCBY Yogurt Inc., Auntie Anne's Soft Pretzels, and Baskin-Robbins 31 Flavors.

Properties

As of July 3, 1999, we leased 796 retail stores, of which 304 were subleased to franchisees under terms which cover all obligations of Mrs. Fields thereunder. Under our franchise agreements, we have rights to gain control of a retail site in the event of default under the lease or the franchise agreement. Most of our operating leases provide for the payment of lease rents plus real estate taxes, utilities, insurance, common area charges and certain other expenses, as well as contingent rents which generally range from 8% to 10% of net retail store sales in excess of stipulated amounts. See "Risk Factors--We may not be able to obtain leases in the future; our success depends in part on our ability to obtain leases in high quality shopping malls at reasonable rents" and "--We have continuing obligations under real estate leases; if we close an unprofitable store but must still make lease payments on it, we will lose money."

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We lease 31,000 square feet of office space in Salt Lake City, Utah, which we use as our corporate headquarters. We also lease approximately 20,000 square feet of office space in Salt Lake City, Utah for our product development, training and mail order operations. We own substantially all of the equipment used in both of these facilities and in company-owned retail outlets. Great American owned its headquarters and batter production facility, located in a building of approximately 28,000 square feet in Atlanta, Georgia. We acquired this facility in the acquisition of Great American. Great American's headquarters have been transferred to Salt Lake City since the acquisition of Great American. The batter facility remains in Atlanta.

Employees

As of July 3, 1999, we had approximately 4,086 employees in company-owned stores, of whom approximately 802 were store managers and assistant store managers and 3,284 were part-time sales assistants. The typical Mrs. Fields store employs 5 to 13 employees. During the period from November through February, we may hire as many as 750 additional part-time employees to handle additional mall traffic. Most employees are paid on an hourly basis, except store managers. Our employees are not unionized. We have never experienced any significant work stoppages and believe that our employee relations are good.

Many of our employees are paid hourly rates based upon the federal minimum wage. The federal minimum wage increased from $4.75 to $5.15 on September 1, 1997. As of July 3, 1999, 851 of our 4,086 employees in company-owned stores earned the federal minimum wage. The September 1, 1997 minimum wage increase is expected to negatively impact our labor costs, increasing wages by approximately $354,000 annually, but management believes this impact can be negated in the long-term through increased efficiencies in our operations and, as necessary, through retail price increases.

Trademarks

We are the holder of numerous trademarks that have been federally registered in the United States and in other countries located throughout the world. We are a party to disputes with respect to trademarks, none of which, in the opinion of management of Mrs. Fields, is material to our business, financial condition or results of operations.

We currently hold 52 trademarks that are federally registered in the United States and 141 trademarks that are registered in 48 countries outside the United States. Our trademarks consist of various brand and product names and logos. Trademarks are registered under United States laws for periods of 7 to 10 years and in other countries for periods of 7 to 20 years, and at any time, we may have trademarks whose registration will soon expire and must be renewed. Under our license agreements, our licensees receive the rights to use our recipes and our registered trademarks. We view our trademarks and the ability to license them to third parties, as some of our most valuable assets.

Legal Proceedings; Government Regulation

In the ordinary course of business, we are involved in routine litigation, including franchise disputes and trademark disputes. Except as described below, we are not a party to any legal proceedings which, in the opinion of management of Mrs. Fields, after consultation with legal counsel, is material to our business, financial condition or results of operations.

In connection with the initial discussions relating to the acquisition of Great American, on or about September 12, 1997, 9 franchisees of Great American filed an action challenging a possible acquisition of Great American by Mrs. Fields. Under settlement agreements and waivers with most Great American franchisees, those franchisees released all claims with respect to this litigation. It was a condition of the acquisition of Great

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American that this litigation be dismissed with prejudice. A motion dismissing the litigation with prejudice was filed on August 24, 1998. See "The Transactions--The Great American Transactions."

Our stores and products are subject to regulation by numerous governmental authorities, including, without limitation, federal, state and local laws and regulations governing health, sanitation, environmental protection, safety and hiring and employment practices.

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MANAGEMENT

Directors and Executive Officers

The following table sets forth certain information regarding the executive officers and directors of Mrs. Fields as of July 3, 1999. The directors are also directors of Mrs. Fields' Holding.

Name                      Age Title
----                      --- -----
Larry A. Hodges..........  50 Director, President and Chief Executive Officer
Pat W. Knotts............  44 Senior Vice President of Operations
Garry Remington..........  47 Senior Vice President of Real Estate
Mark S. Tanner...........  45 Senior Vice President and Chief Financial Officer
Michael R. Ward..........  41 Vice President, General Counsel and Secretary
Herbert S. Winokur, Jr...  55 Chairman of the Board of Directors
Richard Ferry............  61 Director
Debbi Fields.............  43 Director
Nat Gregory..............  50 Director
Walker Lewis.............  54 Director
Peter Mullin.............  58 Director
Gilbert Osnos............  69 Director

Mr. Hodges has been President and Chief Executive Officer of Mrs. Fields Inc. and Mrs. Fields since March 1994, and a Director of Mrs. Fields and Mrs. Fields Holding since April 1993. From 1992 to 1994, Mr. Hodges was the Chief Executive Officer of Food Barn Stores, Inc. (Kansas City, Missouri). Earlier Mr. Hodges was a consultant to various manufacturers and retailers. For 25 years, Mr. Hodges was with American Stores Company where he served as President of two of its subsidiaries ranging in annual sales from $600 million to $2.3 billion. Mr. Hodges has over 32 years of experience in the retail field serving as president of four supermarket chains and consultant and director to large food companies. Mr. Hodges is a director of Ameristar Casinos, Inc. and Coinstar, Inc.

Mr. Knotts has been Senior Vice President of Mrs. Fields since October 1996. Mr. Knotts' responsibilities include all aspects of store operations and related support functions. Between January 1992 and October 1996, Mr. Knotts served as Executive Vice President of Operations for Original Cookie and Hot Sam, where he was responsible for store operations, marketing, purchasing, construction and store design. Mr. Knotts also held the position of Regional Vice President of Stores for Silo Inc., a $1 billion consumer electronics and major appliance chain.

Mr. Remington has been Senior Vice President of Real Estate of Mrs. Fields since July 1997. Mr. Remington's responsibilities include all aspects of real estate, store construction, remodels and lease negotiations. Between October 1996 and July 1997, Mr. Remington served as Vice President of Real Estate for Sbarro, Inc. From 1994 to 1996, Mr. Remington held the position of Senior Vice President of Leasing for the Woolworth Corporation, with responsibilities for Footlocker, Champ Sports, Northern Reflections, Afterthoughts, and seven other divisions, and from 1992 to 1994, Mr. Remington was Vice President and Director of Leasing for the Woolworth Corporation, which he joined in 1972.

Mr. Tanner has been Chief Financial Officer and Senior Vice President of Finance & Administration since June 1999. Prior to Mrs. Fields, Mr. Tanner held the position of CFO and Sr. Vice President with the Salt Lake Organizing Committee for the XIX Olympic Winter Games, where he was responsible for finance and administration. Prior to SLOC, Mr. Tanner was Vice President and CFO for Pepsi Cola International's operations in Asia, the Middle East, and Africa (AMEA). He also held the positions of Vice President of Strategic Planning & Finance for Pepsi Cola North America, and Chief Financial Officer, Eastern Division of Pepsi Cola during his tenure with Pepsi Cola.

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Mr. Ward serves as Vice President, General Counsel and Secretary for Mrs. Fields. Mr. Ward's responsibilities include management of our Legal Department. Between 1991 and 1996, Mr. Ward's responsibilities were overseeing the Legal Department and the Human Resources Department for Mrs. Fields Inc. He is admitted to practice law in the State of Utah. Mr. Ward was appointed acting Chief Financial Officer on April 30, 1999 and acted in that capacity prior to Mr. Tanner's assuming responsibilities of Chief Financial Officer.

Mr. Winokur has been Chairman of the Board of Directors of Mrs. Fields and Mrs. Field's Holding since their inception in September 1996. Mr. Winokur is managing member of Capricorn Holdings, L.L.C., the General Partner of Capricorn. Mrs. Fields is owned by Mrs. Fields' Holding, a portfolio company of Capricorn which owns the majority of Mrs. Field's Holding's stock. Mr. Winokur is President of Winokur Holdings, Inc. (an investment company) and Managing General Partner of Capricorn Investors, L.P. and Capricorn, private investment partnerships concentrating on investments in restructure situations, organized by Mr. Winokur in 1987 and 1994, respectively. Prior to his current appointment, Mr. Winokur was Senior Executive Vice President and Director of Penn Central Corporation. Mr. Winokur is also a Director of NAC Re Corporation, The WMF Group, Ltd., C.C.C. Information Services Corp., Inc., DynCorp., and Enron Corp.

Mr. Ferry has been a Director of Mrs. Fields since its inception in September 1996. Mr. Ferry is co-founder and Chairman of Korn/Ferry International, the world's leading executive search firm. Mr. Ferry is on the Board of Directors of Avery Dennison, Dole Food Company and Pacific Life Insurance Company.

Debbi Fields has been a Director of Mrs. Fields since its inception in September 1996. Debbi Fields founded a predecessor to Mrs. Fields in 1977 and served as President and Chief Executive Officer until 1993. She currently serves on the Board of several non-profit organizations and lectures throughout the United States to Fortune 500 companies. Debbi Fields is a director of Outback Steakhouse, Inc.

Mr. Gregory has been a Director of Mrs. Fields since its inception in September 1996. Since 1993, Mr. Gregory has served as Chairman and Chief Executive Officer of NATCO, an international supplier of oilfield production equipment, which is a portfolio company of Capricorn. Mr. Gregory is a member and managing director of Capricorn Holdings, L.L.C., the General Partner of Capricorn, and a director of Marine Drilling Companies, Inc.

Mr. Lewis has been a Director of Mrs. Fields since its inception in September 1996. Mr. Lewis is the Chairman of Devon Value Advisers. Mr. Lewis served as Chairman of Strategic Planning Associates, specializing in shareholder value strategies. Mr. Lewis was a Senior Advisor at Dillon Read & Co., Inc. and his company, Devon Value Advisors, continues to act as a consultant to Dillon Read. He was a Managing Director of Kidder, Peabody & Co., Inc., President of Avon North America and Executive Vice President of Avon Products, Inc. Mr. Lewis has served on the Board of Directors of Owens Corning, American Management Systems, Incorporated, Jostens, Inc., Marakon Associates and London Fog.

Mr. Mullin has been a Director of Mrs. Fields since its inception in September 1996. Mr. Mullin founded Mullin Consulting, Inc. in Los Angeles in 1969, and serves as its Chairman and Chief Executive Officer. He also co- founded Strategic Compensation Associates and serves as Chairman of the firm's Executive Committee. Mr. Mullin is a member of the Board of Directors of Avery Dennison Corporation, 1st Business Bank, Process Technology Holdings, Inc., Golden State Vintners, M Life Insurance Company and the Board of Advisors of CMS Companies.

Mr. Osnos has been a Director of Mrs. Fields since its inception in September 1996. Mr. Osnos has served since 1992 as Chairman of Osnos & Company, which provides interim management to companies. He has served as Interim President/CEO/COO to a large array of companies in manufacturing, distribution, retailing and service industries. In 1979 he joined the predecessor firm and became a partner in 1981. He has been Chairman of the Turnaround Management Association and a member of its Board since prior to 1993. He is also on the Board of Directors of Furr's/Bishop's, Inc. He serves on the Advisory Committee of Business Executive for National Security in the New York Chapter.

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Executive Compensation

The following table sets forth information with regard to compensation for services rendered in all capacities to Mrs. Fields by its Chief Executive Officer and the four other most highly compensated executive officers of Mrs. Fields other than the CEO who were serving as executive officers at the end of the last completed fiscal year. Information described in the table reflects compensation earned by these individuals for services with Mrs. Fields or its subsidiaries.

SUMMARY COMPENSATION TABLE

                                                                Long Term Compensation
                               Annual Compensation                      Awards
                       -------------------------------------- ----------------------------
                                                    Other     Restricted     Securities
                                                    Annual      Stock        Underlying     All Other
       Name and              Salary   Bonus      Compensation  Award(s)    Options/SARS(7) Compensation
  Principal Position   Year   ($)      ($)           ($)         ($)             (#)           ($)
  ------------------   ---- -------- --------    ------------ ----------   --------------- ------------
Larry Hodges           1998 $339,583 $150,000       $4,833     $   --              --        $471,000(8)
 President and CEO     1997  300,000  185,412        2,177      50,000(6)          --             --
                       1996  262,834      --         1,656         --          229,992            --
L. Tim Pierce(9)       1998  193,430   70,000        2,634         --              --             --
 Senior Vice President 1997  175,000  103,607        1,287         --              --          71,867(8)
 and CFO               1996  167,723      --         1,107         --           32,856         33,000(1)
Pat Knotts             1998  191,699   70,000          --          --              --             --
 Senior Vice President 1997  162,500   27,321          --          --              --          23,920(3)
 Operations            1996  172,490  267,212(2)       --          --           32,856          2,912(4)
Michael Ward           1998  135,385   50,000        1,370         --              --             --
 Vice President        1997  109,904   56,393          619         --              --          39,488(8)
 Legal and
  Administration       1996   83,020      --           526         --           24,642            --
Garry Remington        1998  180,000   33,945          --          --              --             --
 Senior Vice President 1997   82,859      --           --          --           24,642         46,707(5)
 Real Estate           1996      --       --           --          --              --             --


(1) Represents forgiveness of a loan made by Mrs. Fields Inc. in 1993.
(2) Represents payments under retention and employment agreements from Original Cookie/Hot Sam.
(3) Represents payment of relocation expenses of $20,920 and a grant of $3,000 under the Original Cookie 401(k) plan.
(4) Represents a grant under the Original Cookie 401(k) plan.
(5) Represents payment of relocation expenses.

(6) 50% of the restricted shares vested on January 1, 1999 and the other 50% vest on January 1, 2000.
(7) The stock options for common stock of Mrs. Fields' Holding have 10-year terms and were granted as of September 1996, with the exception of Garry Remington's, which were granted as of July 1997. All options have an exercise price of $10.00 per share, with the exception of Garry Remington's, which have an exercise price of $13.00 per share.
(8) Represents payment under Mrs. Field's Inc. Management Value Creation Plan.
(9) Mr. Pierce resigned from Mrs. Fields on April 30, 1999. Mrs. Fields bought back his vested shares of stock for $291,560 and entered into a severance agreement with him for $20,000.

Option Grants and Exercises

The Board of Directors of Mrs. Fields' Holding approved the provisions of a director stock option plan (the "Director Stock Option Plan"), providing for the issuance of common stock, par value $.001 per share, of Mrs. Fields' Holding to directors of Mrs. Fields' Holding, and an employee stock option plan (the "Employee Stock Option Plan" and, together with the Director Stock Option Plan, the "Plans"), providing for the issuance of options to purchase common stock of Mrs. Fields' Holding to officers and other employees of Mrs. Fields' Holding and its subsidiaries, including Mrs. Fields. The Plans provide for the issuance of options to purchase an total of 542,840 shares of common stock of Mrs. Fields' Holding to directors of Mrs. Field's Holding and officers and employees of Mrs. Fields' Holding's subsidiaries, including Mrs. Fields, of which 375,840 shares, representing approximately 10% of the total common stock of Mrs. Fields' Holding on a fully

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diluted basis, after giving effect to the issuance of stock under the warrants to purchase common stock of Mrs. Fields' Holding and to issuances of stock under options currently issued to directors and employees under the Plans, have been issued. See "Beneficial Ownership of Capital Stock."

Board Compensation

The Board of Directors of Mrs. Fields meets regularly on a quarterly basis and more often as required. Board members, other than officers of Mrs. Fields and Mr. Winokur, Mr. Gregory and Ms. Fields, are compensated for services rendered annually as follows:

(1) $12,000 cash; and

(2) grants of options to purchase common stock of Mrs. Fields' Holding, under the Director Stock Option Plan.

The Board of Directors of Mrs. Fields' Holding approved the award of options under the Director Stock Option Plan to purchase 3,350 shares of common stock of Mrs. Fields' Holding to each of Messrs. Ferry, Gregory, Lewis, Osnos and Winokur as of January 1, 1997, at an exercise price of $10.00 per share, and the award of options to purchase 1,792 shares of common stock of Mrs. Fields' Holding as of January 1, 1998, at an exercise price of $16.74 to each of the same directors, with the options of Messrs. Gregory and Winokur being issued to Capricorn.

The Board members were also offered an opportunity to acquire shares of common stock of Mrs. Fields' Holding under a director stock purchase plan (the "Director Stock Purchase Plan"). The compensation in shares that would be payable or issuable to Messrs. Winokur and Gregory will be paid to Capricorn. A total of 51,667 vested shares of common stock of Mrs. Fields' Holding and 28,333 restricted shares of common stock of Mrs. Fields' Holding have been issued to directors and officers of Mrs. Fields under the Director Stock Purchase Plan.

Board Committees

Three functioning committees of the Board have been organized: an Executive Committee, a Compensation Committee and an Audit Committee. Following is a brief description of each of these committees.

Executive Committee. The Executive Committee is composed of Messrs. Winokur (Chairman), Gregory and Hodges. The purpose of this committee is to act on the behalf of the entire Board of Directors between Board meetings.

Compensation Committee. The Compensation Committee is composed of Messrs. Gregory (Chairman), Mullin and Lewis. The purpose of this committee is to ensure that Mrs. Fields has a broad plan of executive compensation that is competitive and motivating to the degree that it will attract, hold and inspire performance of managerial and other key personnel of a quality and nature that will enhance the growth and profitability of Mrs. Fields.

Audit Committee. The Audit Committee is comprised of Messrs. Ferry (Chairman) and Osnos. The purpose of the Audit Committee is to provide oversight and review of Mrs. Fields' accounting and financial reporting process in consultation with Mrs. Fields' independent and internal auditors.

Indemnification and Compensation

Mrs. Fields' By-Laws authorize Mrs. Fields to indemnify its present and former directors and officers and to pay or reimburse expenses for those individuals in advance of the final disposition of a proceeding upon receipt of an undertaking by or on behalf of those individuals to repay any amounts if so required.

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Employment Agreements

All of the executive officers are parties to employment agreements with Mrs. Fields. Each employment agreement provides for a period of employment of two years (or three years, in the case of Larry Hodges) from the date of the agreement, subject to termination provisions and to automatic extension of the agreement. Each employment agreement permits the employee to participate in any incentive compensation plan adopted by Mrs. Fields to replace the Fiscal 1994 Incentive Compensation Plan of Mrs. Fields Inc., benefit plans and an equity- based plan or arrangement. If Mrs. Fields terminates employment for cause or if the employee terminates employment without good reason, Mrs. Fields has no further obligation to pay the employee. If Mrs. Fields terminates employment without cause, or the employee terminates employment with good reason, the employee can receive in severance pay the amount equal to the product of his or her then current semi-monthly base salary by the greater of the number of semi- monthly periods from the notice of termination or 36 semi-monthly periods, plus a portion of any discretionary bonus that would otherwise have been payable. The employment agreement prohibits the employee, for a year from the date of termination of employment under the agreement, from becoming an employee, owner, officer, agent or director of a firm or person that directly competes with Mrs. Fields in a line or lines of business of Mrs. Fields' that accounts for 10% or more of Mrs. Fields' gross sales, revenues or earnings before taxes. An exception is made for investments of not more than 3% of the equity of a company listed or traded on a national securities exchange or an over-the- counter securities exchange. The employment agreements have customary provisions for vacation, fringe benefits, payment of expenses and automobile allowances. The employees who have employment agreements, and their base salaries, are: Larry Hodges, President and Chief Executive Officer, $350,000, Pat Knotts, Senior Vice President of Operations, $215,000, Michael Ward, Vice President, General Counsel and Secretary, $150,000 and Garry Remington, Senior Vice President of Real Estate, $190,000.

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BENEFICIAL OWNERSHIP OF CAPITAL STOCK

As of the date of this prospectus, all of the capital stock of Mrs. Fields is owned by Mrs. Fields' Holding, whose address is 2855 East Cottonwood Parkway, Suite 400, Salt Lake City, Utah 84121. The following table shows certain information, as of June 1, 1999, believed by us to be accurate based on information provided to it concerning the beneficial ownership of common stock by each stockholder who is known by Mrs. Fields to own beneficially in excess of 5% of the outstanding common stock, and by each director, Mrs. Fields' Chief Executive Officer, each of Mrs. Fields' other four most highly compensated executive officers and all officers and directors as a group, as of June 1, 1999. The stockholders listed below are deemed beneficial owners of common stock of Mrs. Fields as a result of their ownership of common stock of Mrs. Fields' Holding, the owner of 100% of the capital stock of Mrs. Fields. Except as otherwise indicated, all persons listed below have (1) sole voting power and investment power with respect to their shares, except to the extent that authority is shared by spouses under applicable law, and (2) record and beneficial ownership with respect to their shares. The shares and percentages described below include shares of common stock which were outstanding or issuable within 60 days upon the exercise of options outstanding as of June 1, 1999 and give effect to the exercise of the warrants issued by Mrs. Fields' Holding. See "Management--Option Grants and Exercises" and "--Board Compensation," As of June 1, 1999, there were eight record holders of common stock of Mrs. Fields' Holding.

                                                             Common Stock
                                                         --------------------
                                                         Number of Percentage
Title of Class          Name of Beneficial Owner          Shares    of Class
--------------          ------------------------         --------- ----------
                                Capricorn Investors II,
Common stock, par       L.P.(1)(2)(3)..................  3,181,513   86.1%
value $0.001 per share, Larry Hodges(2)(3).............     89,141    2.5%
of Mrs. Fields' Holding Peter Mullin(2)(3).............     17,123    0.5%
                        Richard Ferry(2)(3)............     12,123    0.3%
                        Walker Lewis(2)(3).............      9,623    0.3%
                        Gilbert Osnos(2)(3)............      9,623    0.3%
                        Pat Knotts(3)..................     14,785    0.4%
                        Michael Ward(3)................     11,500    0.3%
                        Garry Remington(3).............      6,435    0.2%
                        All executive officers and
                         directors
                         as a group (8
                         persons)(2)(3)(4).............  3,351,866   90.9%


(1) The address of Capricorn is 30 East Elm Street, Greenwich, CT 06830.
(2) Larry Hodges, Peter Mullin, Richard Ferry, Walker Lewis and Gilbert Osnos are directors of the Company. Herbert Winokur and Nat Gregory are managing member and member, respectively, of Capricorn Holdings, L.L.C., the General Partner of Capricorn, and are directors of Mrs. Fields. See "Management."

(3) The shares and percentages include shares subject to options granted to directors and officers of Mrs. Fields that are currently vested as of June 1, 1999, as follows: Capricorn, 4,246 shares; Mr. Hodges, 59,141 shares; Mr. Mullin, 2,123 shares; Mr. Ferry, 2,123 shares; Mr. Lewis, 2,123 shares; Mr. Osnos, 2,123 shares; Mr. Knotts, 14,785 shares; Mr. Ward, 11,500 shares; and Mr. Remington, 6,434 shares; all executive officers and directors as a group, 104,598. Capricorn's shares include the 101,419 shares to be issued under the Assignment and Assumption Agreement. An economically equivalent transaction may be entered into instead. See "Certain Relationships and Related Transactions."
(4) Includes shares beneficially owned by Capricorn.

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CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS

Agreements with Debbi Fields and Affiliates. In November 1996, Mrs. Fields entered into a consulting agreement with Debbi Fields, a director of Mrs. Fields, under which Debbi Fields travels and performs public relations and advertising activities on behalf of Mrs. Fields for at least 50 days a year for a fee of $250,000 per year, with an option to perform 20 additional days a year for additional pay of $5,000 per day. The compensation increased by 10% a year beginning on January 1, 1999. The consulting agreement expires on December 31, 1999. Mrs. Fields may terminate the consulting agreement for cause and Debbi Fields may terminate the consulting agreement at any time. Under the consulting agreement, Debbi Fields may not disclose any confidential information of Mrs. Fields, including recipes and trade secrets, and may not, without the prior written consent of Mrs. Fields, compete with Mrs. Fields.

In addition, Mrs. Fields has a license agreement with FSG Holdings, Inc., a Delaware Corporation, under which Debbi Fields has a nonexclusive license to use certain trademarks, names, service marks and logos of Mrs. Fields in connection with book and television series projects. Debbi Fields is required to pay 50 percent of any gross revenues in excess of $200,000 that she receives from the book and television series projects to Mrs. Fields as a license fee.

Mrs. Fields, until recently, leased certain office space to an entity which is owned in part by Debbi Fields. Billings to the entity for the fiscal years ended January 3, 1998 and January 2, 1999 totaled approximately $274,000 and $0, respectively, of which approximately $23,000 and $0 is included in accounts receivable as of January 3, 1998 and January 2, 1999, respectively. The lease was terminated in the first quarter of fiscal year 1998. Mrs. Fields believes that the arrangements were on terms that could have been obtained from an unaffiliated third party.

Arrangements with Walker Lewis. Mr. Lewis, a director of Mrs. Fields, acts as a consultant and an advisor to Dillon Read. Mr. Lewis' company, Devon Value Advisers, received a fee of $250,000, plus expenses, from Mrs. Fields in the first quarter of 1998 under an agreement to provide advisory acquisition and consulting services to Mrs. Fields. Mrs. Fields believes that the arrangements were on terms that could have been obtained from an unaffiliated third party.

Korn/Ferry Agreement. Mrs. Fields has paid fees of approximately $157,000 and $70,600 during the years ended January 3, 1998 and January 2, 1999, respectively, to Korn/Ferry International, an executive search firm of which Richard Ferry, a director of Mrs. Fields, is the Chairman, in connection with the hiring of employees for Mrs. Fields. Mrs. Fields believes that the arrangements are on terms that could have been obtained from an unaffiliated third party.

