diff --git a/.ci/publish-images.sh b/.ci/publish-images.sh
index b1f40536e..59f344597 100755
--- a/.ci/publish-images.sh
+++ b/.ci/publish-images.sh
@@ -18,17 +18,11 @@ if [ "${DOCKER_PASSWORD}x" != "x" -a "${DOCKER_USERNAME}x" != "x" ]; then
     echo "$DOCKER_PASSWORD" | docker login -u "$DOCKER_USERNAME" --password-stdin
 fi
 
-echo "Building image ${BUILD_IMAGE}"
-make install-tools build docker BUILD_IMAGE="${BUILD_IMAGE}"
-
-# see https://github.com/jaegertracing/jaeger-operator/issues/555
-echo "Pushing image ${BUILD_IMAGE}"
-docker push "${BUILD_IMAGE}"
+IMAGE_TAGS="--tag ${BUILD_IMAGE}"
 
 if [ "${MAJOR_MINOR}x" != "x" ]; then
     MAJOR_MINOR_IMAGE="${BASE_BUILD_IMAGE}:${MAJOR_MINOR}"
-    docker tag "${BUILD_IMAGE}" "${MAJOR_MINOR_IMAGE}"
-    docker push "${MAJOR_MINOR_IMAGE}"
+    IMAGE_TAGS="${IMAGE_TAGS} --tag ${MAJOR_MINOR_IMAGE}"
 fi
 
 ## now, push to quay.io
@@ -37,14 +31,12 @@ if [ "${QUAY_PASSWORD}x" != "x" -a "${QUAY_USERNAME}x" != "x" ]; then
     echo "${QUAY_PASSWORD}" | docker login -u "${QUAY_USERNAME}" quay.io --password-stdin
 
     echo "Tagging ${BUILD_IMAGE} as quay.io/${BUILD_IMAGE}"
-    docker tag "${BUILD_IMAGE}" "quay.io/${BUILD_IMAGE}"
-
-    echo "Pushing 'quay.io/${BUILD_IMAGE}'"
-    docker push "quay.io/${BUILD_IMAGE}"
+    IMAGE_TAGS="${IMAGE_TAGS} --tag quay.io/${BUILD_IMAGE}"
 
