Combine first 5 ingredients in a large zip-top bag, and marinate in the refrigerator overnight.
Place beef and marinade in an electric slow cooker; cook on LOW 8 hours or until beef is tender. Place beef on a cutting board (reserve cooking liquid); let stand 10 minutes. Thinly slice beef; place in a shallow dish. Pour cooking liquid over beef.
Slice rolls lengthwise, cutting to, but not through, other side. Hollow out top and bottom halves of rolls, leaving a ¾-inch-thick shell; reserve the torn bread for another use. Arrange about 3 ounces beef and and onions on each roll. Drizzle 1 tbsp cooking liquid over beef and peppers; top with giardiniera, and cheese if desired. Serve with remaining 2 ½ cups cooking liquid for dipping.
