Follow these directions and let the meat chill overnight, it really makes a difference in the flavor. For the instant coffee, I used Starbucks Via Packets.
Combine the coffee, orange rind, orange juice, chili powder, salt, and garlic; massage mixture evenly over the roast.
Place roast in a shallow roasting pan; and bake at 475° for 20 minutes, turning after 10 minutes.
Reduce oven temperature to 300° (do not remove roast from oven); bake an additional 30 minutes or until meat thermometer registers 120°.
Remove roast from oven, and place on a cutting board or work surface. Let rest at room temperature for 30 minutes.
Wrap roast in parchment paper, then in plastic wrap, and refrigerate for 8 hours or overnight.
Cut into VERY thin slices for sandwiches.
Aioli Sauce
Mix together ¼ cup mayonnaise, 2 Tablespoons Dijon mustard, 4 teaspoons lemon juice, and 2 Tablespoons extra-virgin olive oil. Spread on rolls or buns and top with the roast beef and some arugula.