In 1964, retired Air Force Lieutenant Colonel James R. Eure opened a pizza and hamburger restaurant in his hometown of Stephenville, Texas. He and his wife moved to Austin, Texas; and in 1969, he opened a pizza restaurant in Austin under the name, "The Pizza Place." In order to identify themselves from the rest of the pizza places, Eure undertook a naming contest. Eure's wife's maiden name was Gatti, which soon won out over many other proposed names and The Pizza Place was renamed Mr. Gatti's Pizza.