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Preheat oven to 325°F.
Pat the chuck roast dry. Optional but recommended: season lightly with a little salt and pepper on all sides.
In a medium bowl, whisk together the beef broth, chipotle peppers + adobo sauce, tomato paste, tomato sauce / puréed tomatoes, lime juice, honey, olive oil, garlic, onion, cumin, smoked paprika, oregano, chili powder, salt, cinnamon, and soy sauce.
Stir in the ¼ cup chocolate (it’ll melt fully in the oven).
Place the roast in a Dutch oven. Pour the sauce overtop and flip the roast a few times so it’s coated.
Cover with a lid and bake for 3 ½–4 hours, until the meat shreds easily.
At the 3 ½ hour mark, pull it out and try shredding with two forks. If it doesn’t shred easily, return it to the oven for 30–60 minutes more.
Shred the beef directly in the pot and toss it through the juices.
Optional but highly recommended for crispy bits
Spread shredded beef on a sheet pan
Spoon a little of the cooking liquid overtop
Broil on high for 3–5 minutes until crispy on the edges
Toss again with more juices
Serve in tacos, burrito bowls, nachos, or over rice. Finish with your garnishes.