Heat milk, vegetable oil, and granulated sugar in a medium saucepan over medium heat until hot but not boiling (about 170-180 degrees).

Pour milk mixture into a bowl and let rest for about 10 minutes. Sprinkle yeast over the top and let sit for 5 minutes.

Add flour and salt to milk mixture and mix on low for 1 minute. Switch to a dough hook attachment and add orange food coloring. Knead on medium speed until smooth, about 6-8 minutes.

Transfer dough to a lightly greased bowl, cover with a towel, and let rise in a warm location for about 1 hour, until doubled in size.

Punch down the risen dough and roll out into a rectangle, about 12×16 inches.

Spread chocolate cinnamon filling over the dough rectangle, all the way to the edges. Sprinkle chocolate chips on top, if using.

Roll the dough lengthwise into a tight log and cut into 12 equal slices (about 1 ¼" thick). Arrange rolls in a greased 9x16 baking pan.

Cover the pan with a towel and let rise in a warm area for about 45 minutes.

Preheat oven to 350 degrees.

Bake rolls for about 20-22 minutes, until cooked through.

Let cinnamon rolls rest for 5 minutes before drizzling with vanilla icing and adding sprinkles, if desired.