This research investigated the influence of freezing/thawing rates on the quality of beef rib primals. Forty ribs were subjected to one of five treatments: control (no freezing), fast freezing/fast thawing (FF), fast freezing/slow thawing (FS), slow freezing/fast thawing (SF), and slow freezing/slow thawing (SS). Ribs were cut, and steaks from the cranial, medial, and caudal locations were assessed for meat quality and ultrastructural changes. Additional steaks from each location underwent a second freezing/thawing cycle and were evaluated similarly. Following the first cycle, FF, FS, SF, and SS samples generally exhibited increased a*, b*, drip loss, tenderness, and ultrastructural degradation than the control (P < 0.05). While no major meat quality differences were found across the four freezing/thawing treatments, the FF and SF had lower drip loss than FS and SS (P < 0.05), signifying the importance of the thawing rate. The second cycle further influenced meat quality by decreasing a* and b*, increasing tenderness and TBARS, and accentuating ultrastructural deterioration (P < 0.05). Variations among sampling locations were detected for most tested parameters, but inconsistent results hindered definitive conclusions. Overall, minor differences in meat quality were detected among the freezing rates tested herein, while fast thawing may alleviate quality deterioration.