Bloom Yeast: Combine warm water, sugar, oil, and yeast. Let sit 10–15 minutes until foamy.
Mix Dough: Stir in salt, eggs, and potato flakes. Add 5 cups flour and knead 8–10 minutes, adding flour ¼ cup at a time until dough is soft, smooth, and slightly tacky.
Rest or Refrigerate: Let dough rest 20–25 minutes to hydrate the bran and potato flakes.
Overnight option: Cover and refrigerate 8–10 hours for a slow rise.
Shape: Roll dough into a rectangle. Spread with softened butter and sprinkle with cinnamon sugar. Roll tightly and cut into 12 rolls.
Rise: If baking immediately, cover and rise 25–30 minutes. If refrigerated overnight, bake straight from the fridge.
Bake: Bake at 375°F for 16–18 minutes, until golden and the internal temp reaches about 190°F.
Frost: Cool slightly and spread with cream cheese frosting.