Coffee Crusted Roast Beef Tenderloin

Another recipe from Class 58's graduation.
(Serves 12)

1 4-lb. beef tenderloin roast
¼ cup finely ground coffee
¼ cup light brown sugar
2 Tbsp Kosher Salt
1 Tbsp Black Pepper
2 Tbsp chili powder
2 Tbsp paprika
2 Tbsp rubbed sage
1 Tbsp onion powder
1 tsp cayenne pepper

Preheat oven to 400. Trim and tie tenderloin. Combine dry ingredients. Rub half over entire surface of the roast, covering generously. Let meat rest 15 minutes and then rub with remaining mixture. Place meat in roasting pan and roast on center shelf until the internal temperature reaches 135º F (for medium rare). Remove roast from oven, cover loosely with aluminum foil and let rest for 10 minutes. Cut into ¼-inch slices and serve immediately.