35 Online retail store services featuring virtual goods in the nature of gift cards, digitally generated artwork, clothing, depictions of restaurants and restaurant services, content promoting restaurant services, food, and beverages, for use in online virtual worlds; digital retail store services featuring downloadable and non-downloadable virtual goods in the nature of food items and beverages for use in online virtual worlds; retail store services featuring virtual goods, namely, access tokens for use in online virtual worlds; Conducting an incentive program whereby individuals can earn real world and virtual rewards, including merchandise, food and beverage products, and digitally generated artwork, to promote restaurant services and the sale of food and beverage products; administration of a rewards program featuring virtual rewards that can be redeemed in the real or virtual world to promote restaurant services and the sale of food and beverage products; Provision of an online marketplace for buyers and sellers of downloadable digital gift cards, art images, music, video clips, and virtual goods, authenticated by non-fungible tokens (NFTs)