Stir together 1 3/4 C of the flour, sugar and yeast, set aside

Heat milk, water and shortening until warm

Stir into flour mixture, stir well, then add eggs and beat for 3 minutes, then add salt and stir

Stir in remaining flour 1 cup at a time until you get a soft kinda sticky dough

Knead a few minutes until smooth, then cover and let rest for 20 minutes

On floured surface, roll dough out to 1/2 inch thickness

Smear the butter, all the way to the edges, then sprinkle the cocoa powder on the butter, then sprinkle with a generous amount of sugar. At this point you can also sprinkle with chocolate chips

Roll tightly then cut into 2 inch slices

Arrange not quite touching in an ungreased 9x13 pan, cover with plastic wrap and let rise for 40 to 60 minutes

Bake in preheated 350 oven for about 20 minutes, until set and slightly springy

Invert on to plate right away, and let cool a little before frosting. I recommend a chocolate glaze of powdered sugar, cocoa, vanilla and splash of milk