New Dunkin' Brands Group (DNKN - Get Report) CEO David Hoffmann has a treat for customers: reasonable prices. 

Hoffmann tells TheStreet he is holding the line on prices despite inflation around hourly wages and food. The move may help Dunkin' fend off McDonald's (MCD - Get Report) , which is fresh off a round of menu price increases.

Dunkin' delivered a better than expected second quarter on Thursday, spurred by deals in breakfast sandwiches and drinks. But, it slightly cut its full year profit forecast amid investments in new technology and other projects.