GNU Make: Reading user input in variable doesn't work

Got a simple makefile:

.PHONY:\
foo
foo:
    $(call simple_canned_recipe)

define simple_canned_recipe
    read -p "Type something press [ENTER]: " input   \
    && echo "input '${input}'"
endef

Invoking this with 'make foo' causes the prompt to appear but unfortunately the 'echo' command prints:

input ''

How can this issue be addressed?