Sunda New Asian
Sunda New Asian operates five full-service U.S. restaurants (Chicago x2, Nashville, Tampa, Detroit) serving modern, elevated Southeast Asian cuisine to consumers, corporate clients, and private-event groups, with supplemental catering, sushi rolling classes, and PBS-backed cultural programming.
- Company typePrivate
- Founded2009
- HeadquartersChicago, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Sunda New Asian does
Sunda New Asian (legal entity: Sunda Hospitality Company LLC) is a privately held, multi-location full-service restaurant chain founded in 2009 by Emmy Award-winning restaurateur Billy Dec. The company operates five U.S. restaurants — River North and Fulton Market in Chicago, Nashville, Tampa, and Detroit (opened March 10, 2026 at The District Detroit in partnership with Olympia Development) — serving a modern, elevated Southeast Asian menu that fuses Filipino, Japanese, Thai, Vietnamese, and Chinese culinary traditions across sushi, dim sum, noodles, rice dishes, and signature creations such as the Kamayan Feast. Menu price points span $6 happy-hour bar bites to a $68+ Wagyu Tomahawk, with average checks in the premium-casual segment.
Beyond core dine-in, Sunda monetizes through structured ancillary revenue streams: off-premise catering (e.g., $85 48-piece sushi platters), private and semi-private event sales, experiential programming ($65/person monthly sushi rolling classes sold through OpenTable), seasonal menus (AAPI Heritage Month, Easter brunch, Valentine's Day), and direct e-commerce for online ordering and gift cards. Customer segments are predominantly horizontal — general consumers, couples, and group diners — supplemented by corporate and private-event clients served via a dedicated events team.
The business is supported by earned-media-driven marketing anchored on founder Billy Dec's celebrity profile, Executive Chef Mike Morales (Food Network 'Chopped'), and the PBS-broadcast 'Food Roots' documentary. Sunda raised $20 million from Cleveland Avenue in January 2023 to fund multi-unit expansion. Headcount is 51–100 and the company operates with no disclosed proprietary technology, mobile app, or AI/ML capability — competitive differentiation rests on brand, talent, cultural programming, and physical real estate rather than software or data assets.
Sunda New Asian firmographics
Firmographics- Name
- Sunda New Asian
- Legal name
- Sunda Hospitality Company LLC
- Website
- https://sundanewasian.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Sunda New Asian operates five full-service U.S. restaurants (Chicago x2, Nashville, Tampa, Detroit) serving modern, elevated Southeast Asian cuisine to consumers, corporate clients, and private-event groups, with supplemental catering, sushi rolling classes, and PBS-backed cultural programming.
- Ownership category
- akta.pro rank
Sunda New Asian industry classification
Industry- Product category
- Upscale Southeast Asian Restaurants
- NAICS
- Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251), Caterers (722320)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- Ethnic & Regional Cuisine Restaurants (THAFACAD)
Keywords
Where Sunda New Asian is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Sunda New Asian business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Dine-In Restaurant Revenue: Full-service dine-in restaurant revenue from à la carte menu items including sushi, dim sum, main courses, and beverages. The menu features price points ranging from $6 bar bites during happy hour to $68 for premium dishes like Panang Beef Short Rib and Wagyu Tomahawk (market price). The restaurant offers dinner, weekend brunch, and happy hour service periods.
- Catering Services: Off-site and on-site catering services for events, corporate gatherings, and special occasions. Menu includes sushi platter options such as a classic platter with 48 pieces for $85, Kamayan feast serving up to 4 guests for $180, and various group dining packages.
- Private Events and Group Dining: Private, semi-private, and communal dining options for intimate celebrations, corporate gatherings, cocktail receptions, and larger group experiences. The experienced events team works closely with clients to customize menus and service for both business and social occasions.
- Sushi Rolling Classes and Experiential Events: Interactive culinary experiences including monthly sushi rolling classes at $65 per person, with tickets sold through OpenTable. The restaurant also hosts special events tied to cultural celebrations including AAPI Heritage Month, Lunar New Year, and holiday seasons.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Signature Mains and Premium Proteins |
| Unit Pricing | Pay-as-you-go | Sushi and Nigiri |
| Unit Pricing | Pay-as-you-go | Happy Hour Bar Bites and Drinks |
| Unit Pricing | Pay-as-you-go | Sushi Rolling Classes |
| Unit Pricing | Pay-as-you-go | AAPI Heritage Month Specials |
| Unit Pricing | Pay-as-you-go | Holiday and Special Event Dining |
| Unit Pricing | Pay-as-you-go | Catering Platters and Group Options |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Sunda New Asian product offering
Product offeringCore offering
Sunda New Asian operates a multi-location full-service restaurant chain serving modern Southeast Asian cuisine including sushi, dim sum, noodles, rice dishes, and signature creations across five U.S. locations. The core dining experience is supplemented by private events and group dining, off-site catering, ticketed sushi rolling classes, gift card sales, and cultural programming such as AAPI Heritage Month menus and the PBS-broadcast FOOD ROOTS documentary.
