Your counterpart is an idiot, plain and simple. Would he try that approach to host a customer appreciation day? A person can go home set his own table cook exactly what he wants the way he likes it, for less than $10. Plus he doesn't lose any payed hours at work? I like most of the folks I work with but I also spend plenty of time with them at work. What have I missed here?
It comes off as a chore that corporate requires him to do against his will. By his actions that is exactly what it is too. He likely does not appreciate his employees, viewing them as liabilities, tools used in the process, changing them out like worn bearings.
Kudos to you, as it is apparent, you don't share his view.