A car has crashed into the front entrance of a superette at Fashion Island in Papamoa.

A car crashed into the Centamax Superette this afternoon. Photos: Cameron Avery.

Emergency services were called to the scene on Gravatt Rd just before 2pm.

A Subway staff member saw the car crash into the Centamax Superette opposite her work.

'I was just walking around the shop and the car literally just drove up. It just accelerated and went straight into the shop. Glass kept on falling and the guy was stuck in the car.”

The staff member says firefighters, police and St John Ambulance are at the scene now.

A reporter at the scene says a silver hatchback is fully inside the superette.

He says firefighters are working to clear the glass from the scene now.

SunLive understands one person has been taken to hospital.