Add roast to crock pot. Combine remaining ingredients (except bread) in a bowl, stirring until combined. Pour over roast, cover and cook on low for 6-8 hours.
Remove roast from crock pot and slice into thin slices. Return to crock pot, stirring well and cook over low for 20-30 minutes, stirring regularly.
Serve beef and rolls with remaining sauce, or over rice if preferred.