diff --git a/.github/workflows/build-and-push-image.yml b/.github/workflows/build-and-push-image.yml
index f0303083..0ff149d9 100644
--- a/.github/workflows/build-and-push-image.yml
+++ b/.github/workflows/build-and-push-image.yml
@@ -14,10 +14,11 @@ on:
       - '.github/dependabot.yml'
       - 'docs/**'
 env:
-  QUAY_ORG: opendatahub
-  QUAY_IMG_REPO: model-registry
-  QUAY_USERNAME: ${{ secrets.QUAY_USERNAME }}
-  QUAY_PASSWORD: ${{ secrets.QUAY_PASSWORD }}
+  IMG_ORG: kubeflow
+  IMG_REPO: model-registry
+  IMG: ${{ env.IMG_ORG }}/${{ env.IMG_REPO }}
+  DOCKER_USER: ${{ secrets.DOCKERHUB_USERNAME }}
+  DOCKER_PWD: ${{ secrets.DOCKERHUB_TOKEN }}
   PUSH_IMAGE: true
 jobs:
   build-image:
@@ -50,8 +51,7 @@ jobs:
         if: env.BUILD_CONTEXT == 'main'
         shell: bash
         env:
-          IMG: quay.io/${{ env.QUAY_ORG }}/${{ env.QUAY_IMG_REPO }}
-          BUILD_IMAGE: false
+          BUILD_IMAGE: false # image is already built in "Build and Push Image" step
         run: |
           docker tag ${{ env.IMG }}:$VERSION ${{ env.IMG }}:latest
           # BUILD_IMAGE=false skip the build, just push the tag made above
@@ -60,8 +60,7 @@ jobs:
         if: env.BUILD_CONTEXT == 'main'
         shell: bash
         env:
-          IMG: quay.io/${{ env.QUAY_ORG }}/${{ env.QUAY_IMG_REPO }}
-          BUILD_IMAGE: false
+          BUILD_IMAGE: false # image is already built in "Build and Push Image" step
         run: |
           docker tag ${{ env.IMG }}:$VERSION ${{ env.IMG }}:main
           # BUILD_IMAGE=false skip the build, just push the tag made above
diff --git a/.github/workflows/build-image-pr.yml b/.github/workflows/build-image-pr.yml
index b08a370e..6358d417 100644
--- a/.github/workflows/build-image-pr.yml
+++ b/.github/workflows/build-image-pr.yml
@@ -11,7 +11,9 @@ on:
       - 'docs/**'
       - 'clients/python/**'
 env:
-  QUAY_IMG_REPO: model-registry
+  IMG_ORG: kubeflow
+  IMG_REPO: model-registry
+  IMG: ${{ env.IMG_ORG }}/${{ env.IMG_REPO }}
   PUSH_IMAGE: false
   BRANCH: ${{ github.base_ref }}
 jobs:
@@ -35,17 +37,17 @@ jobs:
         uses: helm/kind-action@v1.9.0
       - name: Load Local Registry Test Image
         env:
-          IMG: "quay.io/opendatahub/model-registry:${{ steps.tags.outputs.tag }}"
+          IMG: "${{ env.IMG }}:${{ steps.tags.outputs.tag }}"
         run: |
           kind load docker-image -n chart-testing ${IMG}
       - name: Create Test Registry
         env:
-          IMG: "quay.io/opendatahub/model-registry:${{ steps.tags.outputs.tag }}"
+          IMG: "${{ env.IMG }}:${{ steps.tags.outputs.tag }}"
         run: |
           echo "Deploying Model Registry using Manifests; branch ${BRANCH}"
           kubectl create namespace kubeflow
           cd manifests/kustomize/overlays/db
-          kustomize edit set image quay.io/opendatahub/model-registry:latest $IMG
+          kustomize edit set image kubeflow/model-registry:latest $IMG
           kubectl apply -k .
       - name: Wait for Test Registry Deployment
         run: |
diff --git a/Makefile b/Makefile
index e248fcdc..f91225e9 100644
--- a/Makefile
+++ b/Makefile
@@ -12,16 +12,20 @@ MLMD_VERSION ?= 1.14.0
 DOCKER ?= docker
 # default Dockerfile
 DOCKERFILE ?= Dockerfile
-# container registry
-IMG_REGISTRY ?= quay.io
+# container registry, default to empty (dockerhub) if not explicitly set
+IMG_REGISTRY ?= 
 # container image organization
-IMG_ORG ?= opendatahub
+IMG_ORG ?= kubeflow
 # container image version
 IMG_VERSION ?= main
 # container image repository
 IMG_REPO ?= model-registry
 # container image
-IMG ?= ${IMG_REGISTRY}/$(IMG_ORG)/$(IMG_REPO)
+ifdef IMG_REGISTRY
+    IMG := ${IMG_REGISTRY}/${IMG_ORG}/${IMG_REPO}
+else
+    IMG := ${IMG_ORG}/${IMG_REPO}
+endif
 
 model-registry: build
 
@@ -190,7 +194,12 @@ proxy: build
 # login to docker
 .PHONY: docker/login
 docker/login:
-	$(DOCKER) login -u "${DOCKER_USER}" -p "${DOCKER_PWD}" "${IMG_REGISTRY}"
+	ifdef IMG_REGISTRY
+		$(DOCKER) login -u "${DOCKER_USER}" -p "${DOCKER_PWD}" "${IMG_REGISTRY}"
+	else
+		$(DOCKER) login -u "${DOCKER_USER}" -p "${DOCKER_PWD}"
+	endif
+
 