Arrangements With Mrs. Fields' Holding. Mrs. Fields and Mrs. Fields' Holding expect to enter into a Tax Sharing Agreement as defined in and permitted by the indenture. See "Description of Notes--Certain Covenants."

As of January 3, 1998 and January 2, 1999, Mrs. Fields had payables of $105,000 and $150,000 due to Mrs. Fields' Holding, respectively, and as of July 3, 1999, a receivable of $16,500 due from Mrs. Fields' Holding. The receivables stem primarily from goods sold and an allocation of payroll and other operating expenses. Mrs. Fields believes that the terms of the sale and allocations are essentially equivalent to the terms that would have been obtained from an unaffiliated third party in a similar transaction.

Incentive Arrangements. Under a senior management value creation plan that was adopted by Mrs. Fields Inc. and assumed by Mrs. Fields at the time of its formation in September 1996, the following payments were made in 1998: $471,484 to Mr. Hodges; $71,867 to Mr. Pierce; $39,488 to Mr. Ward; and $71,078 to a vice president of Mrs. Fields Inc. Mr. Hodges used $250,000, representing substantially all of this payment after his payment of related taxes, to purchase 25,000 shares of common stock of Mrs. Fields' Holding at $10.00 per share.

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Director Stock Purchase Plan. Each of the directors of Mrs. Fields was offered an opportunity to purchase common stock of Mrs. Fields Holding under the Director Stock Purchase Plan. Under the Director Stock Purchase Plan, shares of common stock of Mrs. Fields' Holding, either restricted or vested, can be issued to outside directors of Mrs. Fields' Holding and its subsidiaries, including Mrs. Fields. Restricted shares vest 50% on January 1, 1999 and 50% on January 1, 2000, or earlier, upon a change of control of Mrs. Fields' Holding or Mrs. Fields. See "Management--Board Compensation." A total of 51,667 vested shares of common stock of Mrs. Fields Holding and 28,333 restricted shares of common stock of Mrs. Fields Holding have been issued to directors and officers of Mrs. Fields under the Director Stock Purchase Plan.

The Plans. Under the Employee Stock Option Plan, a committee of the Board of Directors is authorized to administer the Employee Stock Option Plan and has the power, among other things, to grant awards to officers and other employees of Mrs. Fields' Holding and its subsidiaries, including Mrs. Fields, of options for common stock of Mrs. Fields' Holding. The Employee Stock Option Plan provides for the issuance of three types of options. Performance vested options are deemed to be vested 20% for fiscal year 1997 and vest an additional 20% per year for each subsequent fiscal year in which there is a 10% increase in the implied valuation of Mrs. Fields, which is equal to the excess of 5.5 times Adjusted EBITDA for that fiscal year over net debt at the end of that fiscal year. Time vested options vest 25% per year on the anniversaries of the dates on which they are granted, and vest in full upon a change of control of Mrs. Fields' Holding or Mrs. Fields. Upside options vest upon the earlier to occur of the expiration of the option and a change of control, in accordance with internal rate of return targets:

(1) if the IRR through the vesting date is less than 20%, the option will not vest;

(2) if the IRR is from 20% to 24.99%, the option will vest one-third;

(3) if the IRR is from 25% to 29.99%, the option will vest two-thirds; and

(4) if the IRR is at least 30%, the option will vest in full.

IRR means, as of any date, the internal rate of return, determined in accordance with generally accepted practice, on one share of common stock of Mrs. Fields' Holding calculated from September 18, 1996, through the date as of which the determination is being made, using

(1) a value of $10.00 per share at September 18, 1996 (subject to adjustments),

(2) if the relevant date is the date of a change of control, the value paid under or implicit in the change of control transaction (as determined in good faith by a committee of the Board of Directors), and

(3) if the relevant date of determination is the expiration of such option, the value determined in good faith based on the implied valuation for the four most recent fiscal quarters for which financial statements are available.

A total of 492,840 shares of common stock of Mrs. Fields' Holding have been reserved for issuance under the Employee Stock Option Plan. Stock issued under the Employee Stock Option Plan is subject to customary restrictions on transfer.

Under the Director Stock Option Plan, a committee of the Board is authorized to administer the Director Stock Option Plan and has the power, among other things, to grant awards of options for common stock of Mrs. Fields' Holding to outside directors of Mrs. Fields' Holding and its subsidiaries, including Mrs. Fields. The Director Stock Option Plan provides for the issuance of time vested options, which vest 25% per year on the anniversaries of the dates on which they are granted, and vest in full upon a change of control of Mrs. Fields' Holding or Mrs. Fields. An total of 50,000 shares of common stock of Mrs. Fields' Holding are reserved for issuance under the Director Stock Option Plan. Common stock of Mrs. Fields' Holding issued under the Director Stock Option Plan is subject to customary restrictions on transfer. Options have been awarded under the Director Stock Option Plan to each of Messrs. Ferry, Gregory, Lewis, Osnos and Winokur

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to purchase 3,350 shares of common stock of Mrs. Fields' Holding as of January 1, 1997, at an exercise price of $10.00 per share, and to purchase 1,792 shares of common stock of Mrs. Fields' Holding as of January 1, 1998, at an exercise price of $16.74 per share, with the options of Messrs. Gregory and Winokur being issued to Capricorn.

The Stockholders' Agreement. Mrs. Fields' Holding has entered into a stockholders' agreement with its stockholders. The stockholders' agreement gives rights of first refusal to Mrs. Fields' Holding if any Mrs. Fields' Holding stockholder receives an offer to purchase common stock of Mrs. Fields' Holding and, if Mrs. Fields' Holding does not exercise its rights, gives the rights of first refusal to other Mrs. Fields' Holding stockholders. In the event of a sale to a third party approved by Capricorn, Capricorn has the right to require the other Mrs. Fields' Holding stockholders to sell their common stock of Mrs. Fields' Holding (the "Drag Along"). If Capricorn sells any common stock of Mrs. Fields' Holding, the other Mrs. Fields' Holding stockholders will have the opportunity to sell their common stock of Mrs. Fields' Holding in proportion to their holdings (the "Tag Along"). The stockholders' agreement also provides for piggyback registration rights for all Mrs. Fields' Holding stockholders, and gives one Mrs. Fields' Holding stockholder demand registration rights. The stockholders' agreement gives Mrs. Fields' Holding the option to purchase all of the common stock of Mrs. Fields' Holding held by an officer or director that holds common stock of Mrs. Fields' Holding if the officer or director is terminated. If an officer or director is terminated other than for cause, the officer or director has the right to sell shares to Mrs. Fields' Holding. The stockholders' agreement provides for customary restrictions on transfer of common stock of Mrs. Fields' Holding. The holders of warrants to purchase common stock of Mrs. Fields' Holding will be subject to the Drag Along and benefit from the Tag Along.

Arrangements With Capricorn. On May 27, 1999, Mrs. Fields, Mrs. Fields' Holding, Pretzel Time, Martin Lisiewksi and Capricorn entered into an assignment and assumption agreement under which Capricorn agreed to assume a payment obligation of Mrs. Fields of $2,000,000 for Pretzel Time stock held by Mr. Lisiewksi that is due on December 31, 1999. In a related transaction on the same date, Capricorn and Mrs. Fields' Holding entered into a contribution agreement under which Mrs. Fields' Holding and Capricorn agreed to treat the assumption by Capricorn of the Mrs. Fields payment obligation described above as a capital contribution from Capricorn to Mrs. Fields' Holding, and Mrs. Fields' Holding agreed either to issue 101,419 shares of its common stock to Capricorn at the request of Capricorn or to enter into an economically equivalent transaction that is permitted under the debt instruments of Mrs. Fields' Holding and its subsidiaries or no consideration. This transaction enhanced Mrs. Fields' tax planning and financial flexibility.

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DESCRIPTION OF NOTES

You can find the definitions of certain terms used in this description under the subheading "Certain Definitions." In this description, the word "Mrs. Fields" refers only to Mrs. Fields' Original Cookies, Inc. and not to any of its subsidiaries.

We will issue the new notes under an indenture among Mrs. Fields, the guarantors and The Bank of New York, as trustee. The terms of the new notes being offered in the exchange offer include those stated in the indenture and those made part of the indenture by reference to the Trust Indenture Act of 1939.

The following description is a summary of the material provisions of the indenture and the registration rights agreement. It does not restate those agreements in their entirety. We urge you to read the indenture and the registration rights agreement because they, and not this description, define your rights as holders of these notes. We have filed copies of the indenture and the registration rights agreement as exhibits to the registration statement which includes this prospectus.

Brief Description of the Notes and the Guarantees

The notes

These notes:

. are general unsecured obligations of Mrs. Fields;

. are senior in right of payment to all subordinated Indebtedness of Mrs. Fields;

. are equal in right of payment to all existing and future senior Indebtedness of Mrs. Fields; and

. are unconditionally guaranteed on a senior basis by the guarantors.

As of July 3, 1999, Mrs. Fields had approximately $11.6 million in Indebtedness other than the notes.

The Guarantees

"guarantors" means each of:

(1) The Mrs. Fields' Brand; and

(2) any other Subsidiary that executes a guarantee in accordance with the provisions of the indenture

and their respective successors and assigns.

A "Subsidiary" means, with respect to any person,

(1) any corporation, association or other business entity of which more than 50% of the total voting power of shares of Capital Stock entitled (without regard to the occurrence of any contingency) to vote in the election of directors, managers or trustees thereof is at the time owned or controlled, directly or indirectly, by that person or one or more of the other Subsidiaries of that person (or a combination of the preceding) and

(2) any partnership (a) the sole general partner or the managing general partner of which is that person or a Subsidiary of that person or (b) the only general partners of which are that person or of one or more Subsidiaries of such person (or any combination of the preceding).

These notes are guaranteed by the following subsidiaries of Mrs. Fields:

The Mrs. Fields' Brand, Inc.
Great American Cookie Company, Inc.
Pretzelmaker Holdings, Inc.

Pretzel Time, Inc.

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The guarantees of these notes:

. are general unsecured obligations of each guarantor;

. are senior in right of payment to all subordinated Indebtedness of each guarantor; and

. are equal in right of payment to any existing and future senior Indebtedness of each guarantor.

As of July 3, 1999, Mrs. Fields' subsidiaries had approximately $382,000 in indebtedness and had preferred stock with a value upon liquidation of $1.5 million, substantially all of which is senior in right of payment to the notes. The indenture will permit us and the guarantors to incur additional Indebtedness.

The notes will be guaranteed by any additional guarantors.

Principal, Maturity and Interest

Mrs. Fields can issue up to $200.0 million of notes under the indenture. Before August 1998, Mrs. Fields had issued $100.0 million of notes under the indenture. Mrs. Fields issued an additional $40.0 million of notes on August 24, 1998.

. Interest on the notes will accrue at the rate of 10 1/8% per annum.

. We will pay interest on the new notes semi-annually in arrears on June 1 and December 1 of each year, commencing June 1, 1999. We will make each interest payment to holders of record of the new notes on the immediately preceding May 15 and November 15.

. Interest on the new notes will accrue from the date it was most recently paid. We will compute interest on the basis of a 360-day year comprised of twelve 30-day months.

. Old notes that are accepted for exchange will cease to accrue interest from and after the date the exchange offer is completed.

. The notes mature on December 1, 2004.

Methods of Receiving Payments on the Notes

If a holder has given wire transfer instructions to us, we will make all principal, premium and interest and, if any, liquidated damages, payments on those notes in accordance with those instructions. All other payments on the notes will be made at the office or agency that we maintain within the City and State of New York unless we elect to make interest payments by check mailed to the holders at their addresses described in the register of holders. Until we designate otherwise, our office or agency in New York will be the office of the trustee.

Transfer and Exchange

A holder may transfer or exchange notes in accordance with the indenture. The registrar and the trustee may require a holder, among other things, to furnish appropriate endorsements and transfer documents and Mrs. Fields may require a holder to pay any taxes and fees required by law or permitted by the indenture. We are not required to transfer or exchange any note selected for redemption. Also, we are not required to transfer or exchange any note for a period of 15 days before a selection of notes to be redeemed.

The registered holder of a note will be treated as the owner of it for all purposes.

Guarantees

The guarantors will, jointly and severally, unconditionally guarantee Mrs. Fields' obligations under these notes on a senior unsecured basis. The obligations of each guarantor under its guarantee will be limited as

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necessary to prevent that guarantee from constituting a fraudulent conveyance under applicable law. See "Risk Factors--Fraudulent conveyance risks; federal and state statutes allow courts, under specific circumstances, to void payments under the notes and guarantees and require noteholders to return payments received."

A guarantor may not consolidate with or merge with or into (whether or not such guarantor is the surviving person), another person unless:

(1) the person formed by or surviving the consolidation or merger assumes all the obligations of that guarantor under a supplemental indenture satisfactory to the trustee;

(2) immediately after giving effect to that transaction, no Default or Event of Default exists;

(3) the guarantor, or any person formed by or surviving the consolidation or merger, would have Consolidated Net Worth immediately after giving effect to the transaction equal to or greater than the Consolidated Net Worth of the guarantor immediately preceding the transaction; and

(4) Mrs. Fields would be permitted by virtue of giving effect to its pro forma Fixed Charge Coverage Ratio, immediately after giving effect to the transaction, to incur at lest $1.00 of additional Indebtedness under the Fixed Charge Coverage Ratio test described in the covenant described below under the caption: "--Certain Covenants--Incurrence of Indebtedness and Issuance of Preferred Stock."

A Default means any event that is or with the passage of time or the giving of notice or both would be an Event of Default. Events of Default are listed under "Event of Default and Remedies" below.

The guarantee of a guarantor will be released:

(1) in connection with any sale or other disposition of all of the assets of that guarantor (including by way of merger or consolidation), if Mrs. Fields applies the Net Proceeds of that sale or other disposition, in accordance with the applicable provisions of the indenture; or

(2) in connection with any sale of all of the capital stock of a guarantor (including by way of a merger or consolidation), if Mrs. Fields applies the Net Proceeds of that sale in accordance with the applicable provisions of the indenture.

In the event of a sale or other disposition of all of the assets of a guarantor, the corporation acquiring the property will be released.

See "Redemption at the Option of Holders--Asset Sales."

Optional Redemption

Until November 20, 2001, Mrs. Fields may on any one or more occasions redeem up to 35% of the total principal amount of notes ever issued under the indenture at a redemption price of 110.125% of the principal amount of those notes, plus accrued and unpaid interest and liquidated damages, if any, to the redemption date, with the net cash proceeds of one or more Public Equity Offerings; provided that

(1) at least 65% of the in total principal amount of notes ever issued under the indenture remains outstanding immediately after the occurrence of the redemption; and

(2) the redemption must occur within 60 days of the date of the closing of the Public Equity Offering.

Except under the preceding paragraph, the notes will not be redeemable at Mrs. Fields' option prior to December 1, 2001.

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After December 1, 2001, Mrs. Fields may redeem all or a part of these notes upon not less than 30 nor more than 60 days' notice, at the redemption prices (expressed as percentages of principal amount) described below plus accrued and unpaid interest and liquidated damages, if any, on those notes, to the applicable redemption date, if redeemed during the twelve-month period beginning on December 1 of the years indicated below:

Year                                                               Percentage
----                                                               ----------
2001..............................................................  103.375%
2002..............................................................  101.688%
2003 and thereafter...............................................  100.000%

Repurchase at the Option of Holders

Change of Control

If a Change of Control occurs, each holder of notes will have the right to require Mrs. Fields to repurchase all or any part (equal to $1,000 or an integral multiple of $1,000) of that holder's notes under the Change of Control Offer. In the Change of Control Offer, Mrs. Fields will offer a Change of Control Payment in cash equal to 101% of the total principal amount of notes repurchased plus accrued and unpaid interest on those notes, if any, and liquidated damages, if any, to the date of purchase. Within 60 days following any Change of Control, Mrs. Fields will mail a notice to each holder describing the transaction or transactions that constitute the Change of Control and offering to repurchase notes on the Change of Control Payment Date specified in the notice, under the procedures required by the indenture and described in the notice. Mrs. Fields will comply with the requirements of Rule 14e-1 under the Exchange Act and any other securities laws and regulations under the Exchange Act to the extent those laws and regulations are applicable in connection with the repurchase of the notes as a result of a Change of Control.

On the Change of Control Payment Date, Mrs. Fields will, to the extent lawful:

(1) accept for payment all notes or portions thereof properly tendered under the Change of Control Offer;

(2) deposit with the paying agent an amount equal to the Change of Control Payment in respect of all notes or portions of notes so tendered; and

(3) deliver or cause to be delivered to the trustee the notes so accepted together with an officers' certificate stating the total principal amount of notes or portions of notes being purchased by Mrs. Fields.

The paying agent will promptly mail to each holder of notes so tendered the Change of Control Payment for those notes, and the trustee will promptly authenticate and mail (or cause to be transferred by book entry) to each holder a new note equal in principal amount to any unpurchased portion of the notes surrendered, if any; provided that each new note will be in a principal amount of $1,000 or an integral multiple of $1,000. Mrs. Fields will publicly announce the results of the Change of Control Offer on or as soon as practicable after the Change of Control Payment Date.

The provisions described above that require Mrs. Fields to make a Change of Control Offer following a Change of Control will be applicable regardless of whether or not any other provisions of the indenture are applicable. Except as described above with respect to a Change of Control, the indenture does not contain provisions that permit the holders of the notes to require that Mrs. Fields repurchase or redeem the notes in the event of a takeover, recapitalization or similar transaction.

Indebtedness of Mrs. Fields currently prohibits, and it is expected that future Indebtedness of Mr. Fields will prohibit, events that would constitute a Change of Control. In addition, the exercise by the holders of notes

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of their right to require Mrs. Fields to repurchase the notes could cause a default under that Indebtedness, even if the Change of Control itself does not, due to the financial effect of those repurchases on Mrs. Fields. Finally, Mrs. Fields' ability to pay cash to the holders of notes upon a repurchase may be limited by Mrs. Fields' then existing financial resources.

Mrs. Fields will not be required to make a Change of Control Offer upon a Change of Control if a third party makes the Change of Control Offer in the manner, at the times and otherwise in compliance with the requirements described in the indenture applicable to a Change of Control Offer made by Mrs. Fields and purchases all notes validly tendered and not withdrawn under the Change of Control Offer.

The definition of Change of Control includes a phrase relating to the sale, lease, transfer, conveyance or other disposition of "all or substantially all" of the assets of Mrs. Fields and its Subsidiaries taken as a whole. Although there is a limited body of case law interpreting, the phrase "substantially all," there is no precise established definition of the phrase under applicable law. Accordingly, the ability of a holder of notes to require Mrs. Fields to repurchase its notes as a result of a sale, lease, transfer, conveyance or other disposition of less than all of the assets of Mrs. Fields and its Subsidiaries taken as a whole to another person or group may be uncertain.

Asset Sales

Mrs. Fields will not, and will not permit any of its Subsidiaries to, consummate an Asset Sale unless:

(1) Mrs. Fields (or the Subsidiary, as the case may be) receives consideration at the time of the Asset Sale at least equal to the fair market value of the assets or Equity Interests issued or sold or otherwise disposed of;

(2) the fair market value is

(a) evidenced by an officers' certificate delivered to the trustee, in the case of an Asset Sale or Asset Sales aggregating $10,000 or more; or

(b) determined by Mrs. Fields' Board of Directors and evidenced by a resolution of the Board of Directors described in an officers' certificate delivered to the trustee, in the case of any Asset Sale having a fair market value or resulting in net proceeds in excess of $5.0 million; and

(3) at least 75% of the consideration therefor received by Mrs. Fields or the Subsidiary is in the form of cash. For purposes of this provision, each of the following shall be deemed to be cash:

(a) any liabilities (as shown on Mrs. Fields' or the Subsidiary's most recent balance sheet), of Mrs. Fields or any Subsidiary (other than contingent liabilities and liabilities that are by their terms subordinated to the notes or any guarantee of those liabilities) that are assumed by the transferee of any assets under a customary novation agreement that releases Mrs. Fields or the Subsidiary from further liability; and

(b) any securities, notes or other obligations received by Mrs. Fields or any the Subsidiary from the transferee that are immediately converted by Mrs. Fields or the Subsidiary into cash (to the extent of the cash received in that conversion).

"Equity Interests" means Capital Stock and all warrants, options or other rights to acquire Capital Stock (but excluding any debt security that is convertible into, or exchangeable for, Capital Stock).

Within 270 days after the receipt of any Net Proceeds from an Asset Sale, Mrs. Fields may apply the Net Proceeds at its option:

(1) to repay senior Indebtedness of Mrs. Fields or any guarantor;

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(2) to make a Permitted Investment;

(3) to make a capital expenditure in the same or a similar line of business as Mrs. Fields and its Subsidiaries were engaged in on November 26, 1997, including, without limitation, the specialty retail snack-food business; or

(4) to acquire long-term assets in the same or a similar line of business as Mrs. Fields and its Subsidiaries were engaged in on November 26, 1997, including, without limitation, the specialty retail snack-food business.

Pending the final application of the Net Proceeds, Mrs. Fields may temporarily reduce Indebtedness under a credit facility with a maximum total amount of $15.0 million that is permitted under the indenture, including the credit agreement with La Salle National Bank, or otherwise invest the Net Proceeds in any manner that is not prohibited by the indenture.

Any Net Proceeds from Asset Sales that are not applied or invested as provided in the preceding paragraph will constitute Excess Proceeds. When the total amount of Excess Proceeds exceeds $5.0 million, Mrs. Fields will make an Asset Sale Offer to all holders of notes to purchase the maximum principal amount of notes that may be purchased out of the Excess Proceeds. The offer price in any Asset Sale Offer will be equal to 100% of principal amount plus accrued and unpaid interest, if any, and liquidated damages, if any, to the date of purchase, and will be payable in cash. If any Excess Proceeds remain after completion of an Asset Sale Offer, Mrs. Fields may use those Excess Proceeds for general corporate purposes. If the total principal amount of notes tendered into the Asset Sale Offer exceeds the amount of Excess Proceeds, the trustee shall select the notes to be purchased on a pro rata basis. Upon completion of each Asset Sale Offer, the amount of Excess Proceeds shall be reset at zero.

Selection and Notice

If less than all of the notes are to be redeemed at any time, the trustee will select notes for redemption as follows:

(1) if the notes are listed, in compliance with the requirements of the principal national securities exchange on which the notes are listed; or

(2) if the notes are not so listed, on a pro rata basis, by lot or by any method as the trustee shall deem fair and appropriate.

No notes of $1,000 or less shall be redeemed in part. Notices of redemption shall be mailed by first class mail at least 30 but not more than 60 days before the redemption date to each holder of notes to be redeemed at its registered address. Notices of redemption may not be conditional.

If any note is to be redeemed in part only, the notice of redemption that relates to that note shall state the portion of the principal amount thereof to be redeemed. A new note in principal amount equal to the unredeemed portion of the original note will be issued in the name of the holder of that note upon cancellation of the original note. Notes called for redemption become due on the date fixed for redemption. On and after the redemption date, interest ceases to accrue on notes or portions of them called for redemption.

Certain Covenants

Restricted Payments

Mrs. Fields will not, and will not permit any of its Subsidiaries to, directly or indirectly:

(1) declare or pay any dividend or make any other payment or distribution on account of Mrs. Fields' or any of its Subsidiaries' Equity Interests (including, without limitation, any payment in connection with any merger or consolidation involving Mrs. Fields) or to the direct or indirect

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holders of Mrs. Fields' or any of its Subsidiaries' Equity Interests in their capacity as such (other than dividends or distributions payable in Equity Interests (other than Disqualified Stock) of Mrs. Fields or dividends or distributions payable to Mrs. Fields or any Wholly Owned Subsidiary of Mrs. Fields that is a guarantor);

(2) purchase, redeem or otherwise acquire or retire for value (including, without limitation, in connection with any merger or consolidation involving Mrs. Fields) any Equity Interests of Mrs. Fields or any direct or indirect parent of Mrs. Fields or other Affiliate of Mrs. Fields (other than the Equity Interests owned by Mrs. Fields or any Wholly Owned Subsidiary of Mrs. Fields);

(3) make any payment on or with respect to, or purchase, redeem, defease or otherwise acquire or retire for value any Indebtedness that is subordinated to the notes, except a payment of interest or principal at the Stated Maturity of that Indebtedness; or

(4) make any Investment other than a Permitted Investment

(all of the payments and other actions (1) through (4) above being collectively referred to as "Restricted Payments"),

unless, at the time of and after giving effect to that Restricted Payment:

(1) no Default or Event of Default shall have occurred and be continuing or would occur as a consequence of the Restricted Payment, and

(2) Mrs. Fields would, at the time of the Restricted Payment and after giving pro forma effect to it as if the Restricted Payment had been made at the beginning of the applicable four-quarter period, have been permitted to incur at least $1.00 of additional Indebtedness under the Fixed Charge Coverage Ratio test described in the first paragraph of the covenant described below under the caption "Incurrence of Indebtedness and Issuance of Preferred Stock"; and

(3) the Restricted Payment, together with the total amount of all other Restricted Payments made by Mrs. Fields and its Subsidiaries after November 26, 1997 (excluding Restricted Payments permitted by clauses (2), (3) or (4) of the next succeeding paragraph), is less than the sum of

(a) 50% of the Consolidated Net Income of Mrs. Fields for the period (taken as one accounting period) from the beginning of the first fiscal quarter commencing after November 26, 1997 to the end of Mrs. Fields' most recently ended fiscal quarter for which internal financial statements are available at the time of the Restricted Payment (or, if the Consolidated Net Income for that period is a deficit, less 100% of the deficit), plus

(b) 100% of the total net cash proceeds (other than proceeds referred to in the proviso to the first sentence of the definition of "Investments") received by Mrs. Fields since November 26, 1997 of Equity Interests of Mrs. Fields (other than Disqualified Stock, but including the capital contribution from Mrs. Fields Holding on August 24, 1998) or Disqualified Stock or convertible debt securities that have been converted into Equity Interests (other than Equity Interests (or Disqualified Stock or convertible debt securities) sold to a Subsidiary of Mrs. Fields and other than Disqualified Stock or convertible debt securities that have been converted into Disqualified Stock), plus

(c) to the extent that any Investment other than a Permitted Investment that was made after November 26, 1997 is sold for cash or otherwise liquidated or repaid for cash, the lesser of

(1) the cash return of capital with respect to that Investment (less the cost of disposition, if any) and

(2) the initial amount of that Investment.

