Add lukewarm water to a large bowl or the bowl of a stand mixer fitted with the kneading hook.

Add the yeast and ½ teaspoon of the sugar. Let stand 5 minutes, then add the remaining sugar, salt and vegetable oil. Mix briefly to combine.

Add the flour, one cup at a time, mixing between additions. When all the flour has been added, continue mixing for a 3-4 minutes, to develop the dough.

The dough may be quite wet and sticky. That's fine. It will tighten up as it rests and you can add additional flour later, if needed.

If using a mixer, remove the kneading hook and cover the top of the bowl with a clean tea towel. Let stand 15 minutes.

Remove dough to a floured work surface. Knead dough a couple of minutes, adding additional flour as needed, only if the dough is sticking to your hands or the work surface.

Divide dough into 4 equal pieces.

Form each piece of dough into a ball, cover with a clean tea towel and let rest 15 minutes.

Roll each piece of dough into an 8x8-inch square. Starting with the edge closest to you, tightly roll the dough up, jelly-roll style and pinch the seam together.

Using your palms, roll the dough log on a work surface, gently and evenly stretching it out longer, until it is 11 to 12-inch long.

Remove the dough to a large, un-greased baking sheet.

Brush the top of the rolls with water, cover and let rise 20-30 minutes, until puffy.

As the rolls are rising, preheat the oven to 375F.

Brush the dough with water again and sprinkle with any toppings at this point (seeds, cheese, dried herbs etc.).

Bake 18-22 minutes, or until deep golden.

Remove from the oven and immediately transfer to a cooling rack to cool completely.

Wrap and store at room temperature or in the fridge, to extend the freshness time. For longer storage, wrap well and freeze for up to 3 months.