Three things: hidden carbohydrates in sauces and marinades that make the claim false; pricing the lane as a premium when the guest reads it as a substitution; and staff who cannot answer the two questions every keto guest asks — what is in this, and what can you leave out. The lane is an operating discipline, not a menu section.
From Why Fast Food Needs a Keto Lane — the full reading, with the method behind this answer.