Season the beef with the black pepper and garlic powder and place into a 3-quart shallow baking dish. Stir the picante sauce, brown sugar and Worcestershire in a small bowl. Spread the picante sauce mixture over the beef. Cover the dish and refrigerate overnight.
Bake, covered, at 300 degrees F for 4 1/2 hours or until the beef is fork-tender. Slice or shred the beef. Divide the beef and sauce among the rolls.