Panera Breads Profits from Sampling

I am currently hooked on Panera Bread's asiago cheese bagels. The flavor is very compelling.

Six months ago, I had never heard of asiago cheese. But, Panera always had samples of their bagels on a table near the door. After I sampled it several times, I tried a bagel, and found myself hooked.

How do you encourage your market to "sample" your products and services? Do you make it easy for prospects to consistently "sample" your offerings, too, until they're "hooked?"