Visited the Reems Rd. store on 1-19-18 and learned the price of the drink I've been purchasing for about 10 years increased about $1....Now $4.75 instead of $3.75 for a "tall" black/white mocha...that's simply to much. Called Starbucks customer service and learned, beginning 1-1-18, each location can charge whatever they desire! After 15 years, a Gold Member and spending about $60/mo. or $720/yr. at Starbucks, I have no desire to pay this much for a smaller drink and certainly not interested in shopping store-to-store to find a more reasonable price. The consistency at Starbucks is no longer available which was previously a main attraction. Unfortunately, after 15 years, I'll be an x-customer all due to this new policy and the increased pricing.