Mystery Sign

I had to steal this from Brian's blog. He writes:

Last month when Dem and I visited her parents place to do some wedding planning tasks, we pulled into a vet on our way up...Dem needed something, but I can't remember...not from the vet but from the car and we had to stop to get it. So I'm sitting, waiting (wishing...at least Dem will get the reference) and checking out this places sign. Dem and I sat there for awhile pondering what might be meant by "1 chip = 1/2 burger". Just like our previous sign mystery (still unsolved) we would like to know where this conversion factor comes from...if you know what this means please share.

I can't solve this one but I'm guessing that "chip" refers to those chips that you can have implanted in your pet that can be scanned if they're ever lost and brought into a animal shelter. And maybe they are trying to say they're really cheap to have done since they cost half as much as a restaurant hamburger?

Why would you get a sign that can only have 14 characters on each line?