in scripts/FriendlyEats.View.js [449:459]
'data-fir-style': function(tel) {
var chunks = tel.getAttribute('data-fir-style').split(':');
var attr = chunks[0];
var field = chunks[1];
var value = that.getDeepItem(data, field);
if (attr.toLowerCase() === 'backgroundimage') {
value = 'url(' + value + ')';
}
tel.style[attr] = value;
}