Updated from 12:02 p.m. to include additional analysis from Country Financial in the sixth paragraph.
NEW YORK (TheStreet) –– Apple's (AAPL - Get Report) mobile payments initiative Apply Pay is a success so far, according to Apple CEO Tim Cook, but there's one major place you can't use it just yet: Chipotle (CMG - Get Report) .
On Chipotle's earnings call last night, Chipotle Chief Marketing and Development Officer Mark Crumpacker noted that the company's restaurants aren't quite set up just yet to take Apple Pay.
"Well, we -- right now, we don't have imminent plans to roll out ApplePay support," Crumpacker said on the earnings call. "It's something that we are considering for 2015. There are considerable technological constraints to implementing it just based on the way payments are processed with our system. We are in the process of readying the launch of our new ordering app in November. And when we do a rev of that -- in the middle of next year is our anticipated time -- we might include ApplePay. It's just a little bit too early for us to tell just given that we haven't sorted out all of the back-end issues."
On Apple's earnings call, Apple's Cook noted that Apple Pay was done to make mobile payments much easier for consumers, with the company focusing "on making it elegant and simple and hopefully your trails have proven them. I know I used it over the weekend and it worked fantastically."
Safety and security regarding mobile payments is important for Apple Pay to gain traction, especially at a time when data breaches are increasingly becoming the norm. A new survey from COUNTRY Financial shows that 67% of Americans are increasingly worried about cyberattacks, such as those against Chase and Target and are worried their financial information may wind up in the wrong hands.
Currently, there are over 220,000 stores that take Apple Pay, something which CardHub currently considers a negative for using the service. There are only about 5% of merchants across the U.S. which take Apple Pay, according to CardHub, which may slow adoption initially. However, that count is growing, with retailers such as Sephora, Macy's (M - Get Report) , Disney Store (DIS - Get Report) , Nike (NKE - Get Report) , McDonald's (MCD - Get Report) , Toy's R Us and others accepting Apple's latest offering.Must Read: Starbucks' Pumpkin Spice Frappuccino and 14 More Fatty Drinks It Makes
--Written by Chris Ciaccia in New York
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