"Wholly Owned Subsidiary" of any person means a Subsidiary of that person, all of the outstanding Capital Stock or other ownership interests of which (other than directors' qualifying shares) shall at the time be

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owned by that person or by one or more Wholly Owned Subsidiaries of that person and one or more Wholly Owned Subsidiaries of that person.

The preceding provisions will not prohibit:

(1) the payment of any dividend within 60 days after the date of declaration of the dividend, if at said date of declaration the payment would have complied with the provisions of the indenture;

(2) the redemption, repurchase, retirement, defeasance or other acquisition of any subordinated Indebtedness or Equity Interests of Mrs. Fields in exchange for, or out of the net cash proceeds of, the substantially concurrent sale (other than to a Subsidiary of Mrs. Fields) of, other Equity Interests of Mrs. Fields (other than Disqualified Stock); provided that the amount of any net cash proceeds that are utilized for that redemption, repurchase, retirement, defeasance or other acquisition shall be excluded from clause (3)(b) of the preceding paragraph;

(3) the defeasance, redemption, repurchase or other acquisition of subordinated Indebtedness with the net cash proceeds from an incurrence of Permitted Refinancing Indebtedness;

(4) the payment of any dividend by a Subsidiary of Mrs. Fields to the holders of any Equity Interests on a pro rata basis; and

(5) the repurchase, redemption or other acquisition or retirement for value of any Equity Interests of Mrs. Fields or any Subsidiary of Mrs. Fields held by any member of Mrs. Fields' (or any of its Subsidiaries') management under any management equity subscription agreement or stock option agreement; provided that the total price paid for all of those repurchased, redeemed, acquired or retired Equity Interests shall not exceed, in any twelve-month period, $250,000, plus the amount of cash proceeds received by Mrs. Fields from any reissuance of Equity Interests by Mrs. Fields to members of management of Mrs. Fields or its Subsidiaries during such period, which total amount shall in no event exceed $500,000 in that period, and no Default or Event of Default shall have occurred and be continuing immediately after the transaction;

(6) payments to Mrs. Fields Holding under the Tax Sharing Agreement;

(7) payments pursuance to the Employment Agreement, dated as of September 2, 1997, between Pretzel Time and Martin E. Lisiewski and the Management Agreement, dated as of September 2, 1997, between Mrs. Fields and Pretzel Time; and

(8) the redemption or repurchase of preferred stock of Pretzel Time outstanding on November 26, 1997.

The amount of all Restricted Payments (other than cash) shall be the fair market value on the date of the Restricted Payment of the asset(s) or securities proposed to be transferred or issued by Mrs. Fields or its Subsidiary, as the case may be, under the Restricted Payment. The fair market value of any assets or securities that are required to be valued by this covenant shall be determined by the Board of Directors whose resolution with respect to it shall be delivered to the trustee. The Board of Directors' determination must be based upon an opinion or appraisal issued by an accounting, appraisal or investment banking firm of national standing if the fair market value exceeds $2.0 million. Not later than the date of making any Restricted Payment, Mrs. Fields shall deliver to the trustee an officers' certificate stating that the Restricted Payment is permitted and setting forth the basis upon which the calculations required by this "Restricted Payments" covenant were computed, together with a copy of any fairness opinion or appraisal required by the indenture.

Incurrence of Indebtedness and Issuance of Preferred Stock

Mrs. Fields will not, and will not permit any of its Subsidiaries to, directly or indirectly, create, incur, issue, assume, guarantee or otherwise become directly or indirectly liable, contingently or otherwise, with respect to (collectively, "incur") any Indebtedness (including Acquired Indebtedness), and Mrs. Fields will not

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issue any Disqualified Stock and will not permit any of its Subsidiaries to issue any shares of preferred stock; provided that Mrs. Fields may incur Indebtedness (including Acquired Indebtedness) or issue Disqualified Stock, if:

(1) the Fixed Charge Coverage Ratio for Mrs. Fields' most recently ended four full fiscal quarters for which internal financial statements are available immediately preceding the date on which the additional Indebtedness is incurred or the Disqualified Stock is issued would have been at least

(a) From the date of the indenture to December 31, 1999, 2.25 to 1 and

(b) thereafter, 2.5 to 1, determined on a pro forma basis (including a pro forma application of the net proceeds therefrom), as if the additional Indebtedness had been incurred, or the Disqualified Stock had been issued, as the case may be, at the beginning of that four- quarter period; and

(2) the Weighted Average Life to Maturity of the Indebtedness is equal to or greater than the remaining Weighted Average Life to Maturity of the notes, provided that this clause (2) shall not apply in the case of Acquired Indebtedness.

The first paragraph of this covenant will not prohibit the incurrence of any of the following, items of Indebtedness (collectively, "Permitted Indebtedness"):

(1) the incurrence by Mrs. Fields and its Subsidiaries of the Existing Indebtedness other than the notes;

(2) the incurrence by Mrs. Fields and its Subsidiaries on November 26, 1997 of Indebtedness represented by the notes in a total principal amount not to exceed $100.0 million and the guarantees of that Indebtedness by the guarantors;

(3) the incurrence by Mrs. Fields or any of its Subsidiaries of Indebtedness represented by Capital Lease Obligations, mortgage financings or purchase money obligations, in each case, incurred for the purpose of improvement of property, plant or equipment used in the business of Mrs. Fields or the Subsidiary, in a total principal amount not to exceed $5.0 million at anytime outstanding;

(4) the incurrence by Mrs. Fields or any of its Subsidiaries of Permitted Refinancing Indebtedness in exchange for, or the net proceeds of which are used to refund, refinance or replace Indebtedness that was permitted by the indenture to be incurred;

(5) the incurrence by Mrs. Fields or any of its Subsidiaries of intercompany Indebtedness between or among Mrs. Fields and any of its Wholly Owned Subsidiaries; provided, that:

(a) if Mrs. Fields is the obligor on that Indebtedness, the Indebtedness must be expressly subordinated to the prior payment in full in cash of all obligations with respect to the notes; and

(b) (1) any subsequent issuance or transfer of Equity Interests that results in any of that Indebtedness being held by a person other than Mrs. Fields or a Wholly Owned Subsidiary of Mrs. Fields and

(2) any sale or other transfer of that Indebtedness to a person that is not either Mrs. Fields or a Wholly Owned Subsidiary of Mrs. Fields shall be deemed, in each case, to constitute an incurrence of that Indebtedness by Mrs. Fields or that Subsidiary, as the case may be;

(6) the incurrence by Mrs. Fields of Hedging Obligations in the ordinary course of business;

(7) the incurrence of Indebtedness in connection with one or more standby letters of credit, guarantees, performance or surety bonds or other reimbursement obligations, in each case, issued

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in the ordinary course of business and not in connection with the borrowing of money or the obtaining of advances or credit other than:

(a) advances or credit on open account, includible in current liabilities, for goods and services in the ordinary course of business and on terms and conditions customary in the same or a similar line of business as Mrs. Fields and its Subsidiaries were engaged in on November 26, 1997, including, without limitation, the speciality retail snack-foods business and

(b) the extension of credit represented by the letter of credit, guarantee, bond or other obligation itself,

provided that any draw under or call upon any of the foregoing is repaid in full within 45 days, and provided further that the total amount of all Indebtedness incurred under this clause (7) shall not exceed $5.0 million at any time outstanding;

(8) the incurrence of Indebtedness arising from agreements of Mrs. Fields or a Subsidiary providing for indemnification, adjustment of purchase price or similar obligations, in each case, incurred or assumed in connection with the disposition of any business, assets or Subsidiary (other than guarantees of Indebtedness incurred by any person acquiring all or a portion of the business, assets or Subsidiary for the purpose of financing the acquisition), provided that the maximum total liability of that Indebtedness shall at no time exceed 50% of the gross proceeds actually received by Mrs. Fields or the Subsidiary in connection with the disposition;

(9) the guarantee by Mrs. Fields or any of the guarantors of Indebtedness of Mrs. Fields or a Subsidiary of Mrs. Fields that is a guarantor that was permitted to be incurred by another provision of this covenant;

(10) the incurrence by Pretzel Time of Indebtedness under a working capital facility, provided that the total principal amount of all Indebtedness (with letters of credit being deemed to have a principal amount equal to the maximum potential liability of Pretzel Time thereunder) outstanding thereunder after giving effect to the incurrence, including all Permitted Refinancing Indebtedness incurred to refund, refinance or replace any other Indebtedness incurred under this clause (10), does not exceed an amount equal to $1.0 million;

(11) the incurrence by Mrs. Fields of additional Indebtedness (including Indebtedness under a credit facility) in a total principal amount (or accreted value, as applicable), including all Permitted Refinancing Indebtedness incurred to refund, refinance or replace any other Indebtedness incurred under this clause (11), not to exceed $15.0 million at any time outstanding;

(12) the incurrence by Mrs. Fields or any of its subsidiaries of Acquired Indebtedness in a total amount not to exceed $5.0 million at any time outstanding;

(13) the guarantee by Mrs. Fields or any of its Subsidiaries (other than Mrs. Fields' Brand) of operating store lease obligations of Mrs. Fields or any of its Subsidiaries or any franchisee of Mrs. Fields or any of its Subsidiaries in the ordinary course of business and consistent with past practice;

(14) the guarantee by any Subsidiary of Mrs. Fields of Indebtedness of the Mrs. Fields under any credit facility with a maximum total amount of $15.0 million otherwise permitted to be incurred under the indenture;

(15) the incurrence by Mrs. Fields of Indebtedness in the form of notes issued in connection with the repurchase, redemption, acquisition or retirement of Equity Interests of Mrs. Fields or any Subsidiary of Mrs. Fields in an amount not to exceed $500,000 at any time outstanding and subordinated in right of payment to the notes; and

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(16) the incurrence by Mrs. Fields of Indebtedness or the guarantee by Mrs. Fields of Indebtedness incurred by franchisees in connection with the cost of purchasing a franchise and the cost of equipment in connection with the set-up of a franchise, provided that the Indebtedness or guarantee does not exceed $3.0 million at any time outstanding.

For purposes of determining compliance with this "Incurrence of Indebtedness and Issuance of Preferred Stock" covenant, in the event that an item of proposed Indebtedness meets the criteria of more than one of the categories of Permitted Indebtedness described in clauses (1) through (16) above, or is entitled to be incurred under the first paragraph of this covenant, Mrs. Fields will be permitted to classify that item of Indebtedness on the date of its incurrence in any manner that complies with this covenant. Accrual of interest and the accretion of accreted value will not be deemed to be an incurrence of Indebtedness for purposes of this covenant.

Liens

Mrs. Fields will not, and will not permit any of its Subsidiaries to, directly or indirectly, create, incur, assume or suffer to exist any Lien except Permitted Liens.

Dividend and Other Payment Restrictions Affecting Subsidiaries

Mrs. Fields will not, and will not permit any of its Subsidiaries, directly or indirectly, to create or permit to exist or become effective any encumbrance or restriction on the ability of any Subsidiary to:

(1) pay dividends or make any other distributions on its Capital Stock to Mrs. Fields or any of Mrs. Fields' Subsidiaries, or with respect to any other interest or participation in, or measured by, its profits, or pay any indebtedness owed to Mrs. Fields or any of Mrs. Fields' Subsidiaries;

(2) make loans or advances to Mrs. Fields or any of Mrs. Fields' Subsidiaries; or

(3) transfer any of its properties or assets to Mrs. Fields or any of Mrs. Fields' Subsidiaries.

However, the preceding restrictions will not apply to encumbrances or restrictions existing under or by reason of:

(1) Existing Indebtedness as in effect on November 27, 1997

(2) the indenture and the notes;

(3) applicable law;

(4) any instrument governing Indebtedness or Capital Stock of a person acquired by Mrs. Fields or any of its Subsidiaries as in effect at the time of the acquisition (except to the extent the Indebtedness was incurred in connection with or in contemplation of the acquisition), which encumbrance or restriction is not applicable to any person, or the properties or assets of any person, other than the person, or the property or assets of the person, so acquired, provided that, in the case of Indebtedness, the Indebtedness was permitted by the terms of the indenture to be incurred;

(5) customary non-assignment provisions in leases entered into in the ordinary course of business and consistent with past practices;

(6) purchase money obligations for property acquired in the ordinary course of business that impose restrictions on the property so acquired of the nature described in clause (4) above;

(7) Permitted Refinancing Indebtedness, provided that the restrictions contained in the agreements governing the Permitted Refinancing Indebtedness are no more restrictive, taken as a whole, than those contained in the agreements governing the Indebtedness being refinanced;

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(8) customary restrictions imposed on the transfer of copyrighted or patented materials and customary provisions in agreements that restrict the assignees of the agreements or any rights thereunder; or

(9) restrictions with respect to a Subsidiary of Mrs. Fields imposed under a binding agreement relating to the sale or disposition of all or substantially all of the Capital Stock or assets of the Subsidiary.

Merger, Consolidation, or Sale of Assets

Mrs. Fields may not:

(1) consolidate or merge with or into another person (whether or not Mrs. Fields is the surviving corporation); or

(2) sell, assign, transfer, lease, convey or otherwise dispose of all or substantially all of its properties or assets, in one or more related transactions, to another person; unless:

(a) either:

(1) Mrs. Fields is the surviving corporation; or

(2) the person formed by or surviving the consolidation or merger (if other than Mrs. Fields) or the entity to which the sale, assignment, transfer, conveyance or other disposition shall have been made is a corporation organized or existing under the laws of the United States, any state of the United States or the District of Columbia;

(b) the person formed by or surviving the consolidation or merger (if other than Mrs. Fields) or the person to which the sale, assignment, transfer, conveyance or other disposition shall have been made assumes all the obligations of Mrs. Fields under the notes and the indenture under a supplemental indenture reasonably satisfactory to the trustee;

(c) immediately after the transaction no Default or Event of Default exists; and

(d) except in the case of a merger of Mrs. Fields with or into a Wholly Owned Subsidiary of Mrs. Fields, Mrs. Fields or the person formed by or surviving the consolidation or merger (if other than Mrs. Fields), or to which the sale, assignment, transfer, lease, conveyance or other disposition shall have been made:

(1) will have Consolidated Net Worth immediately after the transaction equal to or greater than the Consolidated Net Worth of Mrs. Fields immediately preceding the transaction; and

(2) will, on the date of the transaction after giving pro forma effect to it and any related financing transactions as if the same had occurred at the beginning of the applicable four-quarter period, be permitted to incur at least $1.00 of additional Indebtedness under the Fixed Charge Coverage Ratio test described in the first paragraph of the covenant described above under the caption "Incurrence of Indebtedness and Issuance of Preferred Stock."

Transactions with Affiliates

Mrs. Fields will not, and will not permit any of its Subsidiaries to, make any payment to, or sell, lease, transfer or otherwise dispose of any of its properties or assets to, or purchase any property or assets from, or enter into or make or amend any transaction, contract, agreement, understanding, loan, advance or guarantee with, or for the benefit of, any Affiliate (each, an "Affiliate Transaction"), unless:

(1) the Affiliate Transaction is on terms that are no less favorable to Mrs. Fields or the relevant Subsidiary than those that would have been obtained in a comparable transaction by Mrs. Fields or the Subsidiary with an unrelated person; and

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(2) Mrs. Fields delivers to the trustee:

(a) with respect to any Affiliate Transaction or series of related Affiliate Transactions involving total consideration in excess of $1.0 million, a resolution of the Board of Directors contained in an officers' certificate certifying that the Affiliate Transaction complies with this covenant and that the Affiliate Transaction has been approved by a majority of the disinterested members of the Board of Directors; and

(b) with respect to any Affiliate Transaction or series of related Affiliate Transactions involving total consideration in excess of $5.0 million, an opinion as to the fairness to the holders of the Affiliate Transaction from a financial point of view issued by an accounting, appraisal or investment banking firm of national standing.

The following items shall not be deemed to be Affiliate Transactions and, therefore, will not be subject to the provisions of the prior paragraph:

(1) payments to Mrs. Fields Holding under the Tax Sharing Agreement;

(2) any employment agreement entered into by Mrs. Fields or any of its Subsidiaries in the ordinary course of business and consistent with the past practice of Mrs. Fields or the Subsidiary;

(3) transactions between or among Mrs. Fields and/or its Subsidiaries;

(4) Restricted Payments that are permitted by the provisions of the indenture described above under the caption "Restricted Payments";

(5) the payment of reasonable fees, expense reimbursements and customary indemnification, advances and other similar arrangements to directors and officers of Mrs. Fields and its Subsidiaries; and

(6) reasonable loans or advances to employees of Mrs. Fields and its Subsidiaries in the ordinary course of business of Mrs. Fields or the Subsidiary.

Additional Subsidiary Guarantees

If:

(1) Mrs. Fields or any of its Subsidiaries acquires or creates another domestic wholly owned Subsidiary after the date of the Indenture having assets

(a) with a fair market value in excess of $100,000 or

(b) consisting of one or more stores; or

(2) Mrs. Fields acquires all remaining common stock of Pretzel Time,

then the newly acquired or created Subsidiary or Pretzel Time, as the case may be, must become a guarantor and execute a supplemental indenture and deliver an opinion of counsel, in accordance with the terms of the indenture.

Limitation on Issuances and Sales of Capital Stock of Wholly Owned Subsidiaries

Mrs. Fields will not, and will not permit any of its Wholly Owned Subsidiaries to, transfer, convey, sell, lease or otherwise dispose of any Capital Stock of any Wholly Owned Subsidiary of Mrs. Fields to any person (other than Mrs. Fields or a Wholly Owned Subsidiary of Mrs. Fields), unless:

(1) the transfer, conveyance, sale, lease or other disposition is of all the Capital Stock of the Wholly Owned Subsidiary; and

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(2) the cash Net Proceeds from the transfer, conveyance, sale, lease or other disposition are applied in accordance with the covenant described above under the caption "Repurchase at the Option of Holders--Asset Sales."

In addition, Mrs. Fields will not permit any Wholly Owned Subsidiary of Mrs. Fields to issue any of its Equity Interests (other than, if necessary, shares of its Capital Stock constituting directors' qualifying shares) to any person other than to Mrs. Fields or a Wholly Owned Subsidiary of Mrs. Fields.

Limitations on Issuances of Guarantees of Indebtedness

Mrs. Fields will not permit any of its Subsidiaries, directly or indirectly, to guarantee or pledge any assets to secure the payment of (other than as a result of a Permitted Lien) any other Indebtedness of Mrs. Fields or any subsidiary of Mrs. Fields unless the Subsidiary simultaneously executes and delivers a supplemental indenture providing for the guarantee of the payment of the notes by the Subsidiary, which guarantee shall be senior to or rank equal in right to payment with the Subsidiary's guarantee of or pledge to secure the other Indebtedness.

Notwithstanding the preceding paragraph, any guarantee by a Subsidiary of the notes will provide by its terms that it will be automatically and unconditionally released and discharged under the circumstances described above under the caption "Guarantees." The form of the guarantee is attached as an exhibit to the indenture.

Business Activities

Mrs. Fields will not, and will not permit any Subsidiary to, engage in any business other than the same or a similar line of business as Mrs. Fields and its Subsidiaries were engaged in on November 26, 1997, including, without limitation, the specialty retail snack-food business, except to an extent as would not be material to Mrs. Fields and its Subsidiaries taken as a whole.

In addition,

(1) Mrs. Fields will not engage in any Asset Sale involving Mrs.
Fields' Brand,

(2) neither Mrs. Fields nor Mrs. Fields' Brand will engage in any Asset Sale involving the "Mrs. Fields" or "Pretzel Time" brand name, and

(3) for so long as Mrs. Fields' Brand is a Subsidiary of Mrs. Fields, Mrs. Fields' Brand will not incur any Indebtedness (other than its guarantee of the notes and any guarantee of Indebtedness under a credit facility with a maximum total amount of $15.0 million that is permitted under the indenture).

Payments for Consent

Mrs. Fields will not, and will not permit any of its Subsidiaries to, directly or indirectly, pay or cause to be paid any consideration to or for the benefit of any holder of notes for or as an inducement to any consent, waiver or amendment of any of the terms or provisions of the indenture or the notes unless the consideration is offered to be paid and is paid to all holders of the notes that consent, waive or agree to amend in the time frame described in the solicitation documents relating to the consent, waiver or agreement.

Reports

Whether or not required by the Commission, so long as any notes are outstanding, Mrs. Fields will furnish to the holders of notes, within the time periods specified in the Commission's rules and regulations:

(1) all quarterly and annual financial information that would be required to be contained in a filing with the Commission on Forms 10-Q and 10-K if Mrs. Fields were required to file those Forms,

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including a "Management's Discussion and Analysis of Financial Condition and Results of Operations" and, with respect to the annual information only, a report on the annual financial statements by Mrs. Fields' certified independent accountants; and

(2) all current reports that would be required to be filed with the Commission on Form 8-K if Mrs. Fields were required to file those reports.

In addition, whether or not required by the Commission, Mrs. Fields will file a copy of all of the information and reports referred to in clauses (1) and (2) above with the Commission for public availability within the time periods specified in the Commission's rules and regulations (unless the Commission will not accept the filing) and make the information available to securities analysts and prospective investors upon request.

In addition, Mrs. Fields and the guarantors have agreed that, for so long as any notes remain outstanding, they will furnish to the holders of notes and to securities analysts and prospective investors, upon their request, the information required to be delivered under Rule 144A(d)(4) under the Securities Act.

Events of Default and Remedies

Each of the following is an Event of Default:

(1) default for 30 days in the payment when due of interest or liquidated damages, if any, with respect to the notes;

(2) default in payment when due of the principal of or premium, if any, on the notes;

(3) failure by Mrs. Fields for 30 days after notice to comply with any of its other agreements in the indenture or the notes;

(4) default under any mortgage, indenture or instrument under which there may be issued or by which there may be secured or evidenced any Indebtedness for money borrowed by Mrs. Fields or any of its Subsidiaries (or the payment of which is guaranteed by Mrs. Fields or any of its Subsidiaries) whether the Indebtedness or guarantee now exists, or is created after November 26, 1997, if that default:

(a) is caused by a failure to pay principal of or premium, if any, or interest on that Indebtedness prior to the expiration of the grace period provided in that Indebtedness on the date of that default (a "Payment Default"); or

(b) results in the acceleration of that Indebtedness prior to its express maturity,

and, in each case, the principal amount of that Indebtedness, together with the principal amount of any other Indebtedness under which there has been a Payment Default or the maturity of which has been so accelerated, totals $2.5 million or more;

(5) failure by Mrs. Fields or any of its Subsidiaries to pay final judgments aggregating in excess of $2.5 million, which judgments are not paid, discharged or stayed for a period of 60 days;

(6) events of bankruptcy or insolvency with respect to Mrs. Fields or any of its Subsidiaries; and

(7) except as permitted by the indenture, any guarantee shall be held in any judicial proceeding to be unenforceable or invalid or shall cease for any reason to be in full force and effect or any guarantor, or any person acting on behalf of any guarantor, shall deny or disaffirm its obligations under its guarantee.

In the case of an Event of Default arising from events of bankruptcy or insolvency, with respect to Mrs. Fields, any Significant Subsidiary or any group of Subsidiaries that, taken together, would constitute a

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Significant Subsidiary, all outstanding notes will become due and payable without further action or notice. If any other Event of Default occurs and is continuing, the trustee or the holders of at least 25% in principal amount of the then outstanding notes may declare all the notes to be due and payable immediately.

Holders of the notes may not enforce the indenture or the notes except as provided in the indenture. Subject to certain limitations, holders of a majority in principal amount of the then outstanding notes may direct the trustee in its exercise of any trust or power. The trustee may withhold from holders of the notes notice of any continuing Default or Event of Default (except a Default or Event of Default relating to the payment of principal or interest) if it determines that withholding notice is in their interest.

The holders of a majority in total principal amount of the notes then outstanding by notice to the trustee may on behalf of the holders of all of the notes waive any existing Default or Event of Default and its consequences under the indenture except a continuing Default or Event of Default in the payment of interest on, or the principal of, the notes.

In the case of any Event of Default occurring by reason of any willful action or inaction taken or not taken by or on behalf of Mrs. Fields with the intention of avoiding payment of the premium that Mrs. Fields would have had to pay if Mrs. Fields then had elected to redeem the notes under the optional redemption provisions of the indenture, an equivalent premium shall also become and be immediately due and payable to the extent permitted by law upon the acceleration of the notes. If an Event of Default occurs prior to December 1, 2001 by reason of any willful action (or inaction) taken (or not taken) by or on behalf of Mrs. Fields with the intention of avoiding the prohibition on redemption of the notes before December 1, 2001, then the premium specified in the indenture shall also become immediately due and payable to the extent permitted by law upon the acceleration of the notes. If an Event of Default occurs prior to December 1, 2001 by reason of any willful action (or inaction) taken (or not taken) by or on behalf of Mrs. Fields with the intention of avoiding the prohibition on redemption of the notes prior to December 1, 2001, then the premium specified in the indenture shall also become immediately due and payable to the extent permitted by law upon acceleration of the notes.

