I’ve never previously attempted to dry rub a London broil, as I usually marinate it. Tried it, loved it, and am totally sold.

Serves 4–6

• 1 1/2–2 lb (680-910 g) London broil
• 1 Tbsp olive oil

Coffee Rub

• 2 Tbsp instant coffee granules
• 2 Tbsp dark brown sugar
• 2 Tbsp garlic powder
• 2 Tbsp onion powder
• 2 Tbsp smoked paprika
• 1 Tbsp kosher salt
• 1 Tbsp chili powder
• 1 tsp cayenne pepper

Allow meat to come to room temperature for at least 30 minutes. Preheat grill or grill pan over medium-high heat. Combine coffee rub ingredients in a small bowl.

Smear oil over the entire piece of meat. Sprinkle 1–2 Tbsp coffee rub over each side of the meat and rub it in. Allow the meat to absorb the flavor as the grill preheats.

Spray the grill or grill pan with cooking spray. Cook the meat for 6–7 minutes per side, until internal temperature reaches 125–130°F (51–54°C) for medium rare.

Transfer meat to a cutting board. Allow meat to stand for 15 minutes before slicing across the grain. Serve warm or at room temperature.

Store remaining coffee rub in an airtight container for up to six months.