In this episode of The Purposeful Strategist, Belden Menkus speaks with Lindsey MacDonald, CEO of Magic Breakfast — a national charity working to ensure children at risk of hunger start the school day with a nutritious breakfast, ready to learn and thrive. What began more than two decades ago with bagels delivered from the boot of a car now supports over 350,000 children and young people across 1,000+ schools in England and Scotland, combining direct provision with advocacy to tackle child morning hunger at scale.
Lindsey explains how Magic Breakfast is navigating a pivotal policy moment, as government moves toward universal school breakfast provision. She reflects on the organisation’s dual role — delivering food while shaping the systems that will ultimately sustain access — and why the “magic” lies not just in nutrition, but in belonging, wellbeing, and school community. From operational innovations like the Magic Menu to the charity’s long-term Nourishing Futures strategy, she shares how the organisation is evolving to meet growing demand without losing focus.
In their conversation, they explore:
• How breakfast provision impacts attainment, wellbeing, and whole-school outcomes.
• The shift from “schools can” to “schools must” — and what it means in practice.
• Why stigma-free, universal access is critical to success.
• How Magic Breakfast is balancing delivery, research, and advocacy.
• What it takes to scale impact while systems — and organisations — evolve.
Magic Breakfast
MenKus & Associates
Supported by Norman Broadbent
Belden Menkus is the Managing Director of Menkus & Associates, a London-based advisory firm working with CEOs and senior teams to align strategy with purpose. Drawing on decades of experience in strategy consulting, leadership, and organisational transformation, he helps mid-sized firms—particularly law firms and membership bodies—tackle complex decisions and unlock long-term value.
Belden hosts The Purposeful Strategist, a podcast exploring how business leaders bring purpose into strategic action. His work is marked by intellectual clarity, a collaborative approach, and a commitment to practical results. A strategic thinker with wide intellectual range, blending business acumen with curiosity and cultural literacy. He brings a distinct mix of consultant, historian, and explorer of ideas.
