In the bowl of a stand mixer fitted with the paddle attachment, beat 2½ cups (313 grams) flour, granulated sugar, ⅓ cup (25 grams) cocoa, 5 teaspoons (15 grams) salt, and yeast at medium-low speed until well combined.

In a medium saucepan, heat milk and cubed butter over medium heat until butter is melted and an instant-read thermometer registers 120°F (49°C) to 130°F (54°C). Add warm milk mixture to flour mixture; beat at medium-low speed until combined. Beat in food coloring and vanilla. Add eggs; beat for 2 minutes; scrape sides of bowl. With mixer on low speed, gradually add 2¼ cups (281 grams) flour, beating just until a shaggy dough forms; scrape sides of bowl.

Switch to the dough hook attachment. Beat at low speed until a soft dough forms, 6 to 8 minutes; turn dough, and beat for 6 to 8 minutes, stopping to scrape sides of bowl and dough hook; add up to remaining ¼ cup (31 grams) flour, 1 tablespoon (8 grams) at a time, if necessary. (Dough should pass the windowpane test.)

Spray a large bowl with cooking spray. Place dough in bowl, turning to grease top. Cover and refrigerate for 4 hours or up to overnight.

Turn out dough onto a lightly floured surface. Cover and let stand for 30 minutes.

Spray a 9-inch baking pan with baking spray with flour.

In a small bowl, stir together brown sugar, room temperature butter, cinnamon, remaining 3 tablespoons (15 grams) cocoa, and remaining ¾ teaspoon (2.25 grams) salt.

Hit dough with rolling pin to flatten slightly before rolling out. On a lightly floured surface, roll dough into a 19x18- inch rectangle (about 3⁄16 inch thick). Using a small offset spatula, spread sugar mixture onto dough. Starting on one long side, roll up dough, jelly roll style; place seam side down. Gently shape log to 19 inches long and even thickness, if necessary. Using a serrated knife, trim ½ inch off each end wiping between each cut. Cut log into 9 (2-inch-thick) slices. Pinch each slice at the bottom to pop up the center of roll. Place, pinched side down, without touching, in prepared pan. Cover and let rise in a warm, draft-free place (75°F/24°C) until slightly puffed in size, 15 to 20 minutes.

Preheat oven to 350°F (180°C).

Spoon 1 teaspoon (5 grams) warm cream onto each roll. Pour remaining warm cream into bottom of pan.

Bake for 12 minutes. Lightly lay a single sheet of foil on top of rolls, and bake until fragrant and an instant-read thermometer inserted into center roll registers 190°F (88°C), 40 to 45 minutes. Let cool in pan for 20 minutes. Pour Cream Cheese Glaze onto warm rolls. Serve immediately.