Mrs. Fields is required to deliver to the trustee annually a statement regarding compliance with the indenture. Upon becoming aware of any Default or Event of Default, Mrs. Fields is required to deliver to the trustee a statement specifying the Default or Event of Default.

No Personal Liability of Directors, Officers, Employees and Stockholders

No director, officer, employee, incorporator or stockholder of Mrs. Fields or any guarantor, as such, shall have any liability for any obligations of Mrs. Fields or the guarantor under the notes, the guarantees the indenture, or for any claim based on, in respect of, or by reason of, those obligations or their creation. Each holder of notes by accepting a note waives and releases all liability of this kind. The waiver and release are part of the consideration for issuance of the notes. The waiver may not be effective to waive liabilities under the federal securities laws.

Legal Defeasance and Covenant Defeasance

Mrs. Fields may, at its option and at any time, elect to have all of its obligations discharged with respect to the outstanding notes ("Legal Defeasance") except for:

(1) the rights of holders of outstanding notes to receive payments in respect of the principal of, premium, if any, and interest and liquidated damages, if any, on those notes when those payments are due from the trust referred to below;

(2) Mrs. Fields' obligations with respect to the notes concerning issuing temporary notes, registration of notes, mutilated, destroyed, lost or stolen notes and the maintenance of an office or agency for payment and money for security payments held in trust;

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(3) the rights, powers, trusts, duties and immunities of the trustee, and Mrs. Fields' obligations in connection with them; and

(4) the Legal Defeasance provisions of the indenture.

In addition, Mrs. Fields may, at its option and at any time, elect to have the obligations of Mrs. Fields released with respect to certain covenants that are described in the indenture ("Covenant Defeasance") and thereafter any omission to comply with those covenants shall not constitute a Default or Event of Default with respect to the notes. In the event Covenant Defeasance occurs, some of the events (not including non-payment, bankruptcy, receivership, rehabilitation and insolvency events) described under "Events of Default and Remedies" will no longer constitute a Default or an Event of Default with respect to the notes.

In order to exercise either Legal Defeasance or Covenant Defeasance:

(1) Mrs. Fields must irrevocably deposit with the trustee, in trust, for the benefit of the holders of the notes, cash in U.S. dollars, non-callable Government Securities, or a combination thereof, in amounts that will be sufficient, in the opinion of a nationally recognized firm of independent public accountants, to pay the principal of, premium, if any, and interest and liquidated damages, if any, on the outstanding notes on the stated maturity or on the applicable redemption date, as the case may be, and Mrs. Fields must specify whether the notes are being defeased to maturity or to a particular redemption date;

(2) in the case of Legal Defeasance, Mrs. Fields shall have delivered to the trustee an opinion of counsel reasonably acceptable to the trustee confirming that

(a) Mrs. Fields has received from, or there has been published by, the Internal Revenue Service a ruling or

(b) since November 26, 1997, there has been a change in the applicable federal income tax law, in either case to the effect that, and based on which the opinion of counsel shall confirm that, the holders of the outstanding notes will not recognize income, gain or loss for federal income tax purposes as a result of the Legal Defeasance and will be subject to federal income tax on the same amounts, in the same manner and at the same times as would have been the case if the Legal Defeasance had not occurred;

(3) in the case of Covenant Defeasance, Mrs. Fields shall have delivered to the trustee an opinion of counsel reasonably acceptable to the trustee confirming that the holders of the outstanding notes will not recognize income, gain or loss for federal income tax purposes as a result of the Covenant Defeasance and will be subject to federal income tax on the same amounts, in the same manner and at the same times as would have been the case if the Covenant Defeasance had not occurred;

(4) no Default or Event of Default shall have occurred and be continuing either:

(a) on the date of the deposit (other than a Default or Event of Default resulting from the borrowing of funds to be applied to the deposit); or

(b) insofar as Events of Default from bankruptcy or insolvency events are concerned, at any time in the period ending on the 91st day after the date of deposit;

(5) the Legal Defeasance or Covenant Defeasance will not result in a breach or violation of, or constitute a default under any material agreement or instrument (other than the indenture) to which Mrs. Fields or any of its Subsidiaries is a party or by which Mrs.

Fields or any of its Subsidiaries is bound;

(6) Mrs. Fields must have delivered to the trustee an opinion of counsel to the effect that after the 91st day following the deposit, the trust funds will not be subject to the effect of any applicable bankruptcy, insolvency, reorganization or similar laws affecting creditors' rights generally;

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(7) Mrs. Fields must deliver to the trustee an officers' certificate stating that the deposit was not made by Mrs. Fields with the intent of preferring the holders of notes over the other creditors of Mrs. Fields with the intent of defeating, hindering, delaying or defrauding creditors of Mrs. Fields or others; and

(8) Mrs. Fields must deliver to the trustee an officers' certificate and an opinion of counsel, each stating that all conditions precedent relating to the Legal Defeasance or the Covenant Defeasance have been complied with.

Amendment, Supplement and Waiver

Without the consent of each holder affected, an amendment or waiver may not (with respect to any notes held by a non-consenting holder):

(1) reduce the principal amount of notes whose holders must consent to an amendment, supplement or waiver;

(2) reduce the principal of or change the fixed maturity of any note or alter the provisions with respect to the redemption of the notes (other than provisions relating to the covenants described above under the caption "Repurchase at the Option of Holders");

(3) reduce the rate of or change the time for payment of interest on any note;

(4) waive a Default or Event of Default in the payment of principal of or premium, if any, or interest on the notes (except a rescission of acceleration of the notes by the holders of at least a majority in total principal amount of the notes and a waiver of the payment default that resulted from the acceleration);

(5) make any note payable in money other than that stated in the notes;

(6) make any change in the provisions of the indenture relating to waivers of past Defaults or the rights of holders of notes to receive payments of principal of or premium, if any, or interest on the notes;

(7) waive a redemption payment with respect to any note (other than a payment required by one of the covenants described above under the caption "Repurchase at the Option of Holders"); or

(8) make any change in the preceding amendment and waiver provisions.

Notwithstanding the preceding, without the consent of any holder of notes, Mrs. Fields and the trustee may amend or supplement the indenture or the notes:

(1) to cure any ambiguity, defect or inconsistency;

(2) to provide for uncertificated notes in addition to or in place of certificated notes;

(3) to provide for the assumption of Mrs. Fields' obligations to holders of notes in the case of a merger or consolidation or sale of all or substantially all of Mrs. Fields' assets;

(4) to make any change that would provide any additional rights or benefits to the holders of notes or that does not adversely affect the legal rights under the indenture of any holder; or

(5) to comply with requirements of the Commission in order to effect or maintain the qualification of the indenture under the Trust Indenture Act.

Concerning the Trustee

If the trustee becomes a creditor of Mrs. Fields, the indenture limits its right to obtain payment of claims in certain cases, or to realize on certain property received in respect of any such claim as security or otherwise.

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The trustee will be permitted to engage in other transactions; however, if it acquires any conflicting interest it must eliminate the conflict within 90 days, apply to the Commission for permission to continue or resign.

The holders of a majority in principal amount of the then outstanding notes will have the right to direct the time, method and place of conducting any proceeding for exercising any remedy available to the trustee, subject to certain exceptions. The indenture provides that in case an Event of Default shall occur and be continuing, the trustee will be required, in the exercise of its power, to use the degree of care of a prudent man in the conduct of his own affairs. Subject to those provisions, the trustee will be under no obligation to exercise any of its rights or powers under the indenture at the request of any holder of notes, unless that holder shall have offered to the trustee security and indemnity satisfactory to it against any loss, liability or expense.

Book-Entry, Delivery and Form

The new notes exchanged for old notes through the Book-Entry Transfer Facility will be represented by a Global Note (the "New Global Note"). One New Global Note shall be issued with respect to each $100 million or less in total principal amount at maturity of the New Global Note. The New Global Note will be issued on the date of the closing of the exchange offer with the trustee, as custodian of The Depository Trust Company, under a FAST Balance Certificate Agreement between the trustee and The Depository Trust Company and registered in the name of Cede & Co., as nominee of The Depository Trust Company (that nominee being referred to as the "Global Holder").

New notes exchanged for old notes which are in the form of registered definitive certificates will be issued in the form of certificated notes. The certificated notes may, unless the New Global Note has previously been exchanged for certificated notes, be exchanged for an interest in the New Global Note representing the principal amount of new notes being transferred.

The Depository Trust Company has advised us that it is a limited-purchase trust company that was created to hold securities for its participating organizations (collectively, the "Participants") and to facilitate the clearance and settlement of transactions in those securities between Participants through electronic book-entry changes in accounts of its Participants. The Participants include securities brokers and dealers (including the placement agents for the old notes), banks and trust companies, clearing corporations and certain other organizations. Access to The Depository Trust Company's system is also available to the other entities such as banks, brokers, dealers and trust companies (collectively, the "Indirect Participants") that clear through or maintain a custodial relationship with a Participant, either directly or indirectly. Persons who are not Participants may beneficially own securities held by or on behalf of The Depository Trust Company only through the Participants or the Indirect Participants.

We expect that under procedures established by The Depository Trust Company:

(1) upon deposit of the New Global Note, The Depository Trust Company will credit the accounts of Participants with portions of the New Global Note; and

(2) ownership of the notes will be shown on, and the transfer of ownership thereof will be effected only through, records maintained by The Depository Trust Company, the Participants and the Indirect Participants.

The laws of some states require that certain persons take physical delivery in definitive form of securities that they own. Consequently, the ability to transfer notes may be limited.

For so long as the Global Holder is the registered owner of any New Global Notes, the Global Holder will be considered the sole owner of those new notes represented by those New Global Notes outstanding under the indenture. Except as provided below, owners of beneficial interests in a New Global Note will not be entitled to have new notes represented by the New Global Note registered in their names, will not receive or be entitled to receive physical delivery of certificated notes, and will not be considered the owners or holders thereof under

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the indenture for any purpose. As a result, the ability of a person having a beneficial interest in new notes represented by a New Global Note to pledge that interest to persons or entities that do not participate in The Depository Trust Company's system or to otherwise take actions in respect of that interest, may be affected by the lack of physical certificate evidencing that interest. Accordingly, each person owning a beneficial interest in a New Global Note must rely on the procedures of The Depository Trust Company, if that person is not a Participant or an Indirect Participant, on the procedures of the Participant through which that person owns its interest, to exercise any rights of a holder under that New Global Note of the indenture.

Neither Mrs. Fields nor the trustee will have any responsibility or liability for any aspect of the records relating to or payments made on account of new notes by The Depository Trust Company, or for maintaining, supervising or reviewing any records of The Depository Trust Company relating to those new notes.

The trustee will make payments in respect of the principal of, premium, if any, interest and liquidated damages, if any, on any new notes registered in the name of a Global Holder on the applicable record date to or at the direction of such Global Holder in its capacity as the registered holder under the indenture. Under the terms of the indenture, Mrs. Fields and the trustee may treat the persons in whose name the notes, including the New Global Notes, are registered as the owners of such notes for the purpose of receiving such payments and all other purposes.

We expect that The Depository Trust Company or its nominee, upon receipt of payments of principal, premium, if any, interest and liquidated damages, if any, on the New Global Notes, will credit their Participants' or Indirect Participants' accounts with payments in amounts proportionate to their respective interests in the principal amount of the New Global Notes as shown on the records of The Depository Trust Company. Neither Mrs. Fields nor the trustee has any responsibility or liability for those payments. Payments by the Participants and the Indirect Participants to the beneficial owners of new notes will be governed by standing instructions and customary practice. Those payments will be the responsibility of the Participants or the Indirect Participants.

Certificated Securities

If:

(1) Mrs. Fields notifies the trustee in writing that The Depository Trust Company is no longer willing or able to act as a depository and Mrs. Fields is unable to locate a qualified successor within 90 days or

(2) Mrs. Fields, at its option, notifies the trustee in writing that it elects to cause the issuance of the new notes in definitive form under the indenture, then, upon surrender by the relevant Global Holder of its New Global Note, new notes in that form will be issued to each person that the Global Holder and The Depository Trust Company identifies as the beneficial owner of the related new notes.

In addition, subject to certain conditions, any person having a beneficial interest in the New Global Note may, upon request to the trustee, exchange that beneficial interest for certificated notes. Upon issuance, the trustee is required to register the new notes in the name of, and cause the same to be delivered to, that person or persons (or the nominee of any of them). The new notes would be issued in fully registered forms.

Exchange Offer; Registration Rights

Mrs. Fields, Mrs. Fields Brand, Great American and the placement agents for the 10 1/8% Series C Senior Notes due 2004 entered into the registration rights agreement on August 24, 1998. The registration rights agreement requires Mrs. Fields and the guarantors to file with the Commission the Registration Statement on the appropriate form under the Securities Act with respect to an offer to exchange the 10 1/8% Series C Senior Notes due 2004 for the new notes, which will have terms substantially similar in all material respects to the old

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notes. Upon the effectiveness of the Registration Statement, Mrs. Fields will offer to the holders of notes that are subject to restrictions on transfer under the exchange offer who are able to make the necessary representations the opportunity to exchange their notes for new notes.

If:

(1) Mrs. Fields and the guarantors had not been required to file the exchange offer Registration Statement or are not permitted to consummate the exchange offer because the exchange offer is not permitted by applicable law or Commission policy; or

(2) any holder of notes that are subject to restrictions on transfer notifies Mrs. Fields prior to the 20th day following consummation of the exchange offer that:

(a) it is prohibited by law or Commission policy from participating in the exchange offer or

(b) that it may not resell the new notes acquired by it in the exchange offer to the public without delivering a prospectus and the prospectus contained in the Registration Statement is not appropriate or available for resales;

(c) that it is a broker-dealer and owns 10 1/8% Series C Senior Notes due 2004 acquired directly from Mrs. Fields or an affiliate of Mrs. Fields,

then Mrs. Fields and the guarantors will file with the Commission a Shelf Registration Statement to cover resales of the 10 1/8% Series C Senior Notes due 2004 by the holders of those notes who satisfy specific conditions relating to the provision of information in connection with the Shelf Registration Statement. Mrs. Fields and the guarantors will use their best efforts to cause the applicable registration statement to be declared effective as promptly as possible by the Commission. Notes will be subject to restrictions on transfer until:

(1) a person other than a broker-dealer has exchanged notes in the exchange offer,

(2) a broker-dealer has exchanged notes in the exchange offer and sells them to a purchaser that receives this prospectus from the broker- dealer on or before the sale,

(3) the notes are sold under an effective shelf registration statement that we have filed, or

(4) the notes are sold to the public under Rule 144 of the Securities Act.

The registration rights agreement requires that:

(1) Mrs. Fields and the guarantors must file a Registration Statement with the Commission on or prior to 90 days after August 24, 1998,

(2) Mrs. Fields and the guarantors must use their best efforts to have the Registration Statement declared effective by the Commission on or prior to 150 days after August 24, 1998,

(3) unless the exchange offer would not be permitted by applicable law or Commission policy, Mrs. Fields will commence the exchange offer and use its best efforts to issue on or prior to 30 business days after the date on which the exchange offer Registration Statement was declared effective by the Commission, new notes in exchange for all old notes tendered prior to it in the exchange offer, and

(4) if obligated to file the Shelf Registration Statement, Mrs. Fields and the guarantors will use their best efforts to file the Shelf Registration Statement with the Commission on or prior to 90 days after that filing obligation arises and to cause the Shelf Registration to be declared effective by the Commission on or prior to 150 days after that obligation arises.

If:

(1) Mrs. Fields and the guarantors fail to file any of the Registration Statements required by the registration rights agreement on or before the date specified for the filing,

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(2) any of the Registration Statements is not declared effective by the Commission on or prior to the date specified for effectiveness (the "Effectiveness Target Date"), or

(3) Mrs. Fields fails to consummate the exchange offer within 30 business days of the Effectiveness Target Date with respect to the Registration Statement, or

(4) the Shelf Registration Statement or the Registration Statement is declared effective but thereafter ceases to be effective or usable in connection with resales of notes that are subject to restrictions on transfer during the periods specified in the registration rights agreement

each event referred to in clauses (1) through (4) above a "Registration Default", then Mrs. Fields and the guarantors will pay liquidated damages to each holder of old notes, with respect to the first 90-day period immediately following the occurrence of the first Registration Default in an amount equal to $.05 per week per $1,000 principal amount of 10 1/8% Series C Senior Notes due 2004 held by the holder. The amount of the liquidated damages will increase by an additional $.05 per week per $1,000 principal amount of notes with respect to each subsequent 90-day period until all Registration Defaults have been cured, up to a maximum amount of liquidated damages of $.50 per week per $1,000 principal amount of 10 1/8% Series C Senior Notes due 2004. Mrs. Fields will pay all accrued liquidated damages on each damages payment date to the Global Note Holder by wire transfer of immediately available funds or by federal funds check and to holders of certificated old notes by wire transfer to the accounts specified by them or by mailing checks to their registered addresses if no accounts have been specified. Following the cure of all Registration Defaults, the accrual of liquidated damages will cease.

Since the Registration Statement was not effective by January 21, 1999, Mrs. Fields has incurred liquidated damages of approximately $56,000 as of July 3, 1999. On June 1, 1999, Mrs. Fields paid $42,000 of this amount to the holders of 10 1/8% Series C Senior Notes due 2004.

Holders of old notes will be required to make certain representations to Mrs. Fields in order to participate in the exchange offer and will be required to deliver information to be used in connection with the Shelf Registration Statement and to provide comments on the Shelf Registration Statement within the time periods described in the registration rights agreement in order to have their notes included in the Shelf Registration Statement and benefit from the provisions regarding liquidated damages described above.

Certain Definitions

Set forth below are certain defined terms used in the Indenture. Reference is made to the indenture for a full disclosure of all of these terms, as well as any other capitalized terms used in this prospectus for which no definition is provided.

"Accounting Firm" means any of Arthur Andersen LLP, Deloitte & Touche LLP, Ernst & Young LLP, KPMG Peat Marwick LLP and PricewaterhouseCoopers LLP or any of their successor firms.

"Acquired Indebtedness" means, with respect to any specified person:

(1) Indebtedness of any other person existing at the time the other person is merged with or into or became a Subsidiary of the specified person, excluding, however, Indebtedness incurred in connection with, or in contemplation of, the other person merging with or into or becoming a Subsidiary of the specified person; and

(2) Indebtedness secured by a Lien encumbering any asset acquired by the specified person.

"Affiliate" of any specified person means any other person directly or indirectly controlling or controlled by or under direct or indirect common control with the specified Person. For purposes of this definition, "control," as used with respect to any person, shall mean the possession, directly or indirectly, of the power to direct or cause the direction of the management or policies of the person, whether through the ownership of

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voting securities, by agreement or otherwise; provided that beneficial ownership of 10% or more of the voting stock of a person shall be deemed to be control. For purposes of this definition, the terms "controlling," "controlled by" and "under common control with" shall have correlative meanings.

"Asset Sale" means:

(1) the sale, lease, conveyance or other disposition of any assets or rights, other than sales of inventory in the ordinary course of business consistent with past practices; provided that the sale, conveyance or other disposition of all or substantially all of the assets of Mrs. Fields and its Subsidiaries taken as a whole will be governed by the provisions of the indenture described above under the caption "Change of Control" and/or the provisions described above under the caption "Merger, Consolidation or Sale of Assets" and not by the provisions of the Asset Sale covenant; and

(2) the issuance of Equity Interests of any of Mrs. Fields' Subsidiaries or the sale of Equity Interests in any of its Subsidiaries.

Notwithstanding the preceding, the following items shall not be deemed to be Asset Sales:

(1) any single transaction or series of related transactions that:

(a) involves assets having a fair market value equal to or less than $1.0 million; or

(b) results in net proceeds equal to or less than $1.0 million;

(2) a transfer of assets between or among Mrs. Fields and its Wholly Owned Subsidiaries,

(3) an issuance of Equity Interests by a Wholly Owned Subsidiary to Mrs. Fields or to another Wholly Owned Subsidiary;

(4) a Restricted Payment that is permitted by the covenant described above under the caption "Restricted Payments";

(5) arrangements providing for the receipt by Mrs. Fields of franchise and royalty fees but not otherwise involving the sale of assets of Mrs. Fields or any of its Subsidiaries (other than inventory in the ordinary course of business); and

(6) a disposition of any Non-Core Stores.

"Beneficial Owner" has the meaning assigned to that term in Rule 13d-3 and Rule 13d-5 under the Exchange Act, except that in calculating the beneficial ownership of any particular "person" (as that term is used in Section 13(d)(3) of the Exchange Act), that "person" shall be deemed to have beneficial ownership of all securities that the "person" has the right to acquire, whether that right is currently exercisable or is exercisable only upon, the occurrence of a subsequent condition.

"Capital Lease Obligation" means, at the time any determination thereof is to be made, the amount of the liability in respect of a capital lease that would at that time be required to be capitalized on a balance sheet in accordance with generally accepted accounting principles in effect on November 26, 1997.

"Capital Stock" means:

(1) in the case of a corporation, corporate stock;

(2) in the case of an association or business entity, any and all shares, interests, participations, rights or other equivalents (however designated) of corporate stock;

(3) in the case of a partnership or limited liability company, partnership or membership interests (whether general or limited); and

(4) any other interest or participation that confers on a person the right to receive a share of the profits and losses of, or distributions of assets of, the issuing person.

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"Cash Equivalents" means:

(1) United States dollars;

(2) securities issued or directly and fully guaranteed or insured by the United States government or any agency or instrumentality of any of them having maturities of not more than six months from the date of acquisition;

(3) marketable direct obligations issued by any State of the United States or any local government or other political subdivision of any of them rated (at the time of the acquisition of the security) at least "AA" by Standard & Poor's Rating Service or an equivalent rating by Moody's Investors Service, Inc. and having maturities of not more than one year from the acquisition of the security;

(4) certificates of deposit and eurodollar time deposits with maturities of six months or less from the date of acquisition, bankers acceptances with maturities not exceeding six months and overnight bank deposits, in each case, with any domestic commercial bank having capital and surplus in excess of $500 million and a Keefe Bank Watch Rating of B or better or with any registered broker-dealer whose commercial paper is rated at least A-1 by Standard & Poor's Rating Service or an equivalent rating by Moody's Investors Service, Inc.;

(5) repurchase obligations with a term of not more than seven days for underlying securities of the types described in clauses (2) and (4) above entered into with any financial institution meeting the qualifications specified in clause (4) above;

(6) commercial paper rated at least A-1 by Standard & Poor's Rating Service or an equivalent rating by Moody's Investors Service, Inc. and, in each case, maturing within six months after the date of acquisition; and

(7) investments in money market funds all of whose assets consist of securities described in clauses (2) through (6) above.

"Change of Control" means the occurrence of any of the following:

(1) the sale, transfer, conveyance or other disposition (other than by way of merger or consolidation), in one or a series of related transactions, of all or substantially all of the assets of Mrs. Fields and its Subsidiaries taken as a whole to any "person" (as that term is used in Section 13(d)(3) of the Exchange Act) other than Herbert S. Winokur, Jr. and Capricorn Investors II, L.P. or their Related Parties.

(2) the adoption of a plan relating to the liquidation or dissolution of Mrs. Fields;

(3) the consummation of any transaction (including, without limitation, any merger or consolidation) the result of which is that any "person" (as defined above), other than Herbert S. Winokur, Jr. and Capricorn Investors II, L.P. or their Related Parties becomes the Beneficial Owner, directly or indirectly, of more than 50% of the voting stock of Mrs. Fields, measured by voting power rather than number of shares; or

(4) the first day on which a majority of the members of the Board of Directors of Mrs. Fields are not Continuing Directors;

For purposes of this definition, any transfer of an equity interest of an entity that was formed for the purpose of acquiring voting stock of Mrs. Fields will be deemed to be a transfer of that portion of the voting stock as corresponds to the portion of the equity of the entity that has been so transferred.

"Consolidated Cash Flow" means, with respect to any person for any period, the Consolidated Net Income of that person for that period plus:

(1) an amount equal to any extraordinary loss plus any net loss realized in connection with an Asset Sale, to the extent those losses were deducted in computing the Consolidated Net Income; plus

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(2) provision for taxes based on income or profits of that person and its Subsidiaries for that period, to the extent that the provision for taxes was deducted in computing the Consolidated Net Income; plus

(3) consolidated interest expense of that person and its Subsidiaries for that period, whether paid or accrued and whether or not capitalized (including, without limitation, amortization of debt issuance costs and original issue discount, non-cash interest payments, the interest component of any deferred payment obligations, the interest component of all payments associated with Capital Lease Obligations, commissions, discounts and other fees and charges incurred in respect of letter of credit or bankers' acceptance financings, and net payments, if any, under Hedging Obligations), to the extent that the expense was deducted in computing the Consolidated Net Income; plus

(4) depreciation, amortization (including amortization of goodwill and other intangibles but excluding amortization of prepaid cash expenses that were paid in a prior period) and other non-cash expenses (excluding the non-cash expense to the extent that it represents an accrual of or reserve for cash expenses in any future period or amortization of a prepaid cash expense that was paid in a prior period) of the person and its Subsidiaries for that period to the extent that the depreciation, amortization and other non-cash expenses were deducted in computing the Consolidated Net Income; minus

(5) non-cash items increasing the Consolidated Net Income for that period, in each case, on a consolidated basis and determined in accordance with generally accepted accounting principles in effect on November 26, 1997.

Notwithstanding the preceding, the provision for taxes based on the income or profits of, and the depreciation and amortization and other non-cash charges of, a Subsidiary of the specified person shall be added to Consolidated Net Income to compute Consolidated Cash Flow only to the extent and in the same proportion that the net income of the Subsidiary was included in calculating Consolidated Net Income and only if a corresponding amount would be permitted at the date of determination to be dividended to Mrs. Fields by the Subsidiary without prior governmental approval (that has not been obtained), under the terms of its charter and all agreements, instruments, judgments, decrees, orders, statutes, rules and governmental regulations applicable to that Subsidiary or its stockholders.

