Prepare the Marinade:
In a medium bowl, whisk together the olive oil, lime juice, minced garlic, smoked paprika, chili powder, cumin, oregano, onion powder, cayenne pepper, salt, and black pepper. Add honey or brown sugar if using, and mix well. Stir in the chopped cilantro if desired.
Marinate the Chicken:
Place 4-6 chicken breasts or thighs in a large resealable plastic bag or shallow dish. Pour the marinade over the chicken, making sure it’s evenly coated. Seal the bag or cover the dish and refrigerate for at least 1 hour, or ideally 4-6 hours (or overnight) for maximum flavor.
Grill the Chicken:
Preheat your grill to medium-high heat (about 375°F-400°F). Remove the chicken from the marinade, letting any excess drip off.
Grill the chicken for 6-8 minutes per side, or until the internal temperature reaches 165°F and the chicken is nicely charred and cooked through.
Serve:
Let the chicken rest for 5 minutes before slicing or serving. Garnish with fresh cilantro and lime wedges if desired.