Product overview
Sunda New Asian is a multi-location restaurant chain offering modern Southeast Asian cuisine across five locations in Chicago (River North and Fulton Market), Nashville, Tampa, and Detroit. The core offering is the restaurant dining experience featuring expertly crafted sushi, dim sum, and new Asian creations. The business supplements its core restaurant operations with ancillary services including private events and group dining, catering, gift cards, and special dining experiences such as weekend brunch (East Meets West), happy hour, and sushi rolling classes. The company also produces the FOOD ROOTS documentary exploring Filipino culinary heritage and runs limited-time seasonal menus celebrating cultural events like AAPI Heritage Month.
Differentiator
Problem solved
Functional benefit
Products and services
- Sunda New Asian Restaurant Full-service modern Southeast Asian dining experience featuring sushi, dim sum, noodles, rice dishes, and signature creations, offered at five U.S. locations (Chicago River North and Fulton Market, Nashville, Tampa, Detroit) for dinner, weekend brunch, and happy hour service periods.
- Private Events and Group Dining
Companies that use Sunda New Asian
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Sunda New Asian technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Sunda New Asian partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Olympia DevelopmentcoreThe District Detroit development is managed by Olympia Development, and Sunda New Asian is a key restaurant tenant in this entertainment district. The 6,000-square-foot Detroit location is part of The District Detroit, a premier entertainment hub near Little Caesars Arena and the Fox Theatre. Reservations are facilitated through OpenTable's platform.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Sunda New Asian competitors and assessment
Company assessmentDirect peers
- Talde: Chef-driven Asian-American fusion concept with comparable modern, irreverent positioning and full-service dining-plus-bar format. Direct peer on elevated Pan-Asian flavors and experiential dining.
- Nobu: Globally recognized upscale Japanese/Asian restaurant concept with comparable premium check averages, sushi-and-more menu architecture, and brand-driven cultural cachet. Direct overlap on full-service experiential Asian dining for special occasions and corporate clientele.
- RA Sushi: Multi-unit upscale sushi and Asian-fusion chain competing in the same dinner-plus-bar-bites, happy-hour-driven segment. Comparable on sushi-led menu architecture, multi-market presence, and experiential bar programming.
- Blue Sushi Sake Grill: Multi-unit modern sushi and sake concept with comparable premium positioning, sushi-roll-heavy menu, and bar-driven experiential layer. Direct competitor for share of sushi-led casual-to-upscale occasions.
- Momotaro: Chicago-based upscale Japanese restaurant in the West Loop/Fulton Market neighborhood with comparable premium positioning, sushi-driven menu, and high-end beverage program. Direct local peer competing for the same Chicago corporate and special-occasion demand.
Broad incumbents
- P.F. Chang's: National full-service Asian casual-dining chain with broader menu (Chinese/Asian) and significantly larger footprint. Comparable on full-service Asian positioning and multi-location scaling, but operates at a lower price point and lacks Sunda's modern Southeast Asian / cultural-programming differentiation.
- Benihana: Established national Asian full-service chain with experiential theatrics (teppanyaki) that compete for special-occasion and group-event occasions. Comparable on full-service Asian dining and event-driven demand, though differentiated by hibachi format.
- Din Tai Fung: Internationally recognized Asian full-service chain specializing in dim sum and noodles. Comparable on dim sum inclusion in menu, premium positioning, and global brand recognition in Asian dining.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Sunda New Asian social profiles
Digital presenceSunda New Asian financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sunda New Asian leadership team
Management profileNumber of profiles
Profiles2 records
Sunda New Asian funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sunda New Asian M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sunda New Asian
What does Sunda New Asian do?
Sunda New Asian operates a multi-location full-service restaurant chain serving modern Southeast Asian cuisine including sushi, dim sum, noodles, rice dishes, and signature creations across five U.S. locations. The core dining experience is supplemented by private events and group dining, off-site catering, ticketed sushi rolling classes, gift card sales, and cultural programming such as AAPI Heritage Month menus and the PBS-broadcast FOOD ROOTS documentary.
Is Sunda New Asian a public or private company?
Sunda New Asian is a private company. It is classified as venture growth investor backed and is currently operating.
When was Sunda New Asian founded?
Sunda New Asian was founded in 2009. It employs 51 to 100 people.
Where is Sunda New Asian based?
Sunda New Asian is headquartered in Chicago, United States, in the North America region.
How does Sunda New Asian make money?
Four revenue lines are on record. Dine-In Restaurant Revenue is the primary driver. The others are catering Services, private Events and Group Dining and sushi Rolling Classes and Experiential Events.
Who are Sunda New Asian's main competitors?
Direct peers on record are Talde, Nobu, RA Sushi, Blue Sushi Sake Grill and Momotaro. Broad incumbents are P.F. Chang's, Benihana and Din Tai Fung.
Does Sunda New Asian have an API?
No public API is recorded for Sunda New Asian.
What industry is Sunda New Asian in?
Sunda New Asian's product category is Upscale Southeast Asian Restaurants. Its primary akta.pro industry code is THAFACAD, Ethnic & Regional Cuisine Restaurants. Its NAICS code is 722511 and its SIC code is 5810.