"Consolidated Net Income" means, with respect to any specified person for any period, the total of the Net Income of the Person and its Subsidiaries for that period, on a consolidated basis, determined in accordance with generally accepted accounting principles in effect on November 26, 1997; provided that:

(1) the Net Income (but not loss) of any person that is not a Subsidiary or that is accounted for by the equity method of accounting shall be included only to the extent of the amount of dividends or distributions paid in cash to the specified person or a Wholly Owned Subsidiary of the person that is a guarantor;

(2) the Net Income of any Subsidiary shall be excluded to the extent that the declaration or payment of dividends or similar distributions by that Subsidiary of that Net Income is not at the date of determination permitted without any prior governmental approval (that has not been obtained) or, directly or indirectly, by operation of the terms of its charter or any agreement, instrument, judgment, decree, order, statute, rule or governmental regulation applicable to that Subsidiary or its stockholders;

(3) the Net Income of any person acquired in a pooling of interests transaction for any period prior to the date of the acquisition shall be excluded; and

(4) the cumulative effect of a change in accounting principles shall be excluded.

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"Consolidated Net Worth" means, with respect to any person as of any date, the sum of:

(1) the consolidated equity of the common stockholders of the person and its consolidated Subsidiaries as of that date plus

(2) the respective amounts reported on that person's balance sheet as of that date with respect to any series of preferred stock (other than Disqualified Stock) that by its terms is not entitled to the payment of dividends unless those dividends may be declared and paid only out of net earnings in respect of the year of declaration and payment, but only to the extent of any cash received by the person upon issuance of the preferred stock, less

(a) all write-ups (other than write-ups resulting from foreign currency translations and write-ups of tangible assets of a going concern business made within 12 months after the acquisition of such business) subsequent to November 26, 1997 in the book value of any asset owned by the person or a consolidated Subsidiary of the person,

(b) all investments as of that date in unconsolidated Subsidiaries and in persons that are not Subsidiaries (except, in each case, Permitted Investments), and

(c) all unamortized debt discount and expense and unamortized deferred charges as of that date, all of the foregoing determined in accordance with generally accepted accounting principles in effect on November 26, 1997.

"Continuing Directors" means, as of any date of determination, any member of the Board of Directors of Mrs. Fields who:

(1) was a member of the Board of Directors on the date of the indenture; or

(2) was nominated for election or elected to the Board of Directors with the approval of a majority of the Continuing Directors who were members of the Board at the time of the nomination or election.

"Disqualified Stock" means any Capital Stock that, by its terms (or by the terms of any security into which it is convertible or for which it is exchangeable), or upon the happening of any event, matures or is mandatorily redeemable, under a sinking fund obligation or otherwise, or redeemable at the option of its holder, in whole or in part, on or prior to the date that is 91 days after the date on which the notes mature. Notwithstanding the preceding sentence, any Capital Stock that would constitute Disqualified Stock solely as a result of any maturity or redemption of that Capital Stock shall not constitute Disqualified Stock if that maturity or redemption or redemption complies with the covenant described above under the caption "--Certain Covenants--Restricted Payments."

"Existing Indebtedness" means Indebtedness of Mrs. Fields and its Subsidiaries (including preferred stock of Pretzel Time outstanding on November 26, 1999 but excluding any Indebtedness of Mrs. Fields or any of its Subsidiaries under any credit facility with a maximum total amount of $15.0 million that is permitted under the indenture existing on November 26, 1999) in existence on November 26, 1999, until those amounts are repaid.

"Fixed Charges" means, with respect to any person for any period, the sum, without duplication, of

(1) the consolidated interest expense of the Person and its Subsidiaries for that period, whether paid or accrued (including, without limitation, amortization of debt issuance costs and original issue discount, non-cash interest payments, the interest component of any deferred payment obligations, the interest component of all payments associated with Capital Lease Obligations, commissions, discounts and other fees and charges incurred in respect of letter of credit or bankers acceptance financings, and net payments (if any) under Hedging Obligations);

(2) the consolidated interest expense of the Person and its Subsidiaries that was capitalized during that period;

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(3) any interest expense on Indebtedness of another person that is guaranteed by that person or one of its Subsidiaries or secured by a Lien on assets of that person or one of its Subsidiaries (whether or not that guarantee or Lien is called upon); and

(4) the product of
(a) all dividend payments, whether or not in cash, on any series of preferred stock of the Person or any of its Subsidiaries, other than dividend payments on Equity Interests payable solely in Equity Interests of Mrs. Fields, times
(b) a fraction, the numerator of which is one and the denominator of which is one minus the then current combined federal, state and local statutory tax rate of the person, expressed as a decimal, in each case, on a consolidated basis and in accordance with generally accepted accounting principles in effect on August 29, 1998.

"Fixed Charge Coverage Ratio" means with respect to any person for any period, the ratio of the Consolidated Cash Flow of that person for that period to the Fixed Charges of that person for that period. In the event that Mrs. Fields or any of its Subsidiaries incurs, assumes, guarantees or redeems any Indebtedness (other than revolving credit borrowings) or issues preferred stock subsequent to the commencement of the period for which the Fixed Charge Coverage Ratio is being calculated but prior to the date on which the event for which the calculation of the Fixed Charge Coverage Ratio is made (the "Calculation Date"), then the Fixed Charge Coverage Ratio shall be calculated giving pro forma effect to that incurrence, assumption, guarantee or redemption of Indebtedness, or that issuance or redemption of preferred stock, as if the same had occurred at the beginning of the applicable four-quarter reference period.

In addition, for purposes of making the computation referred to above:

(1) acquisitions that have been made by Mrs. Fields or any of its Subsidiaries, including through mergers or consolidations and including any related financing transactions, during the four- quarter reference period or subsequent to that reference period and on or prior to the Calculation Date shall be deemed to have occurred on the first day of the four-quarter reference period and Consolidated Cash Flow for that reference period shall be calculated without giving effect to clause (3) of the proviso described in the definition of Consolidated Net Income;

(2) the Consolidated Cash Flow attributable to discontinued operations, as determined in accordance with generally accepted accounting principles in effect on November 26, 1997, and operations or businesses disposed of prior to the Calculation Date, shall be excluded,

(3) the Fixed Charges attributable to discontinued operations, as determined in accordance with generally accepted accounting principles in effect on November 26, 1997, and operations or businesses disposed of prior to the Calculation Date, shall be excluded, but only to the extent that the obligations giving rise to those Fixed Charges will not be obligations of the specified person or any of its Subsidiaries following the Calculation Date; and

(4) the financial information of Mrs. Fields with respect to any portion of the four fiscal quarters prior to generally accepted accounting principles in effect on November 26, 1997 may be adjusted to eliminate certain historical expenses that are not expected to recur after the consummation of the Pretzel Contributions so long as those adjustments are not deemed to be contrary to the requirements of Regulation S-X under the Securities Act by an Accounting Firm.

In calculating the Fixed Charge Coverage Ratio for any period, to the extent that the proceeds from the incurrence of any Indebtedness are to be used to fund the acquisition of Equity Interests or assets in the same or a similar line of business as Mrs. Fields and its Subsidiaries were engaged in on November 26, 1997, including, without limitation, the specialty retail snack- food business, Mrs. Fields may include any pro forma adjustments permitted by Regulation S-X under the Securities Act in its calculation of the amount of Consolidated Cash Flow that relate solely to the acquisition, so long as these pro forma adjustments are not deemed to be contrary to the requirements of Rule 11-02 of Regulation S-X under the Securities Act in writing by an Accounting Firm.

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"Hedging Obligations" means, with respect to any person, the obligations of that person under:

(1) interest rate swap agreements, interest rate cap agreements and interest rate collar agreements; and

(2) other agreements or arrangements designed to protect that person against fluctuations in interest or foreign currency exchange rates.

"Indebtedness" means, with respect to any specified person, any indebtedness of that person, whether or not contingent, in respect of:

(1) borrowed money;

(2) evidenced by bonds, notes, debentures or similar instruments or letters of credit (or reimbursement agreements in respect of those instruments);

(3) banker's acceptances;

(4) representing Capital Lease Obligations;

(5) the balance deferred and unpaid of the purchase price of any property, except any balance that constitutes an accrued expense or trade payable; or

(6) representing any Hedging Obligations,

if and to the extent any of the preceding (other than letters of credit and Hedging Obligations) would appear as a liability upon a balance sheet of the specified person prepared in accordance with generally accepted accounting principles in effect on November 26, 1997. In addition, the term "Indebtedness" includes all Indebtedness of others secured by a Lien on any asset of the specified person (whether or not such Indebtedness is assumed by the specified person) and, to the extent not otherwise included, the guarantee by the person of any Indebtedness of any other person.

The amount of any Indebtedness outstanding as of any date shall be:

(1) the accreted value of the Indebtedness, in the case of any Indebtedness that does not require current payments of interest; and

(2) the principal amount of the Indebtedness, together with any interest on the Indebtedness that is more than 30 days past due, in the case of any other Indebtedness.

"Investments" means, with respect to any person, all investments by that person in other persons (including Affiliates) in the forms of direct or indirect loans (including guarantees of Indebtedness or other obligations), advances or capital contributions (excluding commission, travel and similar advances to officers and employees made in the ordinary course of business), purchases or other acquisitions for consideration of Indebtedness, Equity Interests or other securities, together with all items that are or would be classified as investments on a balance sheet prepared in accordance with generally accepted accounting principles in effect on November 26, 1997, provided that an acquisition of assets, Equity Interests or other securities by Mrs. Fields for consideration consisting of common stock of Mrs. Fields shall not be deemed to be an Investment. If Mrs. Fields or any Subsidiary of Mrs. Fields sells or otherwise disposes of any Equity Interests of any direct or indirect Subsidiary of Mrs. Fields such that, after giving effect to the sale or disposition, the person is no longer a Subsidiary of Mrs. Fields, Mrs. Fields shall be deemed to have made an Investment on the date of any such sale or disposition equal to the fair market value of the Equity Interests of the Subsidiary not sold or disposed of in an amount determined as provided in the final paragraph of the covenant described above under the caption "Certain Covenants--Restricted Payments".

"Lien" means, with respect to any asset, any mortgage, lien, pledge, charge, security interest or encumbrance of any kind in respect of that asset, whether or not filed, recorded or otherwise perfected under applicable law (including any conditional sale or other title retention agreement, any lease in the nature thereof,

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any option or other agreement to sell or give a security interest in and any filing of or agreement to give any financing statement under the Uniform Commercial Code (or equivalent statutes) of any jurisdiction), provided that the definition of Lien shall not include any option, call or similar right relating to treasury shares of Mrs. Fields to the extent that the option, call or right is granted:

(1) under any employee stock option plan, employee stock ownership plan or similar plan or arrangement of Mrs. Fields or its Subsidiaries or

(2) in connection with the issuance of Indebtedness permitted to be incurred under the covenant described under the caption "Certain Covenants--Incurrence of Indebtedness and Issuance of Preferred Stock".

"Net Income" means, with respect to any person, the net income (loss) of that person, determined in accordance with generally accepted accounting principles in effect on November 26, 1997 and before any reduction in respect of preferred stock dividends, excluding, however:

(1) any gain (but not loss), together with any related provision for taxes on that gain (but not loss), realized in connection with

(a) any Asset Sale (including, without limitation, dispositions under sale and leaseback transactions) or

(b) the disposition of any securities by the person or any of its Subsidiaries or the extinguishment of any Indebtedness of the person or any of its Subsidiaries; and

(2) any extraordinary or nonrecurring gain (but not loss), together with any related provision for taxes on that extraordinary or nonrecurring gain (but not loss).

"Net Proceeds" means the total cash proceeds received by Mrs. Fields or any of its Subsidiaries in respect of any Asset Sale (including, without limitation, any cash received upon the sale or other disposition of any non- cash consideration received in any Asset Sale but only as and when received), net of the direct costs relating to the Asset Sale (including, without limitation, legal, accounting and investment banking fees, and sales commissions) and any relocation expenses incurred as a result thereof, taxes paid or payable as a result thereof (after taking into account any available tax credits or deductions and any tax sharing arrangements), amounts required to be applied to the permanent repayment of, or permanent reduction in availability or commitment under, Indebtedness secured by a Lien on the asset or assets that were the subject of the Asset Sale and any reserve for adjustment in respect of the sale price of the asset or assets established in accordance with generally accepted accounting principles in effect on November 26, 1997.

"Non-Core Stores" means the stores listed in Exhibit B to the Indenture.

"Permitted Investments" means:

(1) any Investment in Mrs. Fields or in a Wholly Owned Subsidiary of Mrs. Fields that is a guarantor and that is engaged;

(2) any Investment in Cash Equivalents;

(3) any Investment by Mrs. Fields or any Subsidiary of Mrs. Fields in a person, if as a result of the Investment

(a) the person becomes a Wholly Owned Subsidiary of Mrs. Fields and a guarantor that is engaged in the same or a similar line of business as Mrs. Fields and its Subsidiaries were engaged in on November 26, 1997, including without limitation, the specialty retail snack-food business or

(b) the person is merged, consolidated or amalgamated with or into, or transfers or conveys substantially all of its assets to, or is liquidated into, Mrs. Fields or a Wholly Owned Subsidiary of Mrs. Fields that is a guarantor and that is engaged in the same or a similar line of business as Mrs. Fields and its Subsidiaries were engaged in on November 26, 1997, including without limitation, the specialty retail snack-food business;

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(4) any Investment other than a Permitted Investment made as a result of the receipt of non-cash consideration from an Asset Sale that was made under and in compliance with the covenant described above under the caption "Repurchase at the Option of Holders -- Asset Sales";

(5) any acquisition of assets solely in exchange for the issuance of Equity Interests (other than Disqualified Stock) of Mrs. Fields;

(6) any Investments in accounts and notes receivable acquired in the ordinary course of business;

(7) any Investments in notes of employees, officers, directors and their transferees and Affiliates issued to Mrs. Fields representing payment of the exercise price of options to purchase common stock of Mrs. Fields;

(8) any Investments by Mrs. Fields in Hedging Obligations otherwise permitted to be incurred under the indenture;

(9) any Investments existing on November 26, 1997 (including, without limitation, a $500,000 loan to Martin E. Lisiewski outstanding as of November 26, 1997); and

(10) any purchase of any and all remaining common stock of Pretzel Time.

"Permitted Liens" means:

(1) Liens securing Indebtedness under a credit facility with a maximum total amount of $15.0 million that is permitted under the indenture that was permitted by the terms of the indenture to be incurred;

(2) Liens in favor of Mrs. Fields;

(3) Liens on property of a person existing at the time the person is merged into or consolidated with Mrs. Fields or any Subsidiary of Mrs. Fields, provided that those Liens were in existence prior to the contemplation of the merger or consolidation and do not extend to any assets other than those of the person merged into or consolidated with Mrs. Fields;

(4) Liens on property existing at the time of acquisition thereof by Mrs. Fields or any Subsidiary of Mrs. Fields, provided that those Liens were in existence prior to the contemplation of the acquisition and do not extend to any assets of Mrs. Fields other than the property so acquired;

(5) Liens to secure the performance of statutory obligations, surety or appeal bonds, performance bonds or other obligations of a like nature incurred in the ordinary course of business;

(6) Liens to secure Indebtedness (including Capital Lease Obligations) permitted by clauses (3) and (10) of the second paragraph of the covenant entitled "Incurrence of Indebtedness" and Issuance of Preferred Stock, provided that, in the case of Indebtedness permitted by clause (3), covering only the assets acquired with that Indebtedness;

(7) Liens existing on November 26, 1997;

(8) Liens for taxes, assessments or governmental charges or claims that are not yet delinquent or that are being contested in good faith by appropriate proceedings promptly instituted and diligently concluded, provided that any reserve or other appropriate provision as shall be required in conformity with generally accepted accounting principles in effect on November 26, 1997 shall have been made therefor; and

(9) Liens incurred in the ordinary course of business of Mrs. Fields or any Subsidiary of Mrs. Fields that
(a) are not incurred in connection with the borrowing of money or the obtaining of advances or credit (other than trade credit in the ordinary course of business) and
(b) do not in the total materially detract from the value of the property or materially impair the use thereof in the operation of business by Mrs. Fields or the Subsidiary.

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"Permitted Refinancing Indebtedness" means any Indebtedness of Mrs. Fields or any of its Subsidiaries issued in exchange for, or the net proceeds of which are used to extend, refinance, renew, replace, defease or refund other Indebtedness of Mrs. Fields or any of its Subsidiaries, provided that

(1) the principal amount (or accreted value, if applicable) of the Permitted Refinancing Indebtedness does not exceed the principal amount of (or accreted value, if applicable), plus accrued interest on, the Indebtedness so extended, refinanced, renewed, replaced, defeased or refunded (plus the amount of reasonable expenses incurred in connection therewith);

(2) the Permitted Refinancing Indebtedness has a final maturity date later than the final maturity date of, and has a Weighted Average Life to Maturity equal to or greater than the Weighted Average Life to Maturity of, the Indebtedness being extended, refinanced, renewed, replaced, defeased or refunded;

(3) if the Indebtedness being extended, refinanced, renewed, replaced, defeased or refunded is subordinated in right of payment to the notes, the Permitted Refinancing Indebtedness has a final maturity date later than the final maturity date of, and is subordinated in right of payment to, the notes on terms at least as favorable to the holders of notes as those contained in the documentation governing the Indebtedness being extended, refinanced, renewed, replaced, defeased or refunded; and

(4) the Indebtedness is incurred either by Mrs. Fields or by the Subsidiary who is the obligor on the Indebtedness being extended, refinanced, renewed, replaced, defeased or refunded.

"Public Equity Offering" means a public offering registered under the Securities Act (except for any registration under Form S-8) of common stock of:

(1) Mrs. Fields or

(2) Mrs. Fields Holding to the extent that the net proceeds thereof are contributed to Mrs. Fields as a capital contribution,

provided that the total proceeds from the public offering shall in no event be less than $20.0 million.

"Related Party" with respect to Herbert S. Winokur, Jr. and Capricorn Investors II, L.P. means:

(1) any greater than 50% owned Subsidiary, or spouse or immediate family member (in the case of an individual) of Herbert S. Winokur, Jr. or Capricorn Investors II, L.P. or

(2) trust, corporation, general partnership or other entity, the beneficiaries, stockholders, partners, owners or persons beneficially holding a greater than 50% controlling interest of which consist, or a limited partnership, the general partner of which consists, of Herbert S. Winokur, Jr. or Capricorn Investors II, L.P. and/or any other persons referred to in the immediately preceding clause (1).

"Significant Subsidiary" means any Subsidiary that would be a significant subsidiary as defined in Article 1, Rule 1-02 of Regulation S-X, promulgated under the Securities Act, as that Regulation is in effect on November 26, 1997.

"Stated Maturity" means, with respect to any installment of interest or principal on any series of Indebtedness, the date on which that payment of interest or principal was scheduled to be paid in the original documentation governing that Indebtedness, and shall not include any contingent obligations to repay, redeem or repurchase any that interest or principal prior to the date originally scheduled for the payment thereof.

"Tax Sharing Agreement" means any tax allocation agreement between Mrs. Fields or any of its Subsidiaries with Mrs. Fields or any direct or indirect shareholder of Mrs. Fields with respect to consolidated or combined tax returns including Mrs. Fields or any of its Subsidiaries, but, in each case, only to the extent that

115

amounts payable from time to time by Mrs. Fields or any Subsidiary under any agreement do not exceed the corresponding tax payments that Mrs. Fields or the Subsidiary would have been required to make to any relevant taxing authority had Mrs. Fields or the Subsidiary not joined in those consolidated or combined returns, but instead had filed returns including only Mrs. Fields and its Subsidiaries.

"Weighted Average Life to Maturity" means, when applied to any Indebtedness at any date, the number of years obtained by dividing:

(1) the sum of the products obtained by multiplying (a) the amount of each then remaining installment, sinking fund, serial maturity or other required payments of principal, including payment at final maturity, in respect thereof, by (b) the number of years (calculated to the nearest one-twelfth) that will elapse between that date and the making of that payment; by

(2) the then outstanding principal amount of that Indebtedness.

116

DESCRIPTION OF CERTAIN INDEBTEDNESS

Credit Agreement

Mrs. Fields entered into an Amended and Restated Loan Agreement, dated as of February 28, 1998, with LaSalle National Bank. Under the agreement, LaSalle National Bank will provide Mrs. Fields with a revolving loan commitment of up to $15.0 million until the maturity date of March 31, 2001 or until the agreement is otherwise terminated or accelerated by LaSalle National Bank. Principal amounts due on revolving loans made under the agreement bear interest at Mrs. Fields option at either the Prime rate or LIBOR plus two percent per annum. Any amount of principal or interest that is not paid when due bears interest payable on demand at the default rate of interest, which is the regular interest rate plus two percent. The agreement also provides that LaSalle National Bank may issue letters of credit on behalf of Mrs. Fields in a total amount not to exceed $500,000. The total amount of letters of credit issued plus the total amount of revolving loans outstanding cannot exceed $15.0 million. Substantially all of the assets of Mrs. Fields have been pledged to LaSalle National Bank under the agreement, as a result of which the notes to be issued in the exchange offer will be effectively subordinated to amounts outstanding under the agreement. The agreement contains certain restrictions on, among other things, payments, the incurrence of indebtedness and liens, which are substantially similar to the restrictions in the indenture. As of July 3, 1999, there was $7.0 million outstanding under the agreement. Under the borrowing base, Mrs. Fields is limited to borrowing an additional $ 276,000 in accordance with restrictions of the indenture.

On May 27, 1999, Pretzel Time entered into agreements with LaSalle National Bank under which Pretzel Time borrowed, on May 28, 1999, $1,000,000 in aggregate principal amount from LaSalle. Pretzel Time issued a revolving note to LaSalle to evidence its borrowing, which bears interest at the Prime rate, or Prime plus 2% for any balance payable after the note has matured on June 30, 2000. Pretzel Time has pledged its assets to LaSalle to secure its obligations, and Mrs. Fields has guaranteed Pretzel Time's obligations to LaSalle.

PLAN OF DISTRIBUTION

Each broker-dealer that receives notes issued in the exchange offer for its own account must acknowledge that it will deliver a prospectus in connection with any resale of those notes. This prospectus, as it may be amended or supplemented from time to time, may be used by a broker-dealer in connection with resales of notes received in exchange for outstanding notes where those outstanding notes were acquired as a result of market-making activities or other trading activities. Mrs. Fields has agreed that, for a period of 120 days after the consummation of the exchange offer, it will make this prospectus, as amended or supplemented, available to any broker-dealer for use in connection with any resale. In addition, until , 1999, all dealers effecting transactions in the notes issued in the exchange offer may be required to deliver a prospectus.

Mrs. Fields will not receive any proceeds from any sale of notes issued in the exchange offer by broker-dealers. Notes issued in the exchange offer received by broker-dealers for their own account under the exchange offer may be sold from time to time in one or more transactions in the over-the-counter market, in negotiated transactions, through the writing of options on the notes issued in the exchange offer or a combination of these methods of resale, at market prices prevailing at the time of resale, at prices related to such prevailing market prices or negotiated prices. Any resale may be made directly to purchasers or to or through brokers or dealers who may receive compensation in the form of commissions or concessions from any broker-dealer or the purchasers of any of the notes issued in the exchange offer. Any broker-dealer that resells notes that were received by it for its own account in the exchange offer and any broker or dealer that participates in a distribution of those notes may be deemed to be an "underwriter" within the meaning of the Securities Act and any profit on any resale of notes issued in the exchange offer and any commission or concessions received by those persons may be deemed to be underwriting compensation under the Securities Act. The letter of transmittal states that, by acknowledging that it will deliver and by delivering a prospectus, a broker-dealer will not be deemed to admit that it is an "underwriter" within the meaning of the Securities Act.

117

For a period of 120 days after the consummation of the exchange offer, Mrs. Field will promptly send additional copies of this prospectus and any amendment or supplement to this prospectus to any broker-dealer that requests those documents in the letter of transmittal or agent's message. Mrs. Fields has agreed to pay all expenses incident to the exchange offer (including the expenses of one counsel for the holders of the notes in an amount up to $50,000) other than commissions or concessions of any brokers or dealers and will indemnify the holders of the notes (including any broker-dealer) against some related liabilities, including liabilities under the Securities Act.

118

UNITED STATES FEDERAL INCOME TAX CONSIDERATIONS

The following is a general summary of U.S. federal income tax consequences associated with the exchange of the outstanding notes for the notes issued in the exchange offer. The summary is based upon current laws, regulations, rulings and judicial decisions all of which are subject to change, possibly with retroactive effect. The discussion below does not address all aspects of U.S. federal income taxation that may be relevant to particular holders of outstanding notes or notes issued in the exchange offer. In addition, the discussion does not address any aspect of state, local or foreign taxation.

The exchange of the outstanding notes for the notes issued in the exchange offer should not be treated as an "exchange" for U.S. federal income tax purposes because the notes issued in the exchange offer should not be considered to differ materially in kind or extent from the outstanding notes. Rather, the notes issued in the exchange offer received by a holder should be treated as a continuation of the outstanding notes in the hands of such holder. As a result there should be no U.S. federal income tax consequences to holders exchanging the outstanding notes for the notes issued in the exchange offer, and any exchanging holder of outstanding notes should have the same tax basis and holding period in, and income in respect of, the notes as such holder had in the outstanding notes immediately prior to the exchange.

Prospective holders of the notes being issued in the exchange offer are being urged to consult their tax advisors concerning the particular tax consequences of exchanging such holders' outstanding notes for the notes being issued in the exchange offer including the applicability and effect of any state, local or foreign income and other tax laws.

