The arrival of fully self-driving cars on our roads in the not-all-that-distant future raises many big questions. Are they safe? How will they interact with human drivers? How many lives can they save? What happens with car insurance? Can they really cure congestion? Who will be liable in the case of an accident?

But here’s a slightly different autonomous car-related question that Ford’s senior management have been pondering: how much would you pay for a pizza delivered by a self-driving car?

This pizza poser grew from Ford’s partnership with Domino’s Pizza to trial autonomous deliveries in the American states of Michigan and Florida, using specially converted Fusions. It sounds like a gimmick, but Ford vice president Jim Farley insists it has been hugely informative.