In 3 1/2- to 4-quart slow cooker, place beef roast. Sprinkle seasoning mix (dry) over beef; drizzle with barbecue sauce.
Cover and cook on Low heat setting 8 to 10 hours (chili seasoning will appear black when done).
Remove beef from cooker; place on cutting board. Skim fat from top of juices in cooker. Shred beef, using 2 forks. Stir shredded beef into juices in cooker. To serve, fill each roll with 1/2 cup beef and top with cheese.