LEGAL MATTERS

The validity of the notes and the guarantees of Mrs. Fields' Brand and Great American offered in this prospectus will be passed upon by Skadden, Arps, Slate, Meagher & Flom LLP. The validity of the guarantee of Pretzelmaker will be passed upon by Smith, McCullough, P.C. and Skadden, Arps, Slate, Meagher & Flom LLP. The validity of the guarantee of Pretzel Time will be passed upon by Mette, Evans & Woodside and Skadden, Arps, Slate, Meagher & Flom LLP.

EXPERTS

The historical consolidated financial statements of Mrs. Fields' Original Cookies, Inc. and subsidiaries as of January 3, 1998 and January 2, 1999, and for the period from inception (September 18, 1996) to December 28, 1996 and for the years ended January 3, 1998 and January 2, 1999; the historical financial statements of Mrs. Fields Inc. and subsidiaries as of September 17, 1996 and for the period from December 31, 1995 to September 17, 1996; the historical combined financial statements of The Original Cookie Company, Incorporated and the Carved-Out Portion of Hot Sam Company, Inc. as of September 17, 1996 and for the year ended December 30, 1995 and for the period ended September 17, 1996; the historical financial statements of Chocolate Chip Cookies of Texas, Inc. as of September 30, 1996 and 1997 and for the years ended September 30, 1995, 1996 and 1997; the historical financial statements of the Combined Karp Entities as of December 31, 1996 and 1997 and for the years ended December 31, 1995, 1996 and 1997 included in this prospectus, have been audited by Arthur Andersen LLP, independent public accountants, as indicated in their reports with respect to it, and are included in this prospectus in reliance upon the authority of said firm as experts in accounting and auditing in giving said reports.

The financial statements of Mrs. Fields Inc. and subsidiaries for the year ended December 30, 1995 included in this prospectus, have been audited by Deloitte & Touche LLP, independent auditors, as stated in their report appearing in this prospectus, and is included in reliance upon the report of such firm given upon their authority as experts in accounting and auditing.

119

The financial statements of Deblan Corporation as of December 31, 1996 and 1997, and for the years ended December 31, 1995, 1996 and 1997 included in this prospectus, have been audited by Weinstein Spira & Company, P.C., independent auditors, as stated in their report appearing in this prospectus.

The financial statements of Cookies USA, Inc. and subsidiary as of June 29, 1997 and June 28, 1998 and for each of the three years in the period ended June 28, 1998 included in this prospectus, have been audited by PricewaterhouseCoopers LLP, independent accountants, as stated in their report appearing in this prospectus.

The financial statements of Cookie Conglomerate, Inc. as of December 31, 1997 and 1996, and for the years ended December 31, 1997 and 1996 included in this prospectus, have been audited by Habif, Arogeti & Wynne, P.C., independent auditors, as stated in their report appearing in this prospectus.

The financial statements of Pretzelmaker Holdings, Inc. and subsidiaries as of December 31, 1997 and for the year ended December 31, 1997 included in this prospectus, has been audited by AJ. Robbins, PC, independent public accountants as stated in their report appearing in this prospectus.

The financial statements of Pretzelmaker Holdings, Inc. as of December 31, 1996 and for the period from inception (February 24, 1995) to December 31, 1995 and for the year ended December 31, 1996 included in this prospectus, have been audited by BDO Seidman, LLP, independent public accountants, as stated in their report appearing in this prospectus.

120

UNAUDITED PRO FORMA CONDENSED COMBINED FINANCIAL STATEMENTS

On August 24, 1998, Mrs. Fields sold $40,000,000 in total principal amount of Series C Senior Notes due 2004. The net proceeds of the Mrs. Field's offering and the capital contribution of the net proceeds of the offering of units consisting of notes and warrants of Mrs. Fields' Holding to Mrs. Fields, together with existing Mrs. Field's cash were used to: (i) finance the acquisition of all of the outstanding capital stock of Great American; (ii) finance the tender offer to repurchase all of Great American's $40,000,000 total principal amount of 10 7/8% Senior Secured Notes due 2001, including accrued but unpaid interest and a premium of $1,600,000; (iii) finance the repayment of all of Great American's $10,000,000 total principal amount of 12.5% Subordinated Notes, including accrued but unpaid interest; (iv) finance the retirement of Great American's Senior Redeemable Preferred Stock and Junior Redeemable Preferred Stock at an total discounted purchase price of $8,400,000;
(v) finance the acquisition of all of the outstanding capital stock of Deblan and Chocolate Chip, two franchisees of Great American, including the repayment of assumed debt; and (vi) finance the asset purchase of eight stores controlled by another Great American franchisee, defined as the Combined Karp Entities.

On October 5, 1998, Mrs. Fields purchased all of the retail cookie and related business and operations of Cookie Conglomerate for an total purchase price of $2,800,000. The Cookie Conglomerate acquisition was funded with financing provided by T&W Financial Services, L.L.C. and such funding is secured by the assets of the acquired stores.

On November 19, 1998, Mrs. Fields acquired all of the outstanding capital stock of Pretzelmaker for $5,739,000, including $5,419,000 related to outstanding capital stock and $320,000 related to severance payments in lieu of outstanding stock options, and assumed liabilities totaling $1,299,000. The transaction was financed with notes issued to the sellers that were paid by Mrs. Fields in installments through January 4, 1999. Of the assumed indebtedness, $722,000 was paid by Mrs. Fields in installments through January 4, 1999.

The unaudited pro forma condensed combined statements of operations for the 52 weeks ended January 2, 1999 are based upon the historical financial statements of Mrs. Fields, Great American, Deblan, Chocolate Chip, the Combined Karp Entities, Cookie Conglomerate and Pretzelmaker, and should be read in conjunction with the audited and unaudited financial statements and related notes of these entities included elsewhere in this Registration Statement. The unaudited pro forma condensed combined financial statements have been prepared using the purchase method of accounting for the acquisitions of Great American, Deblan, Chocolate Chip, the Combined Karp Entities, Cookie Conglomerate and Pretzelmaker. Mrs. Fields operates using a 52/53-week year ending near December
31. Great American operates using a 52/53-week year ending near June 30. Deblan, Cookie Conglomerate and Pretzelmaker operate using a year ending December 31, Chocolate Chip operates using a year ending September 30, and the Combined Karp Entities operate using a year ending December 31. We have recast the historical financial statements for those entities that did not operate using a year ending near December 31 to be comparable for the 52 weeks ended January 2, 1999. None of the revenues and income (loss) of any entity has been excluded or included more than once in the unaudited pro forma condensed combined financial statements.

The unaudited pro forma condensed combined statements of operations for the 52 weeks ended January 2, 1999 assumes that the above transactions occurred as of January 4, 1998 (the first day of fiscal 1998) and combine the historical results of operations of the entities for those periods with pro forma adjustments to give effect to Mrs. Fields' offering in August 1998, the capital contribution of the net proceeds of the offering of units consisting of notes and warrants of Mrs. Fields' Holding to Mrs. Fields and the acquisitions.

The unaudited pro forma condensed combined financial statements included in this Registration Statement are for illustrative purposes only. Such information does not purport to be indicative of the results which would actually have been effected on the date and for the periods indicated, nor is it indicative of actual or future operating results or financial position that may occur. See also "Risk Factors" included elsewhere in this Registration Statement.

P-1

MRS. FIELDS

PRO FORMA CONDENSED COMBINED STATEMENT OF OPERATIONS

For the 52 Weeks Ended January 2, 1999
(unaudited)

                                                                               Combined
                                         Great                   Chocolate       Karp
                                        American      Deblan        Chip       Entities
                          Mrs. Fields (See Note 2) (See Note 3) (See Note 4) (See Note 5)
                          ----------- ------------ ------------ ------------ ------------
                                              (dollars in thousands)
REVENUES:
  Net store and food
   sales................   $140,235     $18,932       $6,370       $1,873       $1,489
  Franchising, net......     12,464       3,531          --           --           --
  Licensing, net........      1,537         --           --           --           --
                           --------     -------       ------       ------       ------
    Total revenues......    154,236      22,463        6,370        1,873        1,489
                           --------     -------       ------       ------       ------
OPERATING COSTS AND
 EXPENSES:
  Selling and store
   occupancy costs......     75,003       7,645        3,523        1,000          914
  Cost of sales.........     38,482       6,428        1,108          454          373
  General and
   administrative.......     19,017       5,288        1,067          421          141
  Store closure
   provision                  7,303         --           --           --           --
  Depreciation and
   amortization.........     19,820       1,510          182           22           82
                           --------     -------       ------       ------       ------
    Total operating
     costs and
     expenses...........    159,625      20,871        5,880        1,897        1,510
                           --------     -------       ------       ------       ------
      Income (loss) from
       operations.......     (5,389)      1,592          490          (24)         (21)
INTEREST EXPENSE........    (13,197)     (4,077)         (43)          (2)          (8)
INTEREST INCOME.........        623         258           24            4          --
OTHER INCOME (EXPENSE),
 net....................       (409)       (149)          40           11          --
                           --------     -------       ------       ------       ------
  Income (loss) before
   provision for income
   taxes, preferred
   stock accretion and
   dividends of subsidi-
   aries and minority
   interest.............    (18,372)     (2,376)         511          (11)         (29)
PROVISION (BENEFIT) FOR
 INCOME TAXES...........        316         (38)         115           27            6
                           --------     -------       ------       ------       ------
  Income (loss) before
   preferred stock ac-
   cretion and dividends
   of subsidiaries and
   minority interest....    (18,688)     (2,338)         396          (38)         (35)
PREFERRED STOCK
 ACCRETION AND DIVIDENDS
 OF SUBSIDIARIES........       (444)        --           --           --           --
MINORITY INTEREST.......        (11)        --           --           --           --
                           --------     -------       ------       ------       ------
  Net income (loss).....   $(19,143)    $(2,338)      $  396       $  (38)      $  (35)
                           ========     =======       ======       ======       ======

See accompanying notes to pro forma condensed combined financial statements.

P-2

MRS. FIELDS

PRO FORMA CONDENSED COMBINED STATEMENT OF OPERATIONS (Continued)

For the 52 Weeks Ended January 2, 1999
(unaudited)

                                                            Pro Forma
                          Cookie Conglomerate Pretzelmaker Adjustments    Pro Forma
                             (See Note 6)     (See Note 7) (See Note 1)   Combined
                          ------------------- ------------ ------------   ---------
REVENUES:
  Net store and food
   sales................        $2,906           $1,222      $(1,338)(a)  $171,689
  Franchising, net......           --             2,634         (609)(b)    18,020
  Licensing, net........           --               --           --          1,537
                                ------           ------      -------      --------
    Total revenues......         2,906            3,856       (1,947)      191,246
                                ------           ------      -------      --------
OPERATING COSTS AND
 EXPENSES:
  Selling and store
   occupancy costs......         1,580            1,401         (609)(b)    90,457
  Cost of sales.........           733               85       (1,338)(a)    46,325
  General and
   administrative.......           303            2,085       (1,834)(c)    26,488
  Store closure
   provision                       --               --           --          7,303
  Depreciation and
   amortization.........           118              657        3,191 (d)    25,582
                                ------           ------      -------      --------
    Total operating
     costs and
     expenses...........         2,734            4,228         (590)      196,155
                                ------           ------      -------      --------
      Income (loss) from
       operations.......           172             (372)      (1,357)       (4,909)
INTEREST EXPENSE........           (17)            (179)         400 (e)   (17,123)
INTEREST INCOME.........           --               --           --            909
OTHER INCOME (EXPENSE),
 net....................            32              --           --           (475)
                                ------           ------      -------      --------
  Income (loss) before
   provision for income
   taxes, preferred
   stock accretion and
   dividends of
   subsidiaries and
   minority interest....           187             (551)        (957)      (21,598)
PROVISION (BENEFIT) FOR
 INCOME TAXES...........           --                (8)         --            418
                                ------           ------      -------      --------
  Income (loss) before
   preferred stock
   accretion and
   dividends of
   subsidiaries and
   minority interest....           187             (543)        (957)      (22,016)
PREFERRED STOCK
 ACCRETION AND DIVIDENDS
 OF SUBSIDIARIES........           --               --           --           (444)
MINORITY INTEREST.......           --               --           --            (11)
                                ------           ------      -------      --------
  Net income (loss).....        $  187           $ (543)     $  (957)     $(22,471)
                                ======           ======      =======      ========

See accompanying notes to pro forma condensed combined financial statements.

P-3

MRS. FIELDS

NOTES TO PRO FORMA CONDENSED COMBINED FINANCIAL STATEMENTS
(unaudited)

1. UNAUDITED PRO FORMA COMBINED STATEMENT OF OPERATIONS ADJUSTMENTS

(a) Adjustment to reflect the elimination of batter sales and batter cost of sales as a result of combining Great American, Deblan, Chocolate Chip, the Combined Karp Entities and Cookie Conglomerate.

(b) Adjustment to reflect the elimination of franchise fees and related costs as a result of combining Great American, Deblan, Chocolate Chip, the Combined Karp Entities and Cookie Conglomerate.

(c) Adjustment to reflect the impact of the reduction in salaries and payroll expenses related to employees of Great American, Deblan, Chocolate Chip, the Combined Karp Entities, Cookie Conglomerate and Pretzelmaker terminated at the date of the acquisitions assuming that the acquisitions were completed at January 4, 1998. The terminations were a contractual component of the acquisition agreements and occurred concurrent with and were a direct result of the acquisitions. These terminations will have a continuing impact, as the positions occupied by the terminated employees have been eliminated. The terminated employees will not be replaced as Mrs. Fields has sufficient resources with existing staff to fulfill the applicable responsibilities. Other costs will not be incurred that will offset these reductions. The impact is factually supportable as the employees were terminated at the time of the acquisitions.

(d) Adjustment to reflect amortization of goodwill totaling $84,404,000 (including acquisition costs of $1,003,000), which was recorded in connection with the purchase of the net assets of Great American, Deblan, Chocolate Chip, the Combined Karp Entities, Cookie Conglomerate and Pretzelmaker. Goodwill is being amortized over a 15-year period. Also includes adjustment to reflect a reduction in depreciation expense as a result of reducing Great American, Deblan, Chocolate Chip and the Combined Karp Entities property and equipment and increasing Cookie Conglomerate's property and equipment to estimated fair market value in connection with each respective acquisition. The average estimated depreciable lives for these assets is seven years.

(e) Adjustment to reflect the reduction in interest expense related to: (i) the retirement of $40,000,000 of Great American 10.875% Senior Secured Notes;
(ii) the retirement of $10,000,000 of Great American 12.5% Subordinated Notes;
(iii) the elimination of Great American's original issue discount; (iv) the elimination of Great American's deferred loan costs; (v) the additional interest expense related to approximately $5,007,000 of new deferred loan costs amortized over a seven-year period; and (vi) the additional interest expense on the $40,000,000 of Series C Senior Notes and amortization of $600,000 of assumed discount; (vii) the interest expense on $2,800,000 of financing related to the acquisition of Cookie Conglomerate, and (viii) the interest expense on $4,682,000 of financing related to the acquisition of Pretzelmaker.

2. GREAT AMERICAN ACQUISITION

On August 24, 1998, Mrs. Fields acquired all of the outstanding capital stock and subordinated indebtedness of Great American for an total purchase price of $18,400,000. The purchase price was allocated based on the estimated fair values of the net assets acquired, as presented below:

Current assets acquired........................................... $ 11,439,000
Fixed assets acquired.............................................    2,978,000
Other assets acquired.............................................    3,128,000
Current liabilities acquired......................................   (7,825,000)
Other liabilities acquired........................................  (42,194,000)
Goodwill acquired.................................................   50,874,000
                                                                   ------------
  Total purchase price............................................ $ 18,400,000
                                                                   ============

P-4

In the accompanying pro forma condensed combined statement of operations for the 52 weeks ended January 2, 1999, Great American's results of operations from December 29, 1997 to August 23, 1998 are included under the "Great American" column heading. Great American's results of operations from August 24, 1998 to January 2, 1999 are included under the "Mrs. Fields" column heading. None of Great American's revenues and income (loss) has been excluded from or included more than once in the pro forma condensed combined statements of operations for the 52 weeks ended January 2, 1999.

The following data reconciles the key components of Great American's results of operations in the pro forma condensed combined statement of operations for the 52 weeks ended January 2, 1999 with the key components of Great American's results of operations in its historical financial statements for the 52 weeks ended June 28, 1998:

                                              Less              Add
                         52 Weeks Ended  26 Weeks Ended   June 29, 1998 To December 29, 1997
                         June 28, 1998  December 28, 1997 August 23, 1998  To August 23, 1998
                         -------------- ----------------- ---------------- ------------------
                                                (Dollars in thousands)
Net store sales.........    $18,854          $10,382           $2,753           $11,225
Batter sales to
 franchisees............     12,214            6,140            1,633             7,707
Franchising, net........      5,770            2,884              563             3,449
Other, net..............        139               72               15                82
Operating costs and
 expenses...............     31,133           16,044            5,782            20,871
Income (loss) from
 operations.............      5,844            3,738             (514)            1,592
Net income (loss).......       (202)           1,182             (954)           (2,338)

3. DEBLAN ACQUISITION

On August 24, 1998, Mrs. Fields acquired all of the outstanding capital stock of Deblan for an total purchase price of $10,465,000. Accordingly, in the accompanying pro forma condensed combined statement of operations for the 52 weeks ended January 2, 1999, Deblan's results of operations from January 1, 1998 to August 23, 1998 are included under the "Deblan" column heading. Deblan's results of operations from August 24, 1998 to January 2, 1999 are included under the "Mrs. Fields" column heading. The purchase price was allocated based on the estimated fair values of the net assets acquired, as presented below:

Current assets acquired............................................ $ 1,241,000
Fixed assets acquired..............................................   1,649,000
Other assets acquired..............................................     245,000
Current liabilities acquired.......................................  (1,006,000)
Other liabilities acquired.........................................    (565,000)
Goodwill acquired..................................................   8,901,000
                                                                    -----------
  Total purchase price............................................. $10,465,000
                                                                    ===========

The following data reconciles the key components of Deblan's results of operations in the pro forma condensed combined statement of operations for the 52 weeks ended January 2, 1999 with the key components of Deblan's results of operations in its unaudited historical financial statements for the six months ended June 30, 1998:

                           Six Months Ended July 1, 1998 To January 1, 1998 To
                            June 30, 1998   August 23, 1998  August 23, 1998
                           ---------------- --------------- ------------------
                                         (Dollars in thousands)
Net store sales...........      $4,768          $1,602            $6,370
Operating costs and
 expenses.................       4,418           1,462             5,880
Income from operations....         350             140               490
Net income................         232             164               396

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4. CHOCOLATE CHIP ACQUISITION

On August 24, 1998, Mrs. Fields acquired all of the outstanding capital stock of Chocolate Chip for a total purchase price of $3,965,000. The purchase price was allocated based on the estimated fair values of the net assets acquired, as presented below:

Current assets acquired............................................. $  174,000
Fixed assets acquired...............................................    108,000
Other assets acquired...............................................     46,000
Current liabilities acquired........................................   (111,000)
Goodwill acquired...................................................  3,748,000
                                                                     ----------
  Total purchase price.............................................. $3,965,000
                                                                     ==========

In the accompanying pro forma condensed combined statement of operations for the 52 weeks ended January 2, 1999, Chocolate Chip's results of operations from January 1, 1998 to August 23, 1998 are included under the "Chocolate Chip" column heading. Chocolate Chip's results of operations from August 24, 1998 to January 2, 1999 are included under the "Mrs. Fields" column heading. None of Chocolate Chip's revenues and income (loss) has been excluded or included more than once in the pro forma condensed combined statements of operations for the 52 weeks ended January 2, 1999.

The following data reconciles the key components of Chocolate Chip's results of operations in the pro forma condensed combined statement of operations for the 52 weeks ended January 2, 1999 with the key components of Chocolate Chip's results of operations in its historical financial statements for the nine months ended June 30, 1998:

                                             Less
                          Nine Months    Three Months          Add
                             Ended           Ended       July 1, 1998 To  January 1, 1998
                         June 30, 1998 December 31, 1997 August 23, 1998 To August 23, 1998
                         ------------- ----------------- --------------- ------------------
                                               (Dollars in thousands)
Net store sales.........    $2,266           $803             $410             $1,873
Operating costs and
 expenses...............     2,100            646              443              1,897
Income (loss) from
 operations.............       166            157              (33)               (24)
Net income (loss).......       116            155                1                (38)

5. COMBINED KARP ENTITIES ACQUISITION

On September 9, 1998, Mrs. Fields acquired the Combined Karp Entities for a total purchase price of $1,888,000. Accordingly, in the accompanying pro forma condensed combined statement of operations for the 52 weeks ended January 2, 1999, the Combined Karp Entities' results of operations from January 1, 1998 to September 9, 1998 are included under the "Combined Karp Entities" column heading. The Combined Karp Entities' results of operations from September 10, 1998 to January 2, 1999 are included under the "Mrs. Fields" column heading. The purchase price was allocated based on the estimated fair values of the net assets acquired, as presented below:

Current assets acquired............................................. $   54,000
Fixed assets acquired, net..........................................  1,054,000
Goodwill acquired...................................................    780,000
                                                                     ----------
  Total purchase price.............................................. $1,888,000
                                                                     ==========

P-6

The following data reconciles the key components of the Combined Karp Entities' results of operations in the pro forma condensed combined statement of operations for the 52 weeks ended January 2, 1999 with the key components of the Combined Karp Entities' results of operations in its historical financial statements for the six months ended June 30, 1998:

                         Six Months Ended  July 1, 1998 To  January 1, 1998 To
                          June 30, 1998   September 9, 1998 September 9, 1998
                         ---------------- ----------------- ------------------
                                        (Dollars in thousands)
Net store sales.........      $1,181            $308              $1,489
Operating costs and
 expenses...............       1,259             251               1,510
Income (loss) from
 operations.............         (78)             57                 (21)
Net income (loss).......         (91)             56                 (35)

6. COOKIE CONGLOMERATE ACQUISITION

On October 5, 1998, Mrs. Fields acquired Cookie Conglomerate for a total purchase price of $2,800,000. Accordingly, in the accompanying pro forma condensed combined statement of operations for the 52 weeks ended January 2, 1999, Cookie Conglomerate's results of operations from January 1, 1998 to September 30, 1998 are included under the "Cookie Conglomerate" column heading. The purchase price was allocated based on the estimated fair values of the net assets acquired, as presented below:

Fixed assets acquired............................................... $1,270,000
Other intangibles acquired..........................................    100,000
Goodwill acquired...................................................  1,430,000
                                                                     ----------
  Total purchase price.............................................. $2,800,000
                                                                     ==========

7. PRETZELMAKER ACQUISITION

On November 19, 1998, Mrs. Fields acquired all of the outstanding capital stock of Pretzelmaker for $5,419,000 and assumed liabilities of $320,000 related to severance payments in lieu of outstanding stock options to be paid at closing. Mrs. Fields paid $1,100,000 in cash upon closing of the acquisition and signed a promissory note for $4,319,000, which was paid in three installments through January 4, 1999. Accordingly, in the accompanying pro forma condensed combined financial statements of operations for the 52 weeks ended January 2, 1999, Pretzelmaker's results of operations from January 1, 1998 to November 19, 1998 are included under the "Pretzelmaker" column heading. The purchase price was allocated based on the estimated fair values of the net assets (liabilities) acquired, as presented below:

Current assets acquired............................................ $   577,400
Fixed assets acquired..............................................     248,700
Other assets acquired..............................................      50,000
Current liabilities acquired.......................................  (1,991,700)
Other liabilities acquired.........................................  (1,108,400)
Goodwill acquired..................................................   7,643,000
                                                                    -----------
  Total purchase price............................................. $ 5,419,000
                                                                    ===========

P-7

INDEX TO HISTORICAL FINANCIAL STATEMENTS

                                                                           Page
                                                                           ----
Mrs. Fields' Original Cookies, Inc. and Subsidiaries
Report of Independent Public Accountants.................................   F-4
Consolidated Balance Sheets as of January 3, 1998 and January 2, 1999 ...   F-5
Consolidated Statements of Operations for the period from inception
 (September 18, 1996) to December 28, 1996, for the 53 weeks ended
 January 3, 1998 and for the 52 weeks ended January 2, 1999 .............   F-7
Consolidated Statements of Stockholder's Equity for the period from
 inception (September 18, 1996) to December 28, 1996, for the 53 weeks
 ended January 3, 1998 and for the 52 weeks ended January 2, 1999........   F-8
Consolidated Statements of Cash Flows for the period from inception
 (September 18, 1996) to December 28, 1996, for the 53 weeks ended
 January 3, 1998 and for the 52 weeks ended January 2, 1999..............   F-9
Notes to Consolidated Financial Statements...............................  F-12
Unaudited Condensed Consolidated Balance Sheets as of January 2, 1999 and
 July 3, 1999............................................................  F-43
Unaudited Condensed Consolidated Statements of Operations for the 26
 weeks ended July 4, 1998 and July 3, 1999...............................  F-45
Unaudited Condensed Consolidated Statements of Cash Flows for the 26
 weeks ended July 4, 1998 and July 3, 1999...............................  F-46
Unaudited Notes to Condensed Consolidated Financial Statements...........  F-47
Mrs. Fields Inc. and Subsidiaries
Report of Independent Public Accountants (Arthur Andersen LLP)...........  F-56
Independent Auditors' Report (Deloitte & Touche LLP).....................  F-57
Consolidated Balance Sheet as of September 17, 1996......................  F-58
Consolidated Statements of Operations for the year ended December 30,
 1995 and for the period ended September 17, 1996........................  F-60
Consolidated Statements of Stockholders' Deficit for the year ended
 December 30, 1995 and for the period ended September 17, 1996...........  F-61
Consolidated Statements of Cash Flows for the year ended December 30,
 1995 and for the period ended September 17, 1996........................  F-62
Notes to Consolidated Financial Statements...............................  F-64
The Original Cookie Company, Incorporated and the Carved-out Portion of
 Hot Sam Company, Inc. (Combined)
Report of Independent Public Accountants.................................  F-72
Combined Balance Sheet as of September 17, 1996..........................  F-73
Combined Statements of Operations for the year ended December 30, 1995
 and for the period ended September 17, 1996.............................  F-75
Combined Statements of Stockholders' Equity for the year ended December
 30, 1995 and for the period ended September 17, 1996....................  F-76
Combined Statements of Cash Flows for the year ended December 30, 1995
 and for the period ended September 17, 1996.............................  F-77
Notes to Combined Financial Statements...................................  F-78
Cookies USA, Inc. and Subsidiary
Report of Independent Accountants........................................  F-82
Consolidated Balance Sheets as of June 29, 1997 and June 28, 1998........  F-83
Consolidated Statements of Operations for the fifty-two week periods
 ended June 30, 1996, June 29, 1997 and June 28, 1998....................  F-85
Consolidated Statements of Changes in Stockholders' Deficit for the
 fifty-two week periods ended June 30, 1996, June 29, 1997 and June 28,
 1998....................................................................  F-86
Consolidated Statements of Cash Flows for the fifty-two week periods
 ended June 30, 1996, June 29, 1997 and June 28, 1998....................  F-87
Notes to Consolidated Financial Statements...............................  F-89

