"It was amazing. He was so relaxed."
Several local men kept Mr Armitage company while they waited for medics to arrive just after midnight.
"They even took photos of him on their cellphones and showed him what it looked like.
"Up until then he hadn't seen what it [the injury] was.
"I've been in the game for 30 years and it's definitely the most unusual thing I've seen."
Mr Gray said it was pleasing to know they were able to help.
"I guess no-one was in danger, none of the staff were. It shows just how important community businesses are. When you're 24 hours it's not always for profit. A lot of the time it's service to the community."
Tauranga police said the Tauranga man was sitting in his black Subaru on the side of a Katikati road when he was approached by a woman and two men.
He was punched repeatedly in the face before being struck with an iron bar that became lodged into the side of his head. He had then driven to the service station for help.
The bar was removed at Tauranga Hospital before he was airlifted to Waikato Hospital.
Police returned to the scene yesterday. Detective Sergeant Darryl Brazier said they had not yet spoken with Mr Armitage, who was still in a serious condition in Waikato Hospital's neurosurgical ward last night.
"He clearly didn't understand the seriousness of it at the time, but he had enough intelligence to leave the weapon where it was, which I think probably prevented any further harm," Mr Brazier said.
Police were yet to make any arrest but had already made "very good progress" following positive lines of inquiry. "However, we are still looking for witnesses who may have heard or seen something in the Clive Rd area about midnight on Friday."
Tauranga police were looking for a Maori man of slim build in his early 20s with short black spiky hair.
If you recognise this description or think you might be able to help, please call Tauranga police on (07) 577 4300 or leave anonymous information at 0800 Crimestoppers (0800 555 111).