 # build docker image
 .PHONY: image/build
diff --git a/manifests/kustomize/base/model-registry-deployment.yaml b/manifests/kustomize/base/model-registry-deployment.yaml
index 7022ee17..206cae4d 100644
--- a/manifests/kustomize/base/model-registry-deployment.yaml
+++ b/manifests/kustomize/base/model-registry-deployment.yaml
@@ -24,7 +24,7 @@ spec:
           command:
             - /model-registry
             - proxy
-          image: quay.io/opendatahub/model-registry:latest
+          image: kubeflow/model-registry:latest
           # empty placeholder environment for patching
           env: []
           ports:
diff --git a/scripts/build_deploy.sh b/scripts/build_deploy.sh
index df610c37..3a3dbf37 100755
--- a/scripts/build_deploy.sh
+++ b/scripts/build_deploy.sh
@@ -2,12 +2,12 @@
 
 set -e
 
-# quay.io credentials
-QUAY_REGISTRY=quay.io
-QUAY_ORG="${QUAY_ORG:-opendatahub}"
-QUAY_IMG_REPO="${QUAY_IMG_REPO:-model-registry}"
-QUAY_USERNAME="${QUAY_USERNAME}"
-QUAY_PASSWORD="${QUAY_PASSWORD}"
+# see Makefile for the IMG_ variables semantic
+IMG_REGISTRY=""
+IMG_ORG="${IMG_ORG:-kubeflow}"
+IMG_REPO="${IMG_REPO:-model-registry}"
+DOCKER_USER="${DOCKER_USER}"
+DOCKER_PWD="${DOCKER_PWD}"
 
 # image version
 HASH="$(git rev-parse --short=7 HEAD)"
@@ -27,15 +27,15 @@ SKIP_IF_EXISTING="${SKIP_IF_EXISTING:-false}"
 # assure docker exists
 docker -v foo >/dev/null 2>&1 || { echo >&2 "::error:: Docker is required.  Aborting."; exit 1; }
 
-# skip if image already existing
-if [[ "${SKIP_IF_EXISTING,,}" == "true" ]]; then
-  TAGS=$(curl --request GET "https://$QUAY_REGISTRY/api/v1/repository/${QUAY_ORG}/${QUAY_IMG_REPO}/tag/?specificTag=${VERSION}")
+# if quay.io, can opt to skip if image already existing
+if [[ "${SKIP_IF_EXISTING,,}" == "true" && "${IMG_REGISTRY,,}" == "quay.io" ]]; then
+  TAGS=$(curl --request GET "https://$IMG_REGISTRY/api/v1/repository/${IMG_ORG}/${IMG_REPO}/tag/?specificTag=${VERSION}")
   LATEST_TAG_HAS_END_TS=$(echo $TAGS | jq .tags - | jq 'sort_by(.start_ts) | reverse' | jq '.[0].end_ts')
   NOT_EMPTY=$(echo ${TAGS} | jq .tags - | jq any)
 
   # Image only exists if there is a tag that does not have "end_ts" (i.e. it is still present).
   if [[ "$NOT_EMPTY" == "true" && $LATEST_TAG_HAS_END_TS == "null" ]]; then
-      echo "::error:: The image ${QUAY_ORG}/${QUAY_IMG_REPO}:${VERSION} already exists"
+      echo "::error:: The image ${IMG_ORG}/${IMG_REPO}:${VERSION} already exists"
       exit 1
   else
       echo "Image does not exist...proceeding with build & push."
@@ -46,9 +46,9 @@ fi
 if [[ "${BUILD_IMAGE,,}" == "true" ]]; then
   echo "Building container image.."
   make \
-    IMG_REGISTRY="${QUAY_REGISTRY}" \
-    IMG_ORG="${QUAY_ORG}" \
-    IMG_REPO="${QUAY_IMG_REPO}" \
+    IMG_REGISTRY="${IMG_REGISTRY}" \
+    IMG_ORG="${IMG_ORG}" \
+    IMG_REPO="${IMG_REPO}" \
     IMG_VERSION="${VERSION}" \
     image/build
 else
@@ -59,12 +59,12 @@ fi
 if [[ "${PUSH_IMAGE,,}" == "true" ]]; then
   echo "Pushing container image.."
   make \
-    IMG_REGISTRY="${QUAY_REGISTRY}" \
-    IMG_ORG="${QUAY_ORG}" \
-    IMG_REPO="${QUAY_IMG_REPO}" \
+    IMG_REGISTRY="${IMG_REGISTRY}" \
+    IMG_ORG="${IMG_ORG}" \
+    IMG_REPO="${IMG_REPO}" \
     IMG_VERSION="${VERSION}" \
-    DOCKER_USER="${QUAY_USERNAME}"\
-    DOCKER_PWD="${QUAY_PASSWORD}" \
+    DOCKER_USER="${DOCKER_USER}"\
+    DOCKER_PWD="${DOCKER_PWD}" \
     docker/login \
     image/push
 else