diff --git a/Documentation/dev-internal/release.md b/Documentation/dev-internal/release.md
index 890c32dafa1..fb7417252eb 100644
--- a/Documentation/dev-internal/release.md
+++ b/Documentation/dev-internal/release.md
@@ -53,7 +53,7 @@ All releases version numbers follow the format of [semantic versioning 2.0.0](ht
 Run release script in root directory:
 
 ```
-./scripts/release.sh ${VERSION}
+TAG=gcr.io/etcd-development/etcd ./scripts/release.sh ${VERSION}
 ```
 
 It generates all release binaries and images under directory ./release.
@@ -90,13 +90,41 @@ The public key for GPG signing can be found at [CoreOS Application Signing Key](
 - Select whether it is a pre-release.
 - Publish the release!
 
+## Publish docker image in gcr.io
+
+- Push docker image:
+
+```
+gcloud docker -- login -u _json_key -p "$(cat /etc/gcp-key-etcd.json)" https://gcr.io
+
+for TARGET_ARCH in "-arm64" "-ppc64le" ""; do
+  gcloud docker -- push gcr.io/etcd-development/etcd:${VERSION}${TARGET_ARCH}
+done
+```
+
+- Add `latest` tag to the new image on [gcr.io](https://console.cloud.google.com/gcr/images/etcd-development/GLOBAL/etcd?project=etcd-development&authuser=1) if this is a stable release.
+
 ## Publish docker image in Quay.io
 
+- Build docker images with quay.io:
+
+```
+for TARGET_ARCH in "amd64" "arm64" "ppc64le"; do
+  TAG=quay.io/coreos/etcd GOARCH=${TARGET_ARCH} \
+    BINARYDIR=release/etcd-${VERSION}-linux-${TARGET_ARCH} \
+    BUILDDIR=release \
+    ./scripts/build-docker ${VERSION}
+done
+```
+
 - Push docker image:
 
 ```
 docker login quay.io
-docker push quay.io/coreos/etcd:${VERSION}
+
+for TARGET_ARCH in "-arm64" "-ppc64le" ""; do
+  docker push quay.io/coreos/etcd:${VERSION}${TARGET_ARCH}
+done
 ```
 
 - Add `latest` tag to the new image on [quay.io](https://quay.io/repository/coreos/etcd?tag=latest&tab=tags) if this is a stable release.
diff --git a/Documentation/op-guide/container.md b/Documentation/op-guide/container.md
index bed9c08f28e..586501b653c 100644
--- a/Documentation/op-guide/container.md
+++ b/Documentation/op-guide/container.md
@@ -79,11 +79,15 @@ export NODE1=192.168.1.21
 Run the latest version of etcd:
 
 ```
+REGISTRY=quay.io/coreos/etcd
+# available from v3.2.5
+REGISTRY=gcr.io/etcd-development/etcd
+
 docker run \
   -p 2379:2379 \
   -p 2380:2380 \
   --volume=${DATA_DIR}:/etcd-data \
-  --name etcd quay.io/coreos/etcd:latest \
+  --name etcd ${REGISTRY}:latest \
   /usr/local/bin/etcd \
   --data-dir=/etcd-data --name node1 \
   --initial-advertise-peer-urls http://${NODE1}:2380 --listen-peer-urls http://${NODE1}:2380 \
@@ -100,6 +104,10 @@ etcdctl --endpoints=http://${NODE1}:2379 member list
 ### Running a 3 node etcd cluster
 
 ```
+REGISTRY=quay.io/coreos/etcd
+# available from v3.2.5
+REGISTRY=gcr.io/etcd-development/etcd
+
 # For each machine
 ETCD_VERSION=latest
 TOKEN=my-etcd-token
@@ -120,7 +128,7 @@ docker run \
   -p 2379:2379 \
   -p 2380:2380 \
   --volume=${DATA_DIR}:/etcd-data \
-  --name etcd quay.io/coreos/etcd:${ETCD_VERSION} \
+  --name etcd ${REGISTRY}:${ETCD_VERSION} \
   /usr/local/bin/etcd \
   --data-dir=/etcd-data --name ${THIS_NAME} \
   --initial-advertise-peer-urls http://${THIS_IP}:2380 --listen-peer-urls http://${THIS_IP}:2380 \
@@ -135,7 +143,7 @@ docker run \
   -p 2379:2379 \
   -p 2380:2380 \
   --volume=${DATA_DIR}:/etcd-data \
-  --name etcd quay.io/coreos/etcd:${ETCD_VERSION} \
+  --name etcd ${REGISTRY}:${ETCD_VERSION} \
   /usr/local/bin/etcd \
   --data-dir=/etcd-data --name ${THIS_NAME} \
   --initial-advertise-peer-urls http://${THIS_IP}:2380 --listen-peer-urls http://${THIS_IP}:2380 \
@@ -150,7 +158,7 @@ docker run \
   -p 2379:2379 \
   -p 2380:2380 \
   --volume=${DATA_DIR}:/etcd-data \
-  --name etcd quay.io/coreos/etcd:${ETCD_VERSION} \
+  --name etcd ${REGISTRY}:${ETCD_VERSION} \
   /usr/local/bin/etcd \
   --data-dir=/etcd-data --name ${THIS_NAME} \
   --initial-advertise-peer-urls http://${THIS_IP}:2380 --listen-peer-urls http://${THIS_IP}:2380 \
@@ -173,11 +181,17 @@ To provision a 3 node etcd cluster on bare-metal, the examples in the [baremetal
 
 The etcd release container does not include default root certificates. To use HTTPS with certificates trusted by a root authority (e.g., for discovery), mount a certificate directory into the etcd container:
 
+```
+REGISTRY=quay.io/coreos/etcd
+# available from v3.2.5
+REGISTRY=gcr.io/etcd-development/etcd
+```
+
 ```
 rkt run \
   --volume etcd-ssl-certs-bundle,kind=host,source=/etc/ssl/certs/ca-certificates.crt \
   --mount volume=etcd-ssl-certs-bundle,target=/etc/ssl/certs/ca-certificates.crt \
-  quay.io/coreos/etcd:latest -- --name my-name \
+  ${REGISTRY}:latest -- --name my-name \
   --initial-advertise-peer-urls http://localhost:2380 --listen-peer-urls http://localhost:2380 \
   --advertise-client-urls http://localhost:2379 --listen-client-urls http://localhost:2379 \
   --discovery https://discovery.etcd.io/c11fbcdc16972e45253491a24fcf45e1
@@ -188,7 +202,7 @@ docker run \
   -p 2379:2379 \
   -p 2380:2380 \
   --volume=/etc/ssl/certs/ca-certificates.crt:/etc/ssl/certs/ca-certificates.crt \
-  quay.io/coreos/etcd:latest \
+  ${REGISTRY}:latest \
   /usr/local/bin/etcd --name my-name \
   --initial-advertise-peer-urls http://localhost:2380 --listen-peer-urls http://localhost:2380 \
   --advertise-client-urls http://localhost:2379 --listen-client-urls http://localhost:2379 \