F-1

INDEX TO HISTORICAL FINANCIAL STATEMENTS--(Continued)

                                                                          Page
                                                                          -----
Deblan Corporation
Independent Auditors' Report............................................  F-101
Balance Sheets as of December 31, 1996 and 1997 and June 30, 1998
 (unaudited)............................................................  F-102
Statements of Earnings for the years ended December 31, 1995, 1996 and
 1997 and for the six months ended June 30, 1997 (unaudited) and 1998
 (unaudited)............................................................  F-104
Statements of Shareholders' Equity for the years ended December 31,
 1995, 1996 and 1997 and for the six months ended June 30, 1998
 (unaudited)............................................................  F-105
Statements of Cash Flows for the years ended December 31, 1995, 1996 and
 1997 and for the six months ended June 30, 1997 (unaudited) and 1998
 (unaudited)............................................................  F-106
Notes to Financial Statements...........................................  F-108
Chocolate Chip Cookies of Texas, Inc.
Report of Independent Public Accountants................................  F-114
Balance Sheets as of September 30, 1996 and 1997 and June 30, 1998
 (unaudited)............................................................  F-115
Statements of Operations for the years ended September 30, 1995, 1996
 and 1997 and for the nine months ended June 30, 1997 (unaudited) and
 1998 (unaudited).......................................................  F-117
Statements of Stockholders' Equity for the years ended September 30,
 1995, 1996, and 1997 and for the nine months ended June 30, 1998
 (unaudited)............................................................  F-118
Statements of Cash Flows for the years ended September 30, 1995, 1996
 and 1997 and for the nine months ended June 30, 1997 (unaudited) and
 1998 (unaudited).......................................................  F-119
Notes to Financial Statements...........................................  F-121
The Combined Karp Entities
Report of Independent Public Accountants................................  F-126
Combined Balance Sheets as of December 31, 1996 and 1997 and June 30,
 1998 (unaudited).......................................................  F-127
Combined Statements of Operations for the years ended December 31, 1995,
 1996 and 1997 and for the six months ended June 30, 1997 (unaudited)
 and 1998 (unaudited)...................................................  F-129
Combined Statements of Stockholders' Equity for the years ended December
 31, 1995, 1996, and 1997 and for the six months ended June 30, 1998
 (unaudited)............................................................  F-130
Combined Statements of Cash Flows for the years ended December 31, 1995,
 1996 and 1997 and for the six months ended June 30, 1997 (unaudited)
 and 1998 (unaudited)...................................................  F-131
Notes to Combined Financial Statements..................................  F-133
The Cookie Conglomerate
Independent Auditors' Report............................................  F-140
Combined Balance Sheets as of December 31, 1997 and 1996................  F-141
Combined Statements of Operations for the years ended December 31, 1997
 and 1996...............................................................  F-143
Combined Statements of Changes in Equity for the years ended December
 31, 1997 and 1996......................................................  F-144
Combined Statements of Cash Flows for the years ended December 31, 1997
 and 1996...............................................................  F-145
Notes to Combined Financial Statements..................................  F-146
Combined Balance Sheet as of September 30, 1998 (unaudited).............  F-150
Combined Statements of Operations for the nine month periods ended
 September 30, 1998 and 1997 (unaudited)................................  F-151
Combined Statements of Cash Flows for the nine month periods ended
 September 30, 1998 and 1997 (unaudited)................................  F-152
Notes to Combined Financial Statements..................................  F-153
Pretzelmaker Holdings, Inc.
Report of Independent Certified Public Accountants (AJ. Robbins, PC)....  F-154
Report of Independent Certified Public Accountants (BDO Seidman, LLP)...  F-155
Consolidated Balance Sheets as of December 31, 1996 and 1997 and
 September 30, 1998 (unaudited).........................................  F-156

F-2

INDEX TO HISTORICAL FINANCIAL STATEMENTS--(Continued)

                                                                          Page
                                                                          -----
Consolidated Statements of Operations For the Period from February 24
 (Inception) to December 31, 1995 and the Years Ended December 31, 1996
 and 1997 and the Nine Months Ended September 30, 1997 (unaudited) and
 1998 (unaudited)........................................................ F-158
Consolidated Statements of Stockholders' Equity For the Period from
 February 24 (Inception) to December 31, 1995 and the Years Ended
 December 31, 1996 and 1997 and the Nine Months Ended September 30, 1998
 (unaudited)............................................................. F-159
Consolidated Statements of Cash Flows For the Period from February 24
 (Inception) to December 31, 1995 and the Years Ended December 31, 1996
 and 1997 and the Nine Months Ended September 30, 1997 (unaudited) and
 1998 (unaudited)........................................................ F-160
Notes to the Consolidated Financial Statements........................... F-161

F-3

MRS. FIELDS' ORIGINAL COOKIES, INC. AND SUBSIDIARIES

REPORT OF INDEPENDENT PUBLIC ACCOUNTANTS

To Mrs. Fields' Original Cookies, Inc.:

We have audited the accompanying consolidated balance sheets of Mrs. Fields' Original Cookies, Inc. (a Delaware corporation) and subsidiaries as of January 3, 1998 and January 2, 1999, and the related consolidated statements of operations, stockholder's equity and cash flows for the period from inception (September 18, 1996) to December 28, 1996 and for each of the two years in the period ended January 2, 1999. These financial statements are the responsibility of the Company's management. Our responsibility is to express an opinion on these financial statements based on our audits.

We conducted our audits in accordance with generally accepted auditing standards. Those standards require that we plan and perform the audit to obtain reasonable assurance about whether the financial statements are free of material misstatement. An audit includes examining, on a test basis, evidence supporting the amounts and disclosures in the financial statements. An audit also includes assessing the accounting principles used and significant estimates made by management, as well as evaluating the overall financial statement presentation. We believe that our audits provide a reasonable basis for our opinion.

In our opinion, the consolidated financial statements referred to above present fairly, in all material respects, the consolidated financial position of Mrs. Fields' Original Cookies, Inc. and subsidiaries as of January 3, 1998 and January 2, 1999, and the consolidated results of their operations and their cash flows for the period from inception (September 18, 1996) to December 28, 1996 and for each of the two years in the period ended January 2, 1999 in conformity with generally accepted accounting principles.

Arthur Andersen LLP

Salt Lake City, Utah

April 1, 1999

F-4

MRS. FIELDS' ORIGINAL COOKIES, INC. AND SUBSIDIARIES

CONSOLIDATED BALANCE SHEETS

(Dollars in thousands)

ASSETS

                                                         January 3, January 2,
                                                            1998       1999
                                                         ---------- ----------
CURRENT ASSETS:
  Cash and cash equivalents.............................  $ 16,287   $  4,751
  Accounts receivable, net of allowance for doubtful
   accounts of $32 and $74, respectively................     1,535      3,208
  Amounts due from franchisees and licensees, net of
   allowance for doubtful accounts of $582 and $1,078,
   respectively.........................................     2,176      6,003
  Inventories...........................................     3,100      5,503
  Prepaid rent and other................................     2,960      4,017
  Deferred income tax assets............................     2,765        861
                                                          --------   --------
    Total current assets................................    28,823     24,343
                                                          --------   --------
PROPERTY AND EQUIPMENT, at cost:
  Leasehold improvements................................    21,099     29,914
  Equipment and fixtures................................    14,100     17,108
  Land..................................................       128        240
                                                          --------   --------
                                                            35,327     47,262
  Less accumulated depreciation and amortization........    (6,125)   (15,465)
                                                          --------   --------
    Net property and equipment..........................    29,202     31,797
                                                          --------   --------
DEFERRED INCOME TAX ASSETS..............................       734      2,638
                                                          --------   --------
GOODWILL, net of accumulated amortization of $4,980 and
 $11,231, respectively..................................    68,501    145,782
                                                          --------   --------
TRADEMARKS AND OTHER INTANGIBLES, net of accumulated
 amortization of $1,409 and $2,615, respectively........    15,193     14,296
                                                          --------   --------
DEFERRED LOAN COSTS, net of accumulated amortization of
 $70 and $1,320, respectively...........................     5,906     11,718
                                                          --------   --------
OTHER ASSETS............................................     1,325      1,332
                                                          --------   --------
                                                          $149,684   $231,906
                                                          ========   ========

The accompanying notes to consolidated financial statements

are an integral part of these balance sheets.

F-5

MRS. FIELDS' ORIGINAL COOKIES, INC. AND SUBSIDIARIES

CONSOLIDATED BALANCE SHEETS (CONTINUED)

(Dollars in thousands, except per share data)

LIABILITIES AND STOCKHOLDER'S EQUITY

                                                          January 3,  January 2,
                                                             1998       1999
                                                          ---------  ----------
CURRENT LIABILITIES:
  Current portion of long-term debt....................... $    472   $  8,046
  Current portion of capital lease obligations............      142        299
  Accounts payable........................................    3,805     10,723
  Bank overdraft..........................................      --       4,133
  Accrued liabilities.....................................    2,826      3,597
  Current portion of store closure reserve................    3,664      4,577
  Accrued salaries, wages and benefits....................    1,891      3,155
  Accrued interest payable................................    1,082      1,260
  Sales taxes payable.....................................      937        962
  Deferred credits........................................      871        318
                                                           --------   --------
    Total current liabilities.............................   15,690     37,070
LONG-TERM DEBT, net of current portion and discount.......  100,284    141,647
STORE CLOSURE RESERVE, net of current portion.............    1,802     10,134
CAPITAL LEASE OBLIGATIONS, net of current portion.........      183        997
                                                           --------   --------
    Total liabilities.....................................  117,959    189,848
                                                           --------   --------
COMMITMENTS AND CONTINGENCIES (Notes 3, 7 and 8)
MANDATORILY REDEEMABLE CUMULATIVE PREFERRED STOCK of
 Pretzel Time (a wholly owned subsidiary), aggregate
 liquidation preference of $1,437 and $1,495,
 respectively.............................................      902      1,261
                                                           --------   --------
MINORITY INTEREST.........................................       58        119
                                                           --------   --------
STOCKHOLDER'S EQUITY:
  Common stock, $.01 par value; 1,000 shares authorized
   and 400 shares outstanding.............................      --         --
  Additional paid-in capital..............................   30,843     59,899
  Accumulated deficit.....................................      (78)   (19,221)
                                                           --------   --------
    Total stockholder's equity............................   30,765     40,678
                                                           --------   --------
                                                           $149,684   $231,906
                                                           ========   ========

The accompanying notes to consolidated financial statements

are an integral part of these balance sheets.

F-6

MRS. FIELDS' ORIGINAL COOKIES, INC. AND SUBSIDIARIES

CONSOLIDATED STATEMENTS OF OPERATIONS

(Dollars in thousands)

                                              Inception        53         52
                                            (September 18,   Weeks      Weeks
                                              1996)  to      Ended      Ended
                                             December 28,  January 3, January 2,
                                                 1996         1998       1999
                                            -------------- ---------- ----------
REVENUES:
  Net store and food sales................     $40,849      $127,845   $140,235
  Franchising, net........................         503         4,535     12,464
  Licensing, net..........................         764         2,028      1,537
                                               -------      --------   --------
    Total revenues........................      42,116       134,408    154,236
                                               -------      --------   --------
OPERATING COSTS AND EXPENSES:
  Selling and store occupancy costs.......      19,492        66,832     75,003
  Cost of sales...........................      10,596        32,028     38,482
  General and administrative..............       4,035        16,192     19,017
  Store closure provision.................         --            538      7,303
  Depreciation and amortization...........       2,344        10,403     19,820
                                               -------      --------   --------
    Total operating costs and expenses....      36,467       125,993    159,625
                                               -------      --------   --------
      Income (loss) from operations.......       5,649         8,415     (5,389)
                                               -------      --------   --------
OTHER INCOME (EXPENSE), net:
  Interest expense........................      (1,867)       (7,830)   (13,197)
  Interest income.........................          74           246        623
  Other expense...........................         --           (368)      (409)
                                               -------      --------   --------
    Total other expense, net..............      (1,793)       (7,952)   (12,983)
                                               -------      --------   --------
  Income (loss) before provision for
   income taxes, preferred stock accretion
   and dividends of subsidiaries and
   minority interest......................       3,856           463    (18,372)
PROVISION FOR INCOME TAXES................      (1,798)         (655)      (316)
                                               -------      --------   --------
  Income (loss) before preferred stock
   accretion and dividends of subsidiaries
   and minority interest..................       2,058          (192)   (18,688)
PREFERRED STOCK ACCRETION AND DIVIDENDS OF
 SUBSIDIARIES.............................         (97)         (644)      (444)
MINORITY INTEREST.........................         --           (138)       (11)
                                               -------      --------   --------
    Net income (loss).....................     $ 1,961      $   (974)  $(19,143)
                                               =======      ========   ========

The accompanying notes to consolidated financial statements

are an integral part of these statements.

F-7

MRS. FIELDS' ORIGINAL COOKIES, INC. AND SUBSIDIARIES

CONSOLIDATED STATEMENTS OF STOCKHOLDER'S EQUITY

(Dollars in thousands)

                                                            Retained
                                 Common Stock  Additional   Earnings
                                 -------------  Paid-in   (Accumulated
                                 Shares Amount  Capital     Deficit)    Total
                                 ------ ------ ---------- ------------ -------
BALANCE, September 18, 1996.....  --     $--    $   --      $    --    $   --
  Issuance of common stock for
   cash.........................  400     --     15,000          --     15,000
  Net income....................  --      --        --         1,961     1,961
                                  ---    ----   -------     --------   -------
BALANCE, December 28, 1996......  400     --     15,000        1,961    16,961
  Parent contribution of
   investment in Pretzel Time...  --      --      4,200          --      4,200
  Parent contribution of note
   receivable due from Pretzel
   Time's minority stockholder
   and founder..................  --      --        500          --        500
  Parent contribution of
   investment in Mrs. Fields'
   Brand........................  --      --      6,500          --      6,500
  Conversion to equity of note
   payable to parent............  --      --      4,643          --      4,643
  Dividend paid to parent.......  --      --        --        (1,065)   (1,065)
  Net loss......................  --      --        --          (974)     (974)
                                  ---    ----   -------     --------   -------
BALANCE, January 3, 1998........  400     --     30,843          (78)   30,765
  Parent equity infusion........  --      --     29,056          --     29,056
  Net loss......................  --      --        --       (19,143)  (19,143)
                                  ---    ----   -------     --------   -------
BALANCE, January 2, 1999........  400    $--    $59,899     $(19,221)  $40,678
                                  ===    ====   =======     ========   =======

The accompanying notes to consolidated financial statements

are an integral part of these statements.

F-8

MRS. FIELDS' ORIGINAL COOKIES, INC. AND SUBSIDIARIES

CONSOLIDATED STATEMENTS OF CASH FLOWS

(Dollars in thousands)

                                             Inception
                                           (September 18,  53 Weeks   52 Weeks
                                             1996)  to       Ended     Ended
                                            December 28,  January 3, January 2,
                                                1996         1998       1999
                                           -------------- ---------- ----------
INCREASE (DECREASE) IN CASH AND CASH
 EQUIVALENTS
CASH FLOWS FROM OPERATING ACTIVITIES:
 Net income (loss)........................    $  1,961     $   (974)  $(19,143)
 Adjustments to reconcile net income
  (loss) to net cash provided by operating
  activities, net of effects from
  acquisitions:
 Depreciation and amortization............       2,344       10,403     19,820
 Amortization of discount on notes........         --           --          32
 Amortization of deferred loan costs......         --           --       1,250
 Loss on disposition of assets............         --           368        409
 Deferred income taxes....................       1,511          210        --
 In-kind interest expense on note payable
  to stockholder..........................          97          338        --
 Preferred stock accretion and dividends
  of subsidiaries.........................          97          644        444
 Minority interest........................         --           234         11
 Changes in assets and liabilities, net
  of effects from acquisitions:
  Accounts receivable.....................        (294)        (353)    (1,673)
  Amounts due from franchisees and
   licensees..............................        (339)        (514)      (866)
  Inventories.............................        (159)         136       (822)
  Prepaid rent and other..................         (31)        (895)       932
  Other assets............................          39          427      1,437
  Accounts payable and accrued
   liabilities............................         239       (6,651)     2,769
  Store closure reserve...................        (305)      (1,666)     5,196
  Accrued salaries, wages and benefits....         212           80      1,264
  Accrued interest payable................       1,668         (586)      (713)
  Sales taxes payable.....................         542          261        (80)
  Deferred credits........................          27         (543)      (838)
                                              --------     --------   --------
   Net cash provided by operating
    activities............................       7,609          919      9,429
                                              --------     --------   --------
CASH FLOWS FROM INVESTING ACTIVITIES:
 Net cash paid for acquisitions and
  related costs...........................     (19,508)     (10,949)   (32,835)
 Purchase of property and equipment, net
  of effects from acquisitions............      (1,638)      (4,678)    (8,235)
 Proceeds from the sale of assets.........          15          122        176
                                              --------     --------   --------
   Net cash used in investing activities..     (21,131)     (15,505)   (40,894)
                                              --------     --------   --------
CASH FLOWS FROM FINANCING ACTIVITIES:
 Proceeds from issuance of long-term
  debt....................................         --       108,250     39,400
 Principal payments on long-term debt.....      (1,769)     (77,009)   (41,257)
 Payment of debt financing costs..........         --        (5,976)    (7,062)
 Cash advance from Mrs. Fields' Holding...         --         1,500        --
 Repayment of cash advance to Mrs. Fields'
  Holding.................................         --        (1,500)       --
 Payment of cash dividend to Mrs. Fields'
  Holding.................................         --        (1,065)       --
 Equity infusion from Mrs. Fields'
  Holding.................................         --           --      29,056
 Principal payments on capital lease
  obligations.............................         --           (36)      (123)
 Proceeds from the issuance of common
  stock...................................      15,000          --         --
 Proceeds from the issuance of mandatorily
  redeemable cumulative preferred stock of
  subsidiary..............................       3,500          --         --
 Reduction in preferred stock of Pretzel
  Time....................................         --           --         (85)
 Proceeds from the issuance of note
  payable to related party................       3,500          --         --
                                              --------     --------   --------
   Net cash provided by financing
    activities............................      20,231       24,164     19,929
                                              --------     --------   --------
NET INCREASE (DECREASE) IN CASH AND CASH
 EQUIVALENTS..............................       6,709        9,578    (11,536)
CASH AND CASH EQUIVALENTS AT BEGINNING OF
 THE PERIOD...............................         --         6,709     16,287
                                              --------     --------   --------
CASH AND CASH EQUIVALENTS AT END OF THE
 PERIOD...................................    $  6,709     $ 16,287   $  4,751
                                              ========     ========   ========

The accompanying notes to consolidated financial statements

are an integral part of these statements.

F-9

MRS. FIELDS' ORIGINAL COOKIES, INC. AND SUBSIDIARIES

CONSOLIDATED STATEMENTS OF CASH FLOWS--(Continued)

(Dollars in thousands)

Supplemental Disclosure of Cash Flow Information:

Cash paid for interest was approximately $28, $8,416, and $12,440 for the period ended December 28, 1996, and for the years ended January 3, 1998 and January 2, 1999, respectively.

Cash paid for income taxes was approximately $0, $217, and $209 for the period ended December 28, 1996, and for the years ended January 3, 1998 and January 2, 1999, respectively.

Supplemental Disclosure of Noncash Investing and Financing Activities:

On September 18, 1996, the Company acquired certain assets and assumed certain liabilities of Mrs. Fields Inc., Mrs. Fields Development Corporation, Mrs. Fields Cookies, The Original Cookie Company, Incorporated and Hot Sam Company, Inc. In conjunction with the acquisitions, the following net liabilities were assumed. Additionally, in connection with the purchase accounting, certain other accruals were recorded (see Note 1).

     Fair value of assets acquired.................................... $ 93,494
     Net cash paid....................................................  (19,508)
     Notes payable issued.............................................  (65,735)
                                                                       --------
       Liabilities assumed............................................ $  8,251
                                                                       ========

  On November 26, 1997, Mrs. Fields' Holding Company, Inc. ("Mrs. Fields'
Holding") converted to common equity of the Company $4,643 total principal
amount of convertible subordinated notes and contributed to the Company all of
the common equity of Mrs. Fields' Brands after converting its preferred stock
interests totaling $3,935 to common equity.

  On July 25, 1997, certain assets were acquired and certain liabilities were
assumed of H & M Concepts Ltd. Co. by Mrs. Fields' Pretzel Concepts, Inc.
("Pretzel Concepts") as follows. Additionally, in connection with the purchase
accounting, certain other accruals were recorded (see Note 1).

     Fair value of assets acquired.................................... $ 15,780
     Net cash paid....................................................   (5,750)
     Notes payable issued.............................................   (8,000)
                                                                       --------
       Liabilities assumed............................................ $  2,030
                                                                       ========

  On September 2, 1997, 56 percent of the shares of common stock of Pretzel
Time, Inc. ("Pretzel Time") were acquired by Mrs. Fields' Holding as follows.
Additionally, in connection with the purchase accounting, certain other
accruals were recorded (see Note 1).

     Fair value of assets acquired.................................... $  8,311
     Net cash paid....................................................   (4,200)
                                                                       --------
       Liabilities assumed............................................ $  4,111
                                                                       ========

On November 26, 1997, Mrs. Fields' Holding contributed all of the assets and liabilities of Pretzel Concepts, Mrs. Fields' Holding's 56 percent of the shares of common stock of Pretzel Time and a $500 note receivable from Pretzel Time's founder and minority stockholder to the Company. Mrs. Fields' Holding also contributed all of the common stock of Mrs. Fields' Brands to Mrs. Fields.

F-10

MRS. FIELDS' ORIGINAL COOKIES, INC. AND SUBSIDIARIES

CONSOLIDATED STATEMENTS OF CASH FLOWS--(Continued)
(Dollars in thousands)

During the period from the acquisition of the majority ownership of Pretzel Time (September 2, 1997) to January 2, 1999, Pretzel Time increased its mandatorily redeemable cumulative preferred stock liquidation preference by approximately $212, in lieu of paying cash dividends. In addition, for the same period, Pretzel Time's mandatorily redeemable cumulative preferred stock was increased by approximately $538 for the accretion required over time to amortize the original issue discount.

In August 1998, the Company acquired all of the outstanding capital stock and subordinated indebtedness of Cookies USA, Inc. ("Cookies USA") for a total purchase price of approximately $18,400. During August and September 1998, the Company also entered into agreements with three franchisees of Cookies USA (the "Great American Franchisees") under which the Company purchased a total of 37 Great American Cookies franchises for a total purchase price of $16,328. The total purchase price for all of these acquisitions of $34,728 was allocated, on a preliminary basis, as follows. Additionally, in connection with the purchase accounting, certain other accruals were recorded (see Note 1).

     Fair value of assets acquired.................................... $ 77,410
     Net cash paid....................................................  (27,771)
                                                                       --------
       Liabilities assumed............................................ $ 49,639
                                                                       ========

  In October 1998, the Company acquired the assets of the Cookie Conglomerate,
Inc. ("Cookie Conglomerate") for a total purchase price of $2,800. The total
purchase price was allocated as follows:

     Fair value of assets acquired.................................... $  2,800
     Net cash paid....................................................      --
                                                                       --------
       Liabilities assumed............................................ $  2,800
                                                                       ========

  In November 1998, the Company acquired all of the outstanding stock of
Pretzelmaker Holdings, Inc. ("Pretzelmaker") for $5,419. The total purchase
price was allocated as follows:

     Fair value of assets acquired.................................... $  8,519
     Net cash paid....................................................   (1,100)
                                                                       --------
       Liabilities assumed............................................ $  7,419
                                                                       ========

F-11

MRS. FIELDS' ORIGINAL COOKIES, INC. AND SUBSIDIARIES

NOTES TO CONSOLIDATED FINANCIAL STATEMENTS

1. DESCRIPTION OF BUSINESS AND NATURE OF OPERATIONS

Mrs. Fields' Original Cookies, Inc. (the "Company"), a Delaware corporation, is a wholly owned subsidiary of Mrs. Fields' Holding Company, Inc. Mrs. Fields' Holding is a majority owned subsidiary of Capricorn Investors II, L.P. ("Capricorn"). The Company has eight wholly owned operating subsidiaries; namely, Great American Cookie Company, Inc., The Mrs. Fields' Brand, Inc., Pretzel Time, Inc., Pretzelmaker Holdings, Inc., Mrs. Fields' Cookies Australia, Mrs. Fields' Cookies (Canada) Ltd., H & M Canada and Pretzelmaker of Canada; and three partially owned subsidiaries.

