Combine all dry ingredients in a bowl. Brush rib roast with olive oil. Sprinkle rib roast liberally with kosher salt and ground black pepper. Rub 4 Tbsps. of coffee rub over top surface of roast.
Place roast into 325° oven and roast to desired internal temperature.130° recommended for medium rare. Remove roast from oven and let rest for 15 minutes before slicing