 Arriva Southend have also been criticised for running all of their services in the Shoeburyness area via Asda, after they changed the route of Service 1 to run through Asda instead of Elm Road.Arriva Southend has started using an "undercover passenger" scheme to attempt to better understand problems and complaints with the changes they have made to their services, encouraging passengers to participate by offering them a week's free bus travel for rating the services they use.There has been crictism from passengers frequently using Service 29, which was merged with Service 13 to provide a through service from Belfairs to Temple Sutton since 27 March 2011.