In the 1990s, kids were given a tasty incentive to pick up a book and read. The mission, should they choose to accept it, was to read a certain amount each month to earn a button, stickers, and a free personal pan pizza. Now, ’90s kids can offer this same challenge to their own children, because Pizza Hut’s BOOK IT Summer Reading Program has officially returned.
The BOOK IT program is a free reading incentive tool for parents and teachers to help encourage youngsters to read recreationally during the summer. While back in the day participants manually filled out forms to track their progress, parents today can do so on an app. The app can also redeem rewards for free pizza throughout the summer. Enrollment begins on May 1, 2026.
Brief History of BOOK IT
Per The Takeout, the history of the BOOK IT program begins in the mid-1980s with then-president of Pizza Hut Arthur Gunther and marketing executive Bud Gates. As President Ronald Reagan encouraged businesses to promote education, Gunther wanted to participate. He was inspired by his son’s struggle with literacy as a child. With that in mind, he developed the program to reward young kids for reading. Kids from pre-K through sixth grade would get a free personal pan pizza if they reached certain monthly reading benchmarks. This not only encouraged kids to read for free pizza, but also got their parents to order food for themselves while they were there.
The program would continue in various forms for 40 years, and has had a lasting legacy with many Millennials. Many enjoy remembering finishing up a Goosebumps, Encyclopedia Brown, or other book series of their youth to get a free one-topping six-inch pie.
There are critics of the Pizza Hut BOOK IT program, though. Many argue that reading should be encouraged for its own sake. There is also understandable concern about linking a child’s education to a national fast food pizza chain. Others argue that, in an age when children’s reading skills are declining nationally, such incentive programs can still help. After all, many adults on social media today credit BOOK IT for making them readers.
How to get kids to read more (pizza optional)
There are other ways to boost a child’s literacy without pizza (though pizza goes well with everything). Aside from continuing story time with younger kids, parents can still bond with their elementary-aged children by playing word games with them such as Scrabble or Boggle.
Another way to join your child is to share their interests. If they want to read a young adult book they’ve picked out, consider reading it too. It’ll create something to bond over as a “family book club.” After you both finish it, you can discuss the novel over a fun dinner out, whether at Pizza Hut elsewhere.


































