Beltway Plaza is doubling down on small, culturally diverse businesses and family-friendly entertainment as part of a long-term strategy to keep the mall relevant in a changing retail landscape. With new international dining options and community-centered attractions underway, management and tenants say the mall’s future depends on maintaining its identity as a local, welcoming hub.
For more than two decades, Quantum Companies has shaped Beltway Plaza into what Vice President of Operations Kenny Wine describes as a community-first shopping center built on small businesses and cultural variety. “We have almost primarily small businesses,” Wine said. “There’s over 20 languages spoken by our tenants, which suggests there’s also probably that many languages of customers that visit them.”
Independent Businesses
That focus is central to how management decides which businesses to bring in. Rather than relying on national chains, Beltway Plaza emphasizes independently owned shops and restaurants that reflect the diversity of the surrounding community.
The strategy extends to food, a major pillar of the mall’s redevelopment efforts. A new food court, currently under construction, will introduce Indian, Jamaican, Thai and Colombian restaurants, expanding the plaza’s current international offerings. If all goes according to plan, it will be complete in June.
Engaging People
Wine said the goal is not just variety, but engagement. “We want to get people to try all the great, delicious food options that exist here that you might not think about,” Wine said.
To encourage that, management is planning initiatives such as a “food passport” program, where visitors can sample dishes from different restaurants and earn rewards, and a larger international food festival, aimed at drawing visitors from across the region and offering samples to customers hesitant to try something new. “The goal is to get people to try food that they might be intimidated by,” Wine said, noting that offering small samples can make new cultural experiences more approachable.
Community Feel
Longtime tenant Raja Kumar, owner of Bun Cafe and Nihit Cafe and Juice Bar, said the mall’s diversity and community feel are what have sustained his business for more than 25 years. Kumar’s commute from Virginia is a testament to his devotion to the Plaza. “This mall is actually a community mall,” Kumar said. “You see a lot of repeat people come into this mall. It’s very friendly.”
The mix of international food options and small businesses creates an environment that keeps customers returning. “They got a little bit of everything for everybody,” Kumar said. That consistency has allowed his business to evolve alongside changing consumer habits. What began as a cinnamon bun kiosk has expanded into a café and juice bar focused on healthier options, including smoothies, wraps and cold-pressed juices, ensuring customers get the important nutrition they need. “These days, people [are] health conscious,” Kumar said. “People can just swing by and get their protein shakes or fruit salad or some natural juices, or pure natural energy.” Proximity to Planet Fitness and a steady stream of regular customers help sustain the business, while the mall’s accessibility, just off I-495, continues to attract visitors.
Coming Attractions
Beyond food, Beltway Plaza is investing heavily in family-oriented attractions to broaden its appeal. Plans include a trampoline park, a dance studio, a taekwondo facility and a future recreation center in partnership with the city. As part of that effort, the mall has secured a special exception from local zoning authorities to allow for a child care facility. “The community needs child care,” Wine said, adding that the goal is to provide an affordable and accessible option for families. The approval allows Beltway Plaza to expand its community services with organizations like Playtime Project, which is establishing a permanent presence to provide social services and engagement. “We want to be very family-friendly,” Wine said. “I want people doing constructive things with the mall.”
Unique Identity
Despite competition from larger, more modern shopping centers, Beltway Plaza’s identity is its advantage. “It’s very community driven, and it’s unlike anything anyone’s really seen,” Wine said.
As construction continues on the new food court and additional entertainment spaces, both management and tenants say the mall’s success will depend on preserving that sense of familiarity while continuing to evolve. For Kumar, that balance is what keeps customers coming back, not just to shop, but to stay.
“You don’t feel like you’re going shopping,” Kumar said. “You are here to shop and … have a little bit of a good time.”
Laura Charleston is a University of Maryland student at the Philip Merrill College of Journalism interning with the Greenbelt News Review.
