A man and two boys stand by tall display cases that run along two walls at the Joe Gatto Store located at 145 N 11th Street, Lincoln. A cash register sits on a display case holding cigars to the right, soda fountain tables and chairs fill the space between the display cases, and the corner of a soda fountain can be seen at the left. Advertising on the wall includes a sign promoting: "Jin-Jer-Pep. It has the Ginger, it imparts the Pep. Try it.
According to the Lincoln City Directory, 1918, Joseph Gatto was a retail confectioner. The man in the photograph are probably Joseph Gatto and his sons, Joe and Santo. Mr. Gatto died before the 1920 Lincoln City Directory was published, leaving his widow, Josephine, with the two boys and a daughter, Providence.
