His revenue was ~20% more than the minimum wage. Add in the employer half of FICA (+6.2%) and wear-and-tear on the car and gas and it looks like worse. If he drove more than 4.17 miles an hour (at US average IRS mileage rates) he made less than minimum wage. And that's ignoring other costs I may have forgotten.
And that's assuming that for some reason the PR stunt showed no preference to the CEO in route assignment and otherwise was an up and up demo.