Staff at an Auckland supermarket were ordered on to the ground and threatened with a gun, knives and a baseball bat just as the World Cup final got under way.
Three masked men entered the Countdown supermarket in Donovan St, Blockhouse Bay, about 9.15pm on Sunday.
One was armed with a pistol, one had two knives and the other wielded a baseball bat.
No one was injured during the robbery but everyone was left traumatised by the ordeal, Detective Victoria Williams of Avondale said.
She could not say how much money was taken.