I thought that the flavor mixture would be interesting as I have tried other coffee rubs in the past and they added a richness that was unexpected. This flavor combination goes beyond that. I thought this would only work as a rub to season meat before you cook it, but I sprinkled some on a whim to already cooked barbecue and it just enhanced the flavor so much, this brought out a lot of flavor in the brisket that my wife bought me one weekend, and also brought out the flavor of the ribs she bought to go with it.
This should be proof that it goes with beef and pork very well. Even more unexpected was the fact that you can use it sprinkled on top of already cooked barbecue to add even more flavor. I should mention that the barbecue I had was from a barbecue joint that we enjoy, and it paid very well with their sweet and their spicy barbecue sauce on any of the meats that they had.