Celebrated table

The 10 Cases

Discover how owners Will Palmer and Ian Campbell built a rotating wine list and seasonal French menu around a strict ten case rule.

The story

The 10 Cases: Award Winning French Bistro in Covent Garden

A Refreshing Approach to French Dining

Will Palmer and Ian Campbell opened The 10 Cases in Covent Garden in 2011 to bring a refreshing take on French dining to the neighbourhood. They built the restaurant around a strict ten case limit for every label, ensuring the selection shifts constantly as bottles sell out. This model keeps the French kitchen grounded in accessibility rather than exclusivity. Guests can explore familiar bistro staples alongside seasonal plates that change regularly throughout the year.

Seasonal Plates and Simple Techniques

The kitchen favors straightforward preparations that highlight ingredient quality without unnecessary complexity. Smoked duck breast arrives with rémoulade and candied walnuts, while cod cheeks get a light tempura crust and a smoky vadouvan mayo. Hearty mains like a whole roasted pork T-bone chop are carved tableside and paired with creamy celeriac purée and confit potatoes. These dishes align perfectly with the restaurant’s reputation for reliable, well-priced French cooking.

Intimate Rooms and Rotating Cellars

White walls lined with handwritten blackboards create a relaxed backdrop for small tables bathed in warm lighting. The wine program operates on the same rotating principle as the food menu, with everything poured by the glass or carafe. This approach recently earned a Good Food Guide recognition for making quality selections accessible to everyday diners. Walk-ins can also step into the adjacent Cave à Vin for an expanded cellar featuring over three hundred labels available for retail purchase.

Recognition

Awards & accolades

2026
The Good Food Guide
Good

Details

At a glance

The Good Food Guide 2026 — Good
Cuisines French
Services Bar, Dinner, Lunch, Outdoor Seating, Private Room, Table Service, Takeaway, Vegetarian, Wheelchair Access, Wine Bar

History

On the record

2026
The Good Food Guide — Good

The 10 Cases is so named because owners Will Palmer and Ian Campbell buy just 10 cases of each listed wine on their 23-bin list – all offered by the glass, carafe and bottle (from around £33) – then don’t stock it again when it's all sold. However, this is no spot for cult producer fanciers chasing the rarest Burgundy or for those who just want to glug cheap plonk; it's somewhere for those who want to drink well for not too much money and embrace quality wines slightly outside the norm – we sampled a bottle of 2014 Morgon Les Charmes from Château Grange Cochard, a richer, modern style of Beaujolais. All in all, it’s a crowd puller. The place is also billed as a neighbourhood Bistrot à Vin, with a menu of simple, affordable French classics – perhaps smoked duck breast with rémoulade and candied walnuts or steak frites with peppercorn sauce – all served against a pitch-perfect backdrop of small tables, warm, low lighting and white walls covered with blackboards listing wine and food. We kicked off with a trio of small plates: blistered Padrón peppers hot from the fryer and dusted in rosemary salt; cod cheeks in a light, crisp tempura-style batter sprinkled with chilli and spring onion and served with a sweet, smoky, spicy vadouvan mayo; and a bowl of bacon-rich, creamy rillettes topped with cornichons. Next up, a whole roasted pork T-bone chop (for two to share). This was carved into slices alongside the bone and served with a wonderfully intense meat sauce, light and creamy celeriac purée and two halves of roasted apple – plus two huge slabs of confit-style potatoes layered with roasted onions on the side. To finish? Panna cotta with pistachios, and treacle tart with crème fraîche. Next door is the Cave à Vin wine bar, which is for walk-ins only.

Established

Location

Find us

16 Endell Street, Covent Garden, WC2H 9BD
London, United Kingdom
020 7836 6801
info@10cases.co.uk
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Map showing The 10 Cases