The source combines coffee with brown sugar, salt and other seasonings for a savory rub. It presents the mixture as a way to explore coffee beyond drinks and desserts, including on foods prepared by grilling or searing.
Instant espresso powder and finely ground roasted coffee are not identical ingredients. One is soluble, while the other contributes particles as well as flavor. When adapting a fully specified recipe, make a deliberate choice rather than assuming any coffee can be substituted without changing the texture.
The retained article does not preserve all of the seasoning quantities, so it should not be treated as a complete measured formula. Start from a reproducible recipe, then judge sweetness, salt and coffee intensity together. Using coffee as one component of a balanced seasoning is more practical than expecting it to improve every savory dish automatically.
The conversation
A good question can make a better brew.