Plaza America in Reston is in a period of transition: one retailer has left, another is preparing to relocate, and the future of a third is unclear.
The question mark centers on Noodles & Company, the fast-casual noodle eatery that has occupied a prominent spot at the shopping center since 2012.
Retail broker CBRE is currently advertising the 3,516-square-foot space at 11648 Plaza America Drive as “available” for leasing, though an employee at the restaurant said they weren’t aware of any plans to close when contacted by FFXnow earlier this month.
Noodles and Company announced in a financial report for the first quarter of 2025 that it expects to close up to 21 stores by the end of the year, including 13 to 17 company-owned locations and four franchises.
A Noodles spokesperson says the closures are part of an “ongoing strategy to optimize our restaurant portfolio and enhance overall performance,” but no specific locations can be confirmed yet.
“These decisions are never made lightly, and we’re committed to supporting our impacted team members throughout the process,” Noodles communications director Danielle Moore told FFXnow by email. “At this time, we are unable to share a complete list of locations, as many of these decisions are still underway. Our focus remains on maintaining a strong, healthy restaurant base that allows us to deliver the best possible experience to our guests.”
The impending closures come despite positive trends in terms of revenue, foot traffic and sales, driven in part by a “reimagined” menu launched on March 12, Noodles leaders said in May 7 earnings conference call. They noted that the company added restaurant in January and anticipates opening another in June.
Based in Broomfield, Colorado, Noodles & Company has dozens of locations in Virginia, including the one in Reston. It can also be found in Fairfax City, Fair Lakes, Chantilly, Herndon, Idylwood and Springfield.
The chain’s Vienna restaurant — one of its first in the D.C. region — closed suddenly in January 2024.
MidnighTreats closes ahead of relocation
In more definitive news, MidnighTreats had its last day of business at Plaza America on April 27, according to a notice posted to its front door at 11720 Plaza America Drive, Suite 100.
After opening in the small storefront in May 2022, the cookie shop is working to move to a larger space in Reston Town Center at 1826 Discovery Street. Owner and founder Johnny Nguyen had hoped to open the new location in May, but that’s no longer looking possible.
“The permitting process has not been smooth for us!” Nguyen said. “Now we’re hoping to open by end of June.”
In the meantime, MidnighTreats supporters will have to order a delivery or trek to Alexandria, Arlington or College Park in Maryland to partake in its giant, vegan cookies. For Reston residents who have a more generalized craving for a large cookie, Crumbl Cookies remains in business at Plaza America.
Construction on Whole Foods continues
One of Plaza America’s anchor retailers, Whole Foods Market, will also make the leap to Reston Town Center later this year.
Construction continues to transform the vacant Best Buy building in the Spectrum at Reston Town Center (1861 Fountain Drive) into the new Whole Foods, whose name now graces the future storefront next to the Container Store.
No definitive timeline for the relocation has been established, but an employee at Plaza America’s Whole Foods told FFXnow that they expect the new store to open around the end of August or early September.
It’s unclear whether Plaza America has identified a replacement for Whole Foods yet. The Amazon-owned grocer also recently moved its Idylwood store to Falls Church, opening up a space that Idylwood Plaza’s owner announced last week will be filled by Lidl.
New businesses take shape
While Plaza America is bracing for at least one notable departure, it’s also getting a couple of new arrivals.
Mathnasium opened at the shopping center in November 2024 after more than a decade at Hunters Woods Village Center. Its new store at 11650 Plaza America Drive is adjacent to Noodles & Company.
“My understanding is that it was just a better business opportunity in this shopping center, in a little better location in terms of the area we’re supposed to serve — the Reston Town Center district,” Billy Rieger, director of the tutoring center, said when asked about the relocation.
According to Rieger, nearly all of Mathnasium of Reston’s students were able to follow it to the new spot, where it can serve approximately 28 students at one time. While the move hasn’t resulted in any significant changes, there has been an uptick in foot traffic.
“I’m happy we’re at a location where we can continue to serve our community and really help kids change and get better at math,” Rieger told FFXnow.
Still to come at Plaza America is Wonder, a New York-based food hall that recently shared plans to expand to Reston and Franconia after making its regional debut in D.C. next month. While the announcement didn’t provide addresses for the Fairfax County locations, permits suggest a build-out is in the works at 11690 Plaza America Drive.
Hat tip to Adam Rubinstein
