This simply implies that the key to success is the concurrence of expansion and localization.
Uber is justifying the above with its recent actions.
Starbucks wants to boost their sales in Japan where the competition is intense and to do so Starbucks is partnering with UberEats.
The delivery by UberEats is carried out only in around 6 stores currently but if the tie-up continues the advantages can be mutual.
Starbucks announced that they are planning to launch 100 new outlets every year in Japan and that would ultimately make the store count 1,700 by the end of 2021.
The important point to note when expanding a service in a new region is to know and understand the audience.