Step 1

In the detached bowl of an electric mixer, whisk together water, yeast, and a pinch of sugar. Set aside until mixture is foamy, 5 to 10 minutes.

Step 2

Attach bowl to mixer fitted with the dough-hook attachment. On low speed, add 7 tablespoons melted butter, milk, salt, remaining 3 tablespoons sugar, and eggs. Slowly add enough flour to make a sticky dough. Increase the speed to medium-high and knead until dough is smooth but still sticky, about 5 minutes. Turn dough out onto a lightly floured work surface and knead dough a few times. Brush the inside of a bowl with butter. Place dough in bowl; cover bowl with plastic wrap sprayed with nonstick cooking spray. Set aside in a warm place until doubled in size, about 2 hours.

Step 3

Generously brush a 9-by-13-inch baking pan with butter. Turn dough out onto a floured work surface. Roll into a 12-by-16-inch rectangle. Using a pizza wheel or a sharp knife, cut dough lengthwise into 4 equal strips. Cut dough crosswise into 8 equal sections. You will have 32 rectangles. Brush dough generously with remaining 3 tablespoons melted butter. Fold each rectangle in half, and place in prepared baking pan, overlapping slightly, 8 across, and 4 down. Brush tops with remaining 3 tablespoons melted butter. Cover pan with buttered plastic wrap. Set aside to rise until dough does not spring back when pressed with a finger, 25 to 30 minutes.

Step 4

Heat oven to 350 degrees. Bake until golden, 35 to 40 minutes. Cool for at least 5 minutes before turning out of pan.