Ubiquity is the death knell of authenticity. Starbucks does not exist everywhere. Rather Starbucks selects specific places and seeks people who wish to encounter a remarkable experience. They functionally cannot accommodate everyone so they seek to do business with those who are looking for a very specific experience.
We cannot be everywhere so best to avoid being ubiquitous and locate ourselves where we deliver remarkable experiences.
The Ted Radio Hour offers a tremendous podcast with insights into the role of brand and place.