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PHILADELPHIA (CBS) — A 7-Eleven clerk is critically injured after police say a bold robber opened fire at a Bustleton location in broad daylight Sunday.

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Just before 10 a.m. Philadelphia Police say an armed man walked into the convenience store, stole money out of the register and then shot a 48-year-old man inside.

The incident occurred on the 1900 block of Welsh Road in Northeast Philadelphia.

Relatives and friends identify the man shot as store owner, Bob, who wasn’t suppose to be at the store Sunday morning.

“He’s not usually there Sunday mornings, not that I can remember,” said Ryan Kelly, a regular customer at the 7-Eleven. “He usually stays in the back too, so when something was happening he probably came up to protect his workers. That’s the kind of guy he was.”

Investigators confirm that is what happened.

The suspect was observed walking around the store before approaching a 46-year-old woman cashier.

Authorities say he then pulled out a black handgun and demanded money from the cashier. When she started to struggle opening the register, he went behind the counter and began to assault the woman.

That’s when the store’s owner, Bob, came from the back of the store and was shot at least one time in the chest.

Authorities say the suspect took the cash drawer containing an unknown amount of money and fled eastbound on Welsh Road by foot.

“It’s devastating, to be honest with you probably he was short on employees and he was working himself,” said Nizar Kanawati of Northeast Philadelphia.

Nazir Kanawati owns the laundromat just a few doors down from the 7-Eleven and says unfortunately this isn’t the first time the manager has been robber at the store.

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“You know nobody shot before, just pointing the gun, take the money and leave but this time he got shot,” said Kanawati. “I hope he’s alive, and I hope he leaves 7-Eleven right away because it is not worth it.”

The victim was transported to an area hospital and is listed in critical condition.

All while the store’s regular customers, several of them stopped by shocked, that someone would harm the well known, well liked owner.

“I’m sorry for him and his family and I hope he recovers, I really do,” said Tariq Ali.

Investigators are trying to work fast to get a surveillance image of the suspect.

Police say that the suspect is of dark complexion, about 20 to 30 years old, approximately 6′ tall, 140-160 lbs, and has a beard. He was wearing a grey hooded sweat shirt, black shirt with colorful unknown print, and black, purple and orange basketball shorts.

This is a developing story. Stay with CBS3 and CBSPhilly.com for details.