The Company primarily operates retail stores which sell freshly baked cookies, brownies, pretzels and other food products through six specialty retail chains. As of January 2, 1999, the Company owned and operated 147 Mrs. Fields Cookies stores, 120 Original Cookie Company stores, 119 Great American Cookies stores, 77 Hot Sam Pretzels stores, 93 Pretzel Time stores, 9 Pretzelmaker stores in the United States and one Pretzel Time store in Canada. Additionally, the Company has franchised or licensed 859 stores in the United States and 113 stores in several other countries. As of January 2, 1999, the Company owned and operated 437 core stores and 129 stores which are in the process of being closed or franchised. All of the stores in the process of being closed or franchised are expected to be closed or franchised by the end of fiscal year 2000.

The Company holds legal title to certain trademarks for the "Mrs. Fields" name and logo and licenses the uses of these trademarks to third parties for the establishment and operation of Mrs. Fields' cookie and bakery operations and other merchandising activities. In connection with these licensing activities, the Company authorizes third-party licensees to use certain business formats, systems, methods, procedures, designs, layouts, specifications, trade names and trademarks in the United States and other countries. Additionally, the Company markets and distributes its products through catalogs, other print media and mail order.

The Company's business follows seasonal trends and is also affected by climate and weather conditions. The Company experiences its highest revenues in the fourth quarter. Because the Company's stores are heavily concentrated in shopping malls, the Company's sales performance is significantly dependent on the performance of those malls.

Business Combinations

Mrs. Fields, Inc. and Affiliates and Original Cookie Company and Affiliates

The Company began operations on September 18, 1996, following the completion of two simultaneous but separate asset purchase transactions wherein the Company (i) acquired certain assets and assumed certain liabilities of Mrs. Fields Inc., Mrs. Fields Development Corporation and Mrs. Fields Cookies in accordance with two Asset Purchase Agreements dated August 7, 1996, among these parties and Capricorn, and (ii) acquired certain assets and assumed certain liabilities of The Original Cookie Company, Incorporated and Hot Sam Company, Inc. in accordance with an Asset Purchase Agreement dated August 7, 1996, as amended by the First Amendment dated as of September 17, 1996, among these parties and Capricorn.

The combined purchase price for the acquired net assets was approximately $85,243,000. The Company paid net cash of $19,508,000 and issued approximately $65,735,000 in senior and subordinated notes to the selling shareholders. The acquisitions were accounted for as purchases. The total purchase price was allocated to the net assets acquired, based on their estimated fair values. The organization of the Company and the acquisitions resulted in the recording of intangible assets of approximately $49,942,000 principally made up of goodwill, trademarks and organization costs. An additional $17,680,000 of goodwill and $4,520,000 of deferred income tax assets (net of valuation allowances) were recorded in connection with the Company recording certain other accruals totaling $11,300,000 and providing reserves totaling $10,921,000 for impaired property

F-12

MRS. FIELDS' ORIGINAL COOKIES, INC. AND SUBSIDIARIES

NOTES TO CONSOLIDATED FINANCIAL STATEMENTS--(Continued)

and equipment (see Note 5) at Company-owned stores the Company intends to exit through closing or franchising. Goodwill and trademarks are amortized using the straight-line method over 15 years. The $11,300,000 of accruals established at the date of the acquisitions consisted of $5,060,000 for obligations incident to store closures (see Note 5), $2,450,000 for contingent legal and lease obligations that were firmed up before December 28, 1996, $3,135,000 for transaction and finders' fees and $655,000 for severance and related costs. The Company terminated all of the Original Cookie Company and Affiliates corporate employees as planned.

As of January 2, 1999, approximately $2,068,000 of the $2,450,000 accrual for legal and lease obligations has been utilized. The remaining amount as of January 2, 1999 of approximately $382,000 is expected to be utilized by the end of 1999. All of the $3,135,000 accrual established for transaction and finders' fees and the $655,000 accrual for severance and related costs associated with the acquisitions were fully utilized for the purposes intended during fiscal 1997.

H & M Concepts Ltd. Co.

On July 25, 1997, Mrs. Fields' Pretzel Concepts, Inc., a wholly owned subsidiary of Mrs. Fields' Holding, acquired substantially all of the assets and assumed certain liabilities of H & M Concepts Ltd. Co. and subsidiaries ("H & M"). H & M owned and operated stores which engage in retail sales of pretzels, toppings and beverages under a franchise agreement with Pretzel Time, Inc. The total consideration of $13,750,000 consisted of (i) $5,750,000 of cash, financed through an advance from Mrs. Fields' Holding of $1,500,000 and a $4,250,000 bank loan to Pretzel Concepts, (ii) a $4,000,000 principal amount bridge note of Pretzel Concepts and (iii) a $4,000,000 principal amount subordinated note of Mrs. Fields' Holding retained by the sellers (all such debt collectively referred to as the "H & M Debt"). The acquisition was accounted for using the purchase method of accounting (based on the estimated fair values of the net assets acquired) and resulted in recording approximately $9,618,000 of goodwill that is being amortized using the straight-line method over 15 years.

Effective November 26, 1997, Mrs. Fields' Holding contributed all of the assets and liabilities of Pretzel Concepts to the Company and, in consideration thereof, the Company assumed the H & M Debt, including all accrued but unpaid interest. Pretzel Concepts and the Company merged on the same date with the Company being the surviving entity. The contribution was accounted for in a manner similar to that of pooling-of-interests accounting. There was no step-up in the historical basis of Pretzel Concepts' assets or liabilities. Beginning with July 25, 1997, the Company has included Pretzel Concepts' results of operations in the Company's consolidated results of operations.

Pretzel Time, Inc.

On September 2, 1997, Mrs. Fields' Holding acquired 56 percent of the shares of common stock of Pretzel Time for a total cash purchase price of $4,200,000, $750,000 of which was paid to Pretzel Time for working capital purposes, and the balance of which was paid to the selling shareholders. In connection with the acquisition, Mrs. Fields' Holding extended a $500,000 loan to the founder of Pretzel Time who continued to own 44 percent of the shares of common stock of Pretzel Time. The note bears interest at an annual rate of ten percent (see Note 8). Pretzel Time is a franchisor of hand rolled soft pretzel outlets located in North America. The outlets are primarily located in shopping malls. The acquisition was accounted for using the purchase method of accounting (based on the estimated fair values of the net assets acquired) and resulted in recording approximately $5,882,000 of goodwill that is being amortized using the straight-line method over 15 years. The goodwill recorded was $1,682,000 more than the purchase price as the Company assumed more liabilities than it acquired in assets at their fair values. Additionally, severance and legal accruals were established in accordance with EITF 95-3.

F-13

MRS. FIELDS' ORIGINAL COOKIES, INC. AND SUBSIDIARIES

NOTES TO CONSOLIDATED FINANCIAL STATEMENTS--(Continued)

Effective November 26, 1997, Mrs. Fields' Holding contributed its 56 percent of the shares of common stock of Pretzel Time to the Company. Mrs. Fields' Holding also contributed to the Company the $500,000 note due from Pretzel Time's founder and minority stockholder. The contribution was accounted for in a manner similar to that of pooling-of-interests accounting. There was no step- up in the book basis of Pretzel Time's assets or liabilities.

On January 2, 1998, the Company purchased an additional four percent of the shares of common stock of Pretzel Time from the founder for $300,000 in cash. The purchase was accounted for using the purchase method of accounting (based on the estimated fair values of the net assets acquired) and resulted in recording approximately $311,000 of goodwill. In June 1998, the Company acquired an additional ten percent of the shares of common stock of Pretzel Time from the founder for $875,000 in cash. On December 9, 1998, Mrs. Fields purchased three shares of Pretzel Time common stock for $500,000 in cash. On December 30, 1998, Mrs. Fields completed the acquisition of the remaining outstanding common stock of Pretzel Time under a stock purchase agreement dated December 30, 1998, for a purchase price of approximately $4,700,000, $2,500,000 of which was paid in cash on January 5, 1999 and $2,000,000 of which is payable on or before December 30, 1999. The Company has included the appropriate percentage of Pretzel Time's results of operations for each respective period in its consolidated results of operations.

The Mrs. Fields' Brand, Inc.

Prior to November 26, 1997, Mrs. Fields' Holding owned 50.1 percent of the shares of the common stock of Mrs. Fields' Brand. Mrs. Fields' Brand holds legal title to certain trademarks for the "Mrs. Fields" name and logo and licenses the use of these trademarks to third parties for the establishment and operation of Mrs. Fields' cookie and bakery operations and other merchandising activities. In connection with these licensing activities, Mrs. Fields' Brand authorizes third-party licensees to use certain business formats, systems, methods, procedures, designs, layouts, specifications, trade names and trademarks in the United States and other countries.

On November 26, 1997, Mrs. Fields' Holding acquired the remaining 49.9 percent of the shares of the common stock of Mrs. Fields' Brand from Harvard Private Capital Holdings, Inc. for approximately $2,565,000. The consideration consisted of $1,065,000 in cash and $1,500,000 in rights to common equity of Mrs. Fields' Holding. Mrs. Fields' Holding's Board of Directors determined the value of Harvard's rights to the common equity based on a fair value analysis. This analysis appropriately considered a discount for lack of controlling interest and marketability as Mrs. Fields' Holding's common equity is not publicly traded. The acquisition was accounted for using the purchase method of accounting (based on the estimated fair values of the net assets acquired) and resulted in recording approximately $2,565,000 of intangible assets (primarily goodwill) that are being amortized using the straight-line method over 15 years.

Effective November 26, 1997, Mrs. Fields' Holding contributed all of the common stock of Mrs. Fields' Brand to the Company. As a result of this capital contribution, Mrs. Fields' Brand became a wholly owned subsidiary of the Company. The contribution was accounted for in a manner similar to that of pooling-of-interests accounting. There was no step-up in the book basis of Mrs. Fields' Brand's assets or liabilities. Although the Company owned 50.1 percent of Mrs. Fields' Brand until November 25, 1997, the Company has included 100 percent of Mrs. Fields' Brand's results of operations with the Company's consolidated results of operations for all periods presented as a result of Mrs. Fields' Brand incurring net losses for these periods.

Great American Cookie Company, Inc.

On August 24, 1998, the Company acquired all of the outstanding capital stock and subordinated indebtedness of Cookies USA, Inc., the sole stockholder of Great American Cookie Company, Inc., for a total

F-14

MRS. FIELDS' ORIGINAL COOKIES, INC. AND SUBSIDIARIES

NOTES TO CONSOLIDATED FINANCIAL STATEMENTS--(Continued)

purchase price of $18,400,000. Great American is an operator and franchisor of mall-based specialty retail cookie outlets and a manufacturer of cookie batter which is distributed to Great American operated retail stores and sold to franchised retail stores. Concurrently with the acquisition of Cookies USA, the Company entered into agreements with two Great American franchisees under which the Company purchased a total of 29 Great American franchises for a total purchase price of $14,430,000. The Company acquired the franchises through the acquisition of 100 percent of the capital stock of the two corporations through which the franchises operated. On September 9, 1998, the Company acquired eight additional Great American franchised retail stores from a Great American franchisee, under an asset purchase agreement, for a total purchase price of $1,898,000. These acquisitions will be collectively referred to as the "Great American Acquisitions."

The Great American Acquisitions have been accounted for using the purchase method of accounting (based on preliminary estimates of fair values of the net assets acquired) and resulted in recording approximately $69,390,000 of goodwill that is being amortized using the straight-line method over 15 years. Additionally, the Company caused Cookies USA to be merged with and into the Company and caused the acquired franchisees corporations and/or net assets to be merged with and into Great American. Great American became a wholly owned subsidiary of the Company. The acquired entities' results of operations have been included with those of the Company since the applicable dates of acquisition.

The Great American Acquisitions were financed by (i) the net proceeds from the Company issuing $40,000,000 Series C Senior Notes; (ii) the contribution of the net proceeds totaling $29,056,000 from a Mrs. Fields' Holding offering to the Company; and (iii) existing cash of the Company.

On October 5, 1998, Mrs. Fields purchased all of the retail cookie and related business and operations of eleven Great American stores for a total purchase price of $2,800,000 under an asset purchase agreement among The Cookie Conglomerate, Inc., The Cookie Conglomerate, LLP and two individuals who were the partners of Cookie Conglomerate, LLP and the shareholders of Cookie Conglomerate, Inc. The sellers were franchisees of Great American. The sellers' rights under franchise agreements and subleases with Great American were terminated upon closing of the transaction. The acquisition was funded through borrowings.

Pretzelmaker Holdings, Inc.

On November 19, 1998, Mrs. Fields purchased all of the outstanding capital stock of Pretzelmaker Holdings, Inc. under an agreement among Mrs. Fields, Pretzelmaker, and the holders of its capital stock. Pretzelmaker is the holding company for a pretzel retail company. The purchase price was approximately $5,400,000 and Mrs. Fields assumed indebtedness, including severance payments, totaling approximately $1,600,000.

1-800-Cookies

On October 10, 1997, the Company acquired substantially all of the net assets of R&R Bourbon Street, Inc. dba 1-800-Cookies for $653,000 in cash. The acquisition was accounted for using the purchase method of accounting (based on the estimated fair values of the net assets acquired) and resulted in recording $600,000 of goodwill and $53,000 of other assets. The goodwill is being amortized using the straight-line method over 15 years.

Pro Forma Acquisition Information (Unaudited)

The following unaudited pro forma information for the period from inception (September 18, 1996) to December 28, 1996, and for the years ended January 3, 1998 and January 2, 1999, presents the results of operations of the Company assuming the H & M, Pretzel Time and Mrs. Fields' Brand acquisitions and the

F-15

MRS. FIELDS' ORIGINAL COOKIES, INC. AND SUBSIDIARIES

NOTES TO CONSOLIDATED FINANCIAL STATEMENTS--(Continued)

Refinancing, as defined in Note 3, had occurred at the date of inception (September 18, 1996) and that the Great American Acquisitions, Cookie Conglomerate acquisition, Pretzelmaker acquisition and related financing had occurred at December 29, 1996. The results of operations give effect to certain adjustments, including amortization of intangible assets and interest expense on acquisition debt. The pro forma results have been prepared for comparative purposes only and do not purport to be indicative of the results of operations which actually would have resulted or the results which may occur in the future.

                                Inception
                           (September 18, 1996)
                             to December 28,    53 Weeks Ended  52 Weeks Ended
(Unaudited)                        1996         January 3, 1998 January 2, 1999
-----------                -------------------- --------------- ---------------
Total revenues...........      $48,090,000       $200,574,000    $191,246,000
Store closure provision..              --            (538,000)     (7,303,000)
Depreciation and
 amortization............       (2,344,000)       (19,405,000)    (25,582,000)
Income (loss) from
 operations..............        6,718,000         12,738,000      (4,909,000)
Net income (loss)........        1,029,000         (3,638,000)    (22,471,000)

2. SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES

Accounting Periods

The Company operates using a 52/53-week year ending near December 31.

Principles of Consolidation

The accompanying consolidated financial statements include the accounts of the Company and its wholly owned and majority owned subsidiaries. All significant intercompany balances and transactions have been eliminated in consolidation.

Sources of Supply

The Company currently buys a significant amount of its food products from four suppliers. Management believes that other suppliers could provide similar products with comparable terms.

Use of Estimates

The preparation of financial statements in conformity with generally accepted accounting principles requires management to make estimates and assumptions that affect the reported amounts of assets and liabilities and disclosure of contingent assets and liabilities at the date of the financial statements and the reported amounts of revenues and expenses during the reporting period. Actual results could differ from those estimates.

Cash Equivalents

The Company considers all highly liquid investments purchased with an original maturity of three months or less to be cash equivalents. As of January 2, 1999, the Company had demand deposits at various banks in excess of the $100,000 limit for insurance by the Federal Deposit Insurance Corporation. As of January 2, 1999, the Company had restricted cash of $225,000.

Inventories

Inventories consist of food, beverages and supplies and are stated at the lower of cost (first-in, first-out method) or market value.

F-16

MRS. FIELDS' ORIGINAL COOKIES, INC. AND SUBSIDIARIES

NOTES TO CONSOLIDATED FINANCIAL STATEMENTS--(Continued)

Pre-Opening Costs

Pre-opening costs associated with new Company-owned stores are charged to expense as incurred. These amounts were not significant for the periods presented in the accompanying consolidated financial statements. Pre-opening costs associated with new franchised stores are the responsibility of the franchisee.

Property and Equipment

Property and equipment are stated at cost less accumulated depreciation and amortization. Equipment, fixtures and leasehold improvements are depreciated or amortized over three to seven years using the straight-line method.

Expenditures that materially increase values or capacities or extend useful lives of property and equipment are capitalized. Routine maintenance, repairs and renewal costs are expensed as incurred. Gains or losses from the sale or retirement of property and equipment are recorded in current operations.

Intangible Assets

Intangible assets consist primarily of goodwill and trademarks and are amortized using the straight-line method over 15 years. Other intangible assets such as covenants not to compete are not significant and are being amortized using the straight-line method over two to five years.

Deferred Loan Costs

Deferred loan costs totaling $13,038,000 resulted from the sale of $100,000,000 total principal amount of 10 1/8 percent Series A Senior Notes (the "Series A Senior Notes") on November 26, 1997 and the sale of $40,000,000 total principal amount of 10 1/8 percent Series C Senior Notes (the "Series C Senior Notes") on August 24, 1998. These costs are being amortized to interest expense over the approximate seven-year life of the Series A Notes and the approximate six-year life of the Series C Senior Notes (see Note 3).

Discount on Series C Senior Notes

The Series C Senior Notes were issued at a discount which is being amortized to interest expense over the approximate six-year life of the related notes.

Long-Lived Assets

The Company reviews for impairment of long-lived assets when events or changes in circumstances indicate that the book value of an asset may not be recoverable. The Company evaluates, at each balance sheet date, whether events and circumstances have occurred that indicate possible impairment. The Company uses an estimate of future undiscounted net cash flows of the related asset or group of assets over the remaining life in measuring whether the assets are recoverable. The Company assesses impairment of long-lived assets at the lowest level for which there are identifiable cash flows that are independent of other groups of assets.

During the year ended January 2, 1999, the Company wrote down approximately $4,131,000 of impaired long-lived assets. The write-down included approximately $3,098,000 of equipment and leasehold improvements at company-owned stores that the Company intends to close or franchise (see Note 5) and approximately $1,033,000 of goodwill that had been allocated to the impaired assets. These assets have been written-down to their estimated net realizable value. The impairment provision was included in depreciation and amortization in the accompanying fiscal year 1998 statement of operations.

F-17

MRS. FIELDS' ORIGINAL COOKIES, INC. AND SUBSIDIARIES

NOTES TO CONSOLIDATED FINANCIAL STATEMENTS--(Continued)

Store Closure Reserve

The Company accrues an estimate for the costs associated with closing a nonperforming store in the period the determination is made to close the store. The accruals are for estimated store lease termination costs (see Note 5).

Revenue Recognition

Revenues generated from company-owned stores are recognized at the point of sale. Initial franchising and licensing fee revenues are recognized when all material services or conditions relating to the sale have been substantially performed or satisfied. Franchise and license royalties, which are based on a percentage of gross store sales, are recognized as earned. Revenues from the sale of batter that the Company produces and sales to franchisees are recognized at the time of shipment and are classified in franchising revenue. The Company receives rebates or other payments from suppliers based (directly or indirectly) on sales to franchisees and company-owned stores. Rebates related to franchisees are recorded as franchising revenue when earned. Rebates related to company-owned stores are recorded as a reduction to cost of sales when earned.

Leases

The Company has various operating lease commitments on both company-owned and franchised store locations and equipment. Expenses of operating leases with escalating payment terms, including leases underlying subleases with franchisees, are recognized on a straight-line basis over the lives of the related leases. The Company accrues contingent rental expense on a monthly basis for those retail stores where contingent rental expense is probable.

Income Taxes

The Company recognizes deferred income tax assets or liabilities for expected future tax consequences of events that have been recognized in the financial statements or tax returns. Under this method, deferred income tax assets or liabilities are determined based upon the difference between the financial and income tax bases of assets and liabilities using enacted tax rates expected to apply when differences are expected to be settled or realized.

Foreign Currency Translation

The balance sheet accounts of the Company's foreign subsidiaries are translated into U.S. dollars using the applicable balance sheet date exchange rates, while revenues and expenses are translated using the average exchange rates for the periods presented. Translation gains or losses are insignificant for the periods presented.

Fair Value of Financial Instruments

The Company estimates that the total fair market value of its Series A/B Senior Notes and Series C Senior Notes (see Note 3) was approximately $101,250,000 and $135,100,000 as of January 3, 1998 and January 2, 1999, respectively. These estimates are based on quoted market prices. The book values of the Company's other financial instruments, including cash and cash equivalents, accounts receivable, accounts payable, accrued liabilities and other long-term debt obligations, approximate fair values at the respective balance sheet dates.

Recent Accounting Pronouncement

In June 1998, the FASB issued SFAS No. 133, "Accounting for Derivative Instruments and Hedging Activities." This statement established accounting and reporting standards requiring that every derivative

F-18

MRS. FIELDS' ORIGINAL COOKIES, INC. AND SUBSIDIARIES

NOTES TO CONSOLIDATED FINANCIAL STATEMENTS--(Continued)

instrument be recorded in the balance sheet as either an asset or liability measured at its fair value. The statement also requires that changes in the derivative's fair value be recognized currently in earnings unless specific hedge accounting criteria are met. This statement is effective for fiscal years beginning after June 15, 1999 and is not expected to have a material impact on the Company's consolidated financial statements.

Reclassifications

Certain reclassifications have been made to the prior periods' consolidated financial statements to conform with the current period presentation.

3. LONG-TERM DEBT AND CAPITAL LEASE OBLIGATIONS

Long-Term Debt

Long-term debt consists of the following:

                                                    January 3,    January 2,
                                                       1998          1999
                                                   ------------  ------------
Series A/B senior unsecured notes, interest at 10
 1/8 percent payable semi-annually in arrears on
 June 1 and December 1, commencing June 1, 1998,
 due December 1, 2004............................. $100,000,000  $100,000,000
Series C senior unsecured notes, interest at 10
 1/8 percent payable semi-Annually in arrears on
 June 1 and December 1, commencing December 1,
 1998, due December 1, 2004.......................          --     40,000,000
Discount related to the issuance of $40,000,000
 Series C senior unsecured notes, net of
 accumulated amortization of $0 and $33,000,
 respectively.....................................          --       (566,000)
Notes payable to individuals or corporations with
 interest terms ranging from non-interest bearing
 to 15 percent, due at various dates from 1999
 through 2001, requiring monthly payments.........      756,000    10,259,000
                                                   ------------  ------------
                                                    100,756,000   149,693,000
Less current portion..............................     (472,000)   (8,046,000)
                                                   ------------  ------------
                                                   $100,284,000  $141,647,000
                                                   ============  ============

On November 26, 1997, the Company issued $100,000,000 total principal amount of Series A Senior Notes due December 1, 2004 pursuant to an indenture between the Company and the Bank of New York (the "Indenture"). The Series A Senior Notes were issued pursuant to a private transaction that was not subject to the registration requirements of the Securities Act of 1933. On June 12, 1998, a majority of the Series A Senior Notes were exchanged for 10 1/8% Series B Senior Notes due December 1, 2004 (collectively, the "Series A/B Senior Notes"), which were registered under the Securities Act.

On August 24, 1998, the Company issued $40,000,000 total principal amount of Series C Senior Notes due December 1, 2004 in connection with the Great American Acquisitions. The Series C Senior Notes were issued under the Indenture which also governs the terms of the Series A/B Senior Notes in a private transaction that was not subject to the registration requirements of the Securities Act. The Series A/B Senior Notes and the Series C Senior Notes will be collectively referred to as the "Senior Notes."

In connection with the issuance of the Series C Senior Notes, the Company recorded a discount of approximately $600,000. This discount is being amortized to interest expense over the approximate six-year life of the Series C Senior Notes.

F-19

MRS. FIELDS' ORIGINAL COOKIES, INC. AND SUBSIDIARIES

NOTES TO CONSOLIDATED FINANCIAL STATEMENTS--(Continued)

The Senior Notes are general unsecured obligations of the Company, rank senior in right of payment to all subordinated indebtedness of the Company and rank pari passu in right of payment with all existing and future senior indebtedness of the Company.

The Senior Notes are redeemable at the option of the Company, in whole or in part, at any time on or after December 1, 2001 in cash at redemption prices defined in the Indenture, plus accrued and unpaid interest. In addition, at any time prior to December 1, 2001, the Company may redeem up to a total of 35 percent of the principal amount at a redemption price equal to 110.125 percent of the principal, plus accrued and unpaid interest.

The Senior Notes contain certain covenants that limit, among other things, the ability of the Company and its subsidiaries to: (i) declare or pay dividends or make any other payment or distribution on account of the Company's or any of its subsidiaries' equity interest (including without limitation, any payment in connection with any merger or consolidation involving the Company);
(ii) purchase, redeem or otherwise acquire or retire for value (including, without limitation, in connection with any merger or consolidation involving the Company) any equity interest of the Company or any direct or indirect parent of the Company or other affiliate of the Company; (iii) make any payment on or with respect to, or purchase, redeem, defease or otherwise acquire or retire for value any indebtedness that is subordinated to the Senior Notes, except as payment of interest or principal at stated maturity; or (iv) make any restricted investments except under conditions provided for in the Indenture.

The total amount of principal maturities of debt at January 2, 1999 are as follows:

Fiscal Year
-----------
1999............................................................ $  8,046,000
2000............................................................      648,000
2001............................................................      539,000
2002............................................................      583,000
2003............................................................      44