The store owner, his wife, two employees and a customer were in the bakery on Bhattay Street, when the incident occurred around 4pm.
“Three men walked in the store and wanted to buy air time,” said Benoni SAPS cluster spokesperson Sgt Constance Moalusi.
“He (the owner) told them that he doesn’t have air time.
“The men pulled out firearms and went behind the counter demanding money from the complainant.”
Moalusi said the owner was assaulted and everyone in the shop was searched.
Four cellphones and R400 was stolen.
The customer’s car keys were taken, but the men fled on foot.
A case of business robbery has been opened.
No arrests have been made.