Once the dough has risen, turn it out onto a lightly floured surface. Roll or stretch the dough into a rectangle, about 14 inches by 20 inches.
Brush the melted coconut oil evenly over the surface. Sprinkle the cinnamon-sugar mixture all over, making sure to cover the entire surface.
Scatter the chopped chocolate or mini chocolate chips evenly on top.
Starting from the long side, gently but tightly roll the dough up. Place the seam side down.
Using a sharp knife, slice the dough into 12 even rolls. Place them in a prepared baking dish, spaced evenly.
Cover the rolls with plastic wrap or a damp cloth, and let them rise again for about 30-45 minutes, until doubled in size.
Preheat your oven to 350°F while the rolls are rising.
Once the rolls have risen, remove the plastic wrap and bake for 22-27 minutes, or until the center of the rolls is firm and springs back when touched.
Remove from the oven and allow them to cool for 15-20 minutes.