Equal parts brown sugar and paprika, half as much salt and pepper, plus garlic and onion powder, makes a crowd-pleasing all-purpose rub. Add cayenne to taste for heat.
Tweak per protein
More sugar for pork and ribs; drop the sugar and lean on salt + pepper + paprika for beef. Apply at least 30 minutes (or overnight) before smoking.
FAQ
How much rub per rack of ribs?
About 2-3 tablespoons per side, so roughly 1/3 to 1/2 cup per rack. One batch here coats about two racks.