London Bistro, The 10 Cases in Covent Garden, is a striking representation of all that is good about first-time restaurateurs.
Rather than sticking to a formula that may have worked for them in the past, or mimicking standard practices from other venues, the brave first-timer has an opportunity to write their own rulebook and to create the kind of place that they’d really like to visit.
Doing just this: Ian Campbell and Will Palmer, the brains behind a beautifully thought out London Bistro – The 10 Cases in Covent Garden – which offers a rare melange of subtle touches that combine to make you actually want to like it.
And like it you will.
A friendly and intimate bistro on the ground floor, with a private dining room below, The 10 Cases offers three courses of classic and unpretentious European fare. The menu changes daily, with ex-Coq D’Argent chef Juette Shallou offering a choice of three starters (think crispy duck salad), three mains (like marinated salmon or roasted topside) and three desserts (from plum tart to a selection of cheeses).
Image: Rachel Palmer
Named after the fact that no more than 10 cases of any one wine will ever be offered at the restaurant (in order to ensure continual variety), it’s the small touches that make this an instant favourite.
The small menu allows the kitchen to prepare nine dishes very well each day, which also simplifies your decision-making process – making for a more enjoyable dining experience all around. Sides are included in the cost of the main courses and there’s only a very small mark up on the price of wine.
In addition there’s no service charge added to bills at the 10 Cases, which given the quality and friendliness of the service appears to be a minor miracle. And finally, for those looking for a more private affair, the private dining room can be reserved without a deposit and with no minimum spend required.
NOTE: The 10 Cases is open Monday-Saturday; closed on Sundays. You can find out more, or book a table right HERE.
The 10 Cases | 16 Endell Street, Covent Garden, London WC2H 9BD
Fancy something a little quirkier? Check out our guide to the most unusual restaurants in London.