A man, brandishing the weapon, and captured on CCTV, entered the Manilla Road premises at 6.50pm, demanding money and property from the workers.

He threatened the employees and ran from the store with cash and cigarettes.

The man is described as Caucasian in appearance,175cm-180cm tall, with a medium build, and was wearing a dark grey hooded jumper with a motif, black tracksuit pants, and socks with no shoes.

Store owner Nick Summers is "confident police will make an arrest", but was left "very disappointed" that his staff members, one of whom was just 17, had to endure the ordeal.

Mr Summers plastered an image of the alleged offender on several social media pages on Monday morning.

"The police were fairly confident of finding him, and are already following a few leads," he said.

"We have also had several people contact us on social media who believe they can recognise what they can see of his face."

"At the end of the day money and stock are replaceable, but staff safety is the top priority, and we will be improving procedures and security to make it safer for staff."

Anyone with information about this incident is urged to call Tamworth Police Station on 6768 2999; or contact Crime Stoppers on 1800 333 000 or nsw.crimestoppers.com.au