We've use this seasoning in a couple of ways - we sprinkled it on the burgers and then pat it into the meat about an hour before grilling (like we would with many spice rubs); we also added it into our mix while making the burgers; we've added it during the cooking process and we've added it at every stage possible to layer in the flavor. So experiment that's half the fun of cooking burgers any way. This backyard burger seasoning has a delightful and full taste that will leave you wondering what that flavor is that you can't quite put your finger (or taste buds on).