When Billy Dec first stepped into the restaurant world, it wasn’t behind a bar or in a kitchen; it was at the coat check. A kid growing up in Chicago, Dec took whatever roles he could to support his family. Summers meant frying eggrolls at street festivals; winters meant working his way through the ranks, from busser to bartender and eventually to manager. It wasn’t long before the rush of hospitality became something more than a job. It became a calling.
That calling eventually led to Sunda, the New Asian concept that’s now brought its vibrant blend of flavors and stories to Tampa under the name Sunda. Hosting a recent What Now Media Group event, the restaurant was more than a backdrop; it was a celebration of the values Dec has built his business on: culture, connection, and community.
“As a Filipino-American, food was always at the heart of family,” Dec tells What Now Tampa in an exclusive interview. “Growing up with a Lola who was always cooking, taking trips to the Philippines, and visiting my dad’s side in Tampa, it shaped everything. I saw how powerful food could be in bringing people together.”
But Dec’s journey hasn’t been without its challenges. As a child, he recalls being bullied for the appearance and aroma of the Filipino dishes he loved. It was a painful experience that could have pushed him away from his roots. Instead, it became a driving force.
“I wanted to fight back against the stigma,” he says. “I wanted to create a place where people could fall in love with these dishes the way I did.”
That vision became reality in Chicago 17 years ago, where Sunda quickly earned a loyal following. From there, it expanded to Nashville, then Tampa, and soon, Detroit. But with growth comes responsibility, and the demand for consistency.
“In hospitality, every day is opening day for someone walking in,” Dec says. “You don’t get a day off. But that’s also what makes it worth it.”
For Dec, the true rewards aren’t just in packed dining rooms or new locations, they’re in the moments. He’s seen couples have their first dates at Sunda, get engaged there, and return with their children years later. He has watched staff members grow from entry-level positions to leadership roles.
“Those relationships are everything,” he says.
Now with Sunda in Tampa, located at 3648 Midtown Drive, Dec is bringing that same spirit to the Gulf Coast. And as he continues to explore new cities and flavors, one thing remains the same: a commitment to meaningful dining experiences.
“We’re so grateful,” he says. “Sunda has become more than a restaurant. It’s a place for stories, for memories, for shared experiences. Whether it’s your first visit or your fiftieth, we want every moment to count.”
