I've only dev'd contact sheets in coffee. I decided I should use instant for easy handling and precise measuring. Not knowing if it would work, and not wanting to waste money, I chose the coffee based on my drinking preferences, so I went as dark as possible. If I did it again, or if I were to try it with negatives, I would use the lightest I can find. Coffee will stain! It's quite a nice stain, but, especially for negs I think you'd want as light a stain as possible.
By the way, as long as you're doing this, try it with paper too. I think the stain is very attractive--kind of like sepia but smokier. In fact, it might make an interesting toner for prints developed in the normal way.
I used Maxwell House Dark Roast, baking soda and Red Devil lye, roughly 2 tsp:2 tsp:1 tsp in 16 oz water. The baking soda and lye were a substitute for washing soda. Dissolve the baking soda in water thoroughly first, then add the coffee, dissolve, then the lye. The solution will heat up. Optimal dev time was 25 minutes.
However, I think my next kitchen developer project will be Vitamin C.