diff --git a/apps/establishment/models.py b/apps/establishment/models.py
index 698feeed..6e37370c 100644
--- a/apps/establishment/models.py
+++ b/apps/establishment/models.py
@@ -122,7 +122,7 @@ class EstablishmentQuerySet(models.QuerySet):
     def with_base_related(self):
         """Return qs with related objects."""
         return self.select_related('address', 'establishment_type'). \
-            prefetch_related('tags', 'tags__translation')
+            prefetch_related('tags', 'tags__translation').with_main_image()
 
     def with_schedule(self):
         """Return qs with related schedule."""
@@ -506,6 +506,13 @@ class EstablishmentQuerySet(models.QuerySet):
                      to_attr=attr_name)
         )
 
+    def with_main_image(self):
+        return self.prefetch_related(
+            models.Prefetch('establishment_gallery',
+                            queryset=EstablishmentGallery.objects.main_image(),
+                            to_attr='main_image')
+        )
+
 
 class Establishment(GalleryMixin, ProjectBaseMixin, URLImageMixin,
                     TranslatedFieldsMixin, HasTagsMixin, FavoritesMixin):
@@ -772,7 +779,8 @@ class Establishment(GalleryMixin, ProjectBaseMixin, URLImageMixin,
         return self.products.wines()
 
     @property
-    def main_image(self):
+    def _main_image(self):
+        """Please consider using prefetched query_set instead due to API performance issues"""
         qs = self.establishment_gallery.main_image()
         image_model = qs.first()
         if image_model is not None:
diff --git a/apps/establishment/serializers/common.py b/apps/establishment/serializers/common.py
index 9ce576e5..473a2b35 100644
--- a/apps/establishment/serializers/common.py
+++ b/apps/establishment/serializers/common.py
@@ -1,4 +1,7 @@
 """Establishment serializers."""
+import logging
+
+from django.conf import settings
 from django.utils.translation import ugettext_lazy as _
 from phonenumber_field.phonenumber import to_python as str_to_phonenumber
 from rest_framework import serializers
@@ -19,6 +22,7 @@ from utils.serializers import ImageBaseSerializer, CarouselCreateSerializer
 from utils.serializers import (ProjectModelSerializer, TranslatedField,
                                FavoritesCreateSerializer)
 
+logger = logging.getLogger(__name__)
 
 class ContactPhonesSerializer(serializers.ModelSerializer):
     """Contact phone serializer"""
@@ -319,16 +323,46 @@ class EstablishmentBaseSerializer(ProjectModelSerializer):
     currency = CurrencySerializer()
     type = EstablishmentTypeBaseSerializer(source='establishment_type', read_only=True)
     subtypes = EstablishmentSubTypeBaseSerializer(many=True, source='establishment_subtypes')
-    image = serializers.URLField(source='image_url', read_only=True)
+    image = serializers.SerializerMethodField(read_only=True)
     wine_regions = EstablishmentWineRegionBaseSerializer(many=True, source='wine_origins_unique',
                                                          read_only=True, allow_null=True)
     preview_image = serializers.URLField(source='preview_image_url',
                                          allow_null=True,
                                          read_only=True)
     tz = serializers.CharField(read_only=True, source='timezone_as_str')
-    new_image = ImageBaseSerializer(source='crop_main_image', allow_null=True, read_only=True)
+    new_image = serializers.SerializerMethodField(allow_null=True, read_only=True)
     distillery_type = TagBaseSerializer(read_only=True, many=True, allow_null=True)
 
+    def get_image(self, obj):
+        if obj.main_image:
+            return obj.main_image[0].image.image.url if len(obj.main_image) else None
+        logging.info('Possibly not optimal image reading')
+        return obj._main_image  # backwards compatibility
+
+    def get_new_image(self, obj):
+        if hasattr(self, 'main_image') and hasattr(self, '_meta'):
+            if obj.main_image and len(obj.main_image):
+                main_image = obj.main_image[0].image
+            else:
+                logging.info('Possibly not optimal image reading')
+                main_image = obj._main_image
+            if main_image:
+                image = main_image
+                image_property = {
+                    'id': image.id,
+                    'title': image.title,
+                    'original_url': image.image.url,
+                    'orientation_display': image.get_orientation_display(),
+                    'auto_crop_images': {},
+                }
+                crop_parameters = [p for p in settings.SORL_THUMBNAIL_ALIASES
+                                   if p.startswith(self._meta.model_name.lower())]
+                for crop in crop_parameters:
+                    image_property['auto_crop_images'].update(
+                        {crop: image.get_image_url(crop)}
+                    )
+                return image_property
+
     class Meta:
         """Meta class."""
 
diff --git a/apps/utils/models.py b/apps/utils/models.py
index e3faed4e..b7a2be49 100644
--- a/apps/utils/models.py
+++ b/apps/utils/models.py
@@ -221,7 +221,7 @@ class SORLImageMixin(models.Model):
         """Get image thumbnail url."""
         crop_image = self.get_image(thumbnail_key)
         if hasattr(crop_image, 'url'):
-            return self.get_image(thumbnail_key).url
+            return crop_image.url
 
     def image_tag(self):
         """Admin preview tag."""