In the bowl of a stand mixer, combine the warm milk, 1 tablespoon of sugar (1), and the active dry yeast. Stir gently and let the mixture sit for about 10 minutes, until it turns foamy and bubbly — a sure sign the yeast is alive and active.
Add half of the flour and the remaining 1/4 cup of sugar (2) to the bowl. Using the dough hook attachment, mix on low speed until the ingredients begin to come together into a shaggy dough.
Sprinkle in the salt and add the remaining flour. Continue mixing until the dough starts to form. Gradually add the softened butter, a few pieces at a time, with the mixer running on medium speed. Knead for 8 to 10 minutes, until the dough becomes smooth, elastic, and pulls cleanly away from the sides of the bowl.
Turn the dough out onto a lightly floured surface and knead gently by hand a few times. Place it into a lightly greased bowl, cover with plastic wrap, and let it rise in a warm, draft-free area for about 1 hour, or until doubled in size.
Dust your work surface, rolling pin, and dough lightly with flour. Roll the dough into a rectangle approximately 12 x 18 inches (30 x 45 cm).
Spread the room-temperature chocolate spread evenly over the surface of the dough, reaching all the edges.
Fold the dough into thirds like a letter: fold the top third down toward the center, then fold the bottom third up over it. Using a sharp knife or pizza cutter, slice the folded dough into 1-inch-wide strips.
Take each strip, twist it gently, and coil it into a loose spiral. You should end up with about 10 to 11 rolls.
Place the shaped rolls into a greased muffin tin. Cover loosely with a kitchen towel and let them rise again for 40 to 60 minutes, or until doubled in size.
Preheat your oven to 350°F (175°C). Bake the rolls for 25 to 30 minutes, or until golden brown and fragrant.
While the rolls are still warm, brush them lightly with maple syrup for a glossy finish and an extra hint of sweetness.