In a large cup, mix the warm milk with 2 tsps of yeast and 2 tsps of sugar. Let stand for 10 minutes.
In a large bowl, sift together the flour, cocoa powder and cinnamon. Mix in the grated piloncillo and nescafe. Stir well to combine.
In the bowl of the stand mixer, add 1/2 of the dry ingredients. After 10 minutes, pour in the activated yeast mixture. Add the eggs, butter and vanilla extract. Starting with the paddle attachment, mix and medium speed for 5 minutes.
Gradually mix in the remaining dry ingredients and continue mixing at medium speed for another 2 minutes.
Switch to the hook attachment. With the mixer running at medium speed, stream in half of the milk remaining. Mix for 5 minutes. If the dough looks dry, stream in a little more milk. If not, continue mixing for 10-15 minutes, stopping now and then to scrape down the sides of the bowl. When the dough is ready, it should be stretchable, tacky, but not sticky. If it too sticky, continue mixing for a few more minutes.
When ready, rub the palms of your hands with cooking oil. The oil will help you handle the dough without it sticking to you. Transfer dough to a into greased bowl and cover with kitchen towel. Place in a warm spot and let rise for 90 minutes or until it doubles in size.
While dough proofs, prepare the topping. Remember that if you want to color the topping for the conchas, you will have to separate into different bowls and add desired food coloring. If paste is too sticky, add a little more flour. If it's too dry, add in a little more shortening or room temperature butter. Cover topping with plastic wrap so it doesn't dry out.
When ready, transfer dough to a flat surface and divide into 12 equal parts. Keep dough lightly covered as you work. Take one piece of dough at a time and shape and flatten it into a round disc, about 3 inches across. Use you thumb to gently make a well in the center. To the center add a spoonful of the crushed Mexican chocolate along with some of the dark chocolate chips. Carefully bring up the sides and gently twist to secure the chocolate in the center. Gently form into a ball and place on parchment lined baking sheet. Pat down slightly and rub a light coat of soft shortening onto the surface of concha dough balls.
Divide topping into 12 equal balls. Place ball in a tortilla press lined with plastic. Gently press to form the disc (about 2 1/2 inches across)that will cover the bread. Cover each one with pressed topping. Use a small, sharp knife to score the tops. Don't cut in too deep.
Once all the conchas have there topping an are scored (6 per pan), cover with kitchen towel and let proof or rise for another 45 minutes.
Preheat oven to 350 degrees F. Bake for 15-20 minutes If using two shelves to bake, you may have to rotate the bottom pan up once the top one is done.