No arrests had been made by yesterday and police had not ruled out a link between all three aggravated robberies.
The owner of Maunu Superette, who did not wish to be identified, said a man, wearing a Nike cap and a white cloth wrapped around his face walked into the dairy and ordered him to empty the till while pointing a gun at him.
"He struck me on my shoulder once and threatened a customer who was watching from outside for him not to come inside. All of a sudden he ran from the shop," he said.
His wife and 10-year-old son were also in the shop at the time. The boy fled to the back of the dairy and locked himself and his younger sister inside the living area of the business.
The businessman said he and two customers chased the alleged robber through an alleyway but lost him on First Ave.
He said aggravated robberies of dairies in Whangarei would continue to happen until laws were toughened and robbers were made to do hard labour.
Mr Rogers said eight officers responded to the call for help. One detective spoke to the dairy owner, while seven others scoured surrounding streets, visiting homes and talking to people.
He said photos taken from the surveillance footage were passed on to investigating officers.
Mr Rogers said shop owners should comply with the demands of those who terrorise and rob them rather than put their lives and that of their families in danger by fighting back.