when people say they cook with coffee

[Bayouboy]

Grind it course, sprinkle on meat, roll, and place in frig overnight in a container or ziploc bags.
Sprinkle other seasonings on meat when you are ready to cook.
This works well for me.
I am happy with the coffee, pepper, small amount of garlic powder, and melted butter drizzled over the steak just before taking it off the coals.

[Hornfan]

I will share my secret steak coffee dry rub:

1 part Fresh ground good coffee, not cheap stuff
4 parts brown sugar
2 parts fresh ground black pepper, telicherry pepper if you can get it
1 part cumin
Couple dashes of clove
Couple dashes of cinnamon
2 part Hungarian sweet paprika
1 part onion powder
2 parts garlic powder
And of course sea salt right before cooking

Rub on an hour before cooking. As others said above a little good ground coffee goes a long way. Don't overdo this rub on good meat. Just takes a light cover.

[whompum]

One restaurant I worked in we used fresh ground ecspresso in the lamb burbers, another restaurant where I was a Sous Chef we made a bbq sause that started with 2 pots of coffee reduced by 2/3. and I have made many briskets where I used fresh coffee grounds in my rubs..it gives the meat an awesome flavor. I plan on rubbing my next set of blackbuck ribs with that same rub..