All ingredients ready? Let's begin!
In a small mixing bowl, whisk together the brown sugar, salt, pepper, paprika, garlic powder, onion powder, coffee, and cayenne.
Remove the tenderloins from the packaging. Trim off the membranous silver skin from the bottom. Rinse the meat under cold running water and pat it completely dry with paper towels.
Using clean hands, coat all sides of the roasts with the dry rub. Place the tenderloins on a rack inserted into a baking sheet, or similar, and allow it to rest for 30 to 40 minutes until it comes to room temperature and the seasoning has adhered.
Preheat your oven to 400°F.
In a large oven-safe, heavy-bottomed skillet, preferably cast-iron, over high heat, warm the oil. Right before it starts to smoke, carefully place the tenderloins in the pan. Without moving the meat, allow it to sear until browned, approximately 3 minutes.
Turn the pork over and continue to sear for a couple of minutes until all surfaces are browned, trying not to move it too much.
Place the skillet with the pork in the preheated oven. Bake for 25 minutes.
Pour 2/3 cup of the BBQ sauce over the pork and continue to bake for an additional 10 to 15 minutes or until the pork registers 145°F when checked with a digital meat thermometer.
Transfer the meat to a cutting board and tent it loosely with foil. Allow it to rest for 10 minutes before slicing into it. Meanwhile, gently warm the remaining 1/3 cup of BBQ sauce in a small saucepot.
Slice the pork into 1/2-inch thick portions.
Place these on a serving platter. Spoon the warmed BBQ sauce over the sliced pork. Serve while warm with your favorite sides.