     if [ "${MAJOR_MINOR_IMAGE}x" != "x" ]; then
-        echo "Pushing 'quay.io/${MAJOR_MINOR_IMAGE}' to quay.io"
-        docker tag "${MAJOR_MINOR_IMAGE}" "quay.io/${MAJOR_MINOR_IMAGE}"
-        docker push "quay.io/${MAJOR_MINOR_IMAGE}"
+        IMAGE_TAGS="${IMAGE_TAGS} --tag quay.io/${MAJOR_MINOR_IMAGE}"
     fi
 fi
+
+echo "Building with tags ${IMAGE_TAGS}"
+docker buildx build --push --build-arg=GOPROXY=${GOPROXY} --platform=linux/amd64,linux/arm64 ${IMAGE_TAGS} --file build/Dockerfile .
diff --git a/.github/workflows/publish-images.yaml b/.github/workflows/publish-images.yaml
index 2a2f68339..e73cf864d 100644
--- a/.github/workflows/publish-images.yaml
+++ b/.github/workflows/publish-images.yaml
@@ -8,10 +8,9 @@ jobs:
   publish:
     runs-on: ubuntu-latest
     steps:
-    - uses: actions/setup-go@v1
-      with:
-        go-version: '1.14.4'
     - uses: actions/checkout@v1
+    - uses: docker/setup-qemu-action@v1
+    - uses: docker/setup-buildx-action@v1
     - name: "publishes the images"
       env:
         DOCKER_USERNAME: ${{ secrets.DOCKER_USERNAME }}
diff --git a/CONTRIBUTING.md b/CONTRIBUTING.md
index 6d8fe3b2e..75122c7cb 100644
--- a/CONTRIBUTING.md
+++ b/CONTRIBUTING.md
@@ -175,3 +175,37 @@ If you face issues like the one below, make sure you don't have any Jaeger insta
 ...
 ```
 
+#### Building [OCI Images](https://github.com/opencontainers/image-spec/blob/master/spec.md) for multiple arch (linux/arm64, linux/amd64)
+
+OCI images could be built and published by [buildx](https://github.com/docker/buildx), it could be executed for local test via:
+
+```
+$ OPERATOR_VERSION=devel ./.ci/publish-images.sh
+```
+
+more arch support only need to change `--platform=linux/amd64,linux/arm64`
+
+if we want to execute this in local env, need to setup buildx:
+
+1. install docker cli plugin
+
+```
+$ export DOCKER_BUILDKIT=1
+$ docker build --platform=local -o . git://github.com/docker/buildx
+$ mkdir -p ~/.docker/cli-plugins
+$ mv buildx ~/.docker/cli-plugins/docker-buildx
+```
+(via https://github.com/docker/buildx#with-buildx-or-docker-1903)
+
+2. install qemu for multi arch
+
+```
+$ docker run --privileged --rm tonistiigi/binfmt --install all
+```
+(via https://github.com/docker/buildx#building-multi-platform-images)
+
+3. create a builder
+
+```
+$ docker buildx create --use --name builder
+```
\ No newline at end of file
diff --git a/Makefile b/Makefile
index 8600ce0b5..a1606d6a2 100644
--- a/Makefile
+++ b/Makefile
@@ -1,5 +1,5 @@
 VERSION_DATE ?= $(shell date -u +'%Y-%m-%dT%H:%M:%SZ')
-GO_FLAGS ?= GOOS=linux GOARCH=amd64 CGO_ENABLED=0 GO111MODULE=on
+GO_FLAGS ?= GOOS=$(go env GOOS) GOARCH=$(go env GOARCH) CGO_ENABLED=0 GO111MODULE=on
 KUBERNETES_CONFIG ?= "$(HOME)/.kube/config"
 WATCH_NAMESPACE ?= ""
 BIN_DIR ?= "build/_output/bin"
@@ -63,6 +63,10 @@ security:
 
 .PHONY: build
 build: format
+	$(MAKE) gobuild
+
+.PHONY: gobuild
+gobuild:
 	@echo Building...
 	@${GO_FLAGS} go build -o $(OUTPUT_BINARY) -ldflags $(LD_FLAGS)
 # compile the tests without running them
@@ -70,7 +74,7 @@ build: format
 
 .PHONY: docker
 docker:
-	@[ ! -z "$(PIPELINE)" ] || docker build --file build/Dockerfile -t "$(BUILD_IMAGE)" .
+	@[ ! -z "$(PIPELINE)" ] || docker build --build-arg=GOPROXY=${GOPROXY} --file build/Dockerfile -t "$(BUILD_IMAGE)" .
 
 .PHONY: push
 push:
diff --git a/build/Dockerfile b/build/Dockerfile
index 3577626a0..bd0a50616 100644
--- a/build/Dockerfile
+++ b/build/Dockerfile
@@ -1,3 +1,12 @@
+FROM golang:1.14 as builder
+
+ARG GOPROXY
+ENV GOPROXY=${GOPROXY}
+
+COPY . /go/src/github.com/jaegertracing/jaeger-operator/
+WORKDIR /go/src/github.com/jaegertracing/jaeger-operator
+RUN make gobuild
+
 FROM registry.access.redhat.com/ubi8/ubi
 
 ENV OPERATOR=/usr/local/bin/jaeger-operator \
@@ -13,10 +22,10 @@ RUN INSTALL_PKGS=" \
     mkdir /tmp/_working_dir && \
     chmod og+w /tmp/_working_dir
 
-COPY scripts/* /scripts/
+COPY --from=builder /go/src/github.com/jaegertracing/jaeger-operator/scripts/* /scripts/
 
 # install operator binary
-COPY build/_output/bin/jaeger-operator ${OPERATOR}
+COPY --from=builder /go/src/github.com/jaegertracing/jaeger-operator/build/_output/bin/jaeger-operator ${OPERATOR}
 
 ENTRYPOINT ["/usr/local/bin/jaeger-operator"]