Three men, a woman, and two boys stand inside at the front corner entrance of Joe Gatto's store located at 145 N. 11th Street, Lincoln. On the right is a soda fountain, to the left against the windows, a glass display case reads: "Fresh chocolates, ice cooled." Canned and boxed goods sit on top of cases and shelves that run above the level of the door. Awnings can be seen through the windows.
According to the Lincoln City Directory, 1918, Joseph Gatto was a retail confectioner. The man on the far right in this photograph is probably Joseph Gatto the owner, and the two small boys, his sons, Joe and Santo. Mr. Gatto died before the 1920 Lincoln City Directory was published, leaving his widow, Josephine (possibly the woman in this photograph), his two sons and a daughter, Providence. The 1920 Directory shows the store under the management of Gus Gatto (possibly one of the other men in this photograph).
