Warm a large heavy pot over medium heat with olive oil.

Add the ground beef and cook, breaking it up, letting it brown.

Sprinkle with a pinch of salt.

Stir in onion, bell pepper, and jalapeño and cook until the onion is glossy and tender.

Toss in garlic and cook until fragrant, about 30 seconds.

Sprinkle in chili powder, cumin, smoked paprika, oregano, and black pepper, stirring to bloom the spices.

Pour in crushed tomatoes, diced tomatoes, tomato sauce, and 1 cup beef broth. Add bay leaf, cocoa powder, and brown sugar.

Bring to a gentle simmer, then reduce heat and cook uncovered for 45 to 60 minutes, stirring occasionally and adding more broth if needed.

Taste and adjust salt. Stir in beans if using and simmer an additional 10 minutes.

Finish with apple cider vinegar or lime juice, whisk in masa harina for thickness if desired, and simmer for another 5 minutes.

Let rest for 10 minutes before serving.