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In 1984, Pizza Hut began the BOOK IT! program. The program was created by then-president of Pizza Hut, Arthur Gunther. Gunther designed the program with the goal of encouraging kids to read more as well as helping them further develop their reading skills. Gunther was inspired by his son, Michael, who had issues reading due to eye-related problems. Students who engage in the program are rewarded with certificates, buttons, and pizzas as incentives for completing their reading goals. The program continues to be in effect.