diff --git a/lib/travis/api/app/helpers/respond_with.rb b/lib/travis/api/app/helpers/respond_with.rb
index cfb1cc44..565f0172 100644
--- a/lib/travis/api/app/helpers/respond_with.rb
+++ b/lib/travis/api/app/helpers/respond_with.rb
@@ -6,8 +6,9 @@ class Travis::Api::App
     # convert (in addition to the return values supported by Sinatra, of
     # course). These values will be encoded in JSON.
     module RespondWith
+      include Accept
+
       def respond_with(resource, options = {})
-        options[:format] ||= env['travis.format']
         result = respond(resource, options)
         result = result ? result.to_json : 404
         halt result
@@ -21,15 +22,24 @@ class Travis::Api::App
       private
 
         def respond(resource, options)
-          responders(resource, options).each do |const|
-            responder = const.new(self, resource, options)
-            resource = responder.apply if responder.apply?
+          resource = apply_service_responder(resource, options)
+
+          acceptable_formats.find do |accept|
+            responders(resource, options).find do |const|
+              responder = const.new(self, resource, options.dup.merge(accept: accept))
+              responder.apply if responder.apply?
+            end
           end
+        end
+
+        def apply_service_responder(resource, options)
+          responder = Responders::Service.new(self, resource, options)
+          resource  = responder.apply if responder.apply?
           resource
         end
 
         def responders(resource, options)
-          [:Service, :Json, :Image, :Xml, :Plain].map do |name|
+          [:Json, :Image, :Xml, :Plain].map do |name|
             Responders.const_get(name)
           end
         end
diff --git a/lib/travis/api/app/middleware/rewrite.rb b/lib/travis/api/app/middleware/rewrite.rb
index 5fb12586..8ac8b9f2 100644
--- a/lib/travis/api/app/middleware/rewrite.rb
+++ b/lib/travis/api/app/middleware/rewrite.rb
@@ -24,6 +24,7 @@ class Travis::Api::App
 
         def extract_format
           env['PATH_INFO'].sub!(FORMAT, '')
+          env['travis.format_from_path'] = $1
           env['travis.format'] = $1 || accept_format
         end
 
diff --git a/lib/travis/api/app/responders/base.rb b/lib/travis/api/app/responders/base.rb
index 14f5df38..9c099cdd 100644
--- a/lib/travis/api/app/responders/base.rb
+++ b/lib/travis/api/app/responders/base.rb
@@ -31,5 +31,19 @@ module Travis::Api::App::Responders
     def headers
       endpoint.headers
     end
+
+    def apply?
+      acceptable_format?
+    end
+
+    def format
+      self.class.name.split('::').last.downcase
+    end
+
+    def acceptable_format?
+      if accept = options[:accept]
+        accept.accepts?(Rack::Mime.mime_type(".#{format}"))
+      end
+    end
   end
 end
diff --git a/lib/travis/api/app/responders/image.rb b/lib/travis/api/app/responders/image.rb
index 2c4c4f69..c75a752f 100644
--- a/lib/travis/api/app/responders/image.rb
+++ b/lib/travis/api/app/responders/image.rb
@@ -1,7 +1,7 @@
 module Travis::Api::App::Responders
   class Image < Base
-    def apply?
-      options[:format] == 'png'
+    def format
+      'png'
     end
 
     def apply
diff --git a/lib/travis/api/app/responders/json.rb b/lib/travis/api/app/responders/json.rb
index 8ad49337..b4c2e2a6 100644
--- a/lib/travis/api/app/responders/json.rb
+++ b/lib/travis/api/app/responders/json.rb
@@ -4,7 +4,7 @@ class Travis::Api::App
       include Helpers::Accept
 
       def apply?
-        options[:format] == 'json' && !resource.is_a?(String) && !resource.nil?
+        super && !resource.is_a?(String) && !resource.nil?
       end
 
       def apply
diff --git a/lib/travis/api/app/responders/plain.rb b/lib/travis/api/app/responders/plain.rb
index c1bc0dfa..2320b1e2 100644
--- a/lib/travis/api/app/responders/plain.rb
+++ b/lib/travis/api/app/responders/plain.rb
@@ -1,12 +1,16 @@
 module Travis::Api::App::Responders
   class Plain < Base
+    def format
+      'txt'
+    end
+
     def apply?
       # make sure that we don't leak anything by processing only Log
       # instances here. I don't want to create entire new API builder just
       # for log's content for now.
       #
       # TODO: think how to handle other formats correctly
-      options[:format] == 'txt' && resource.is_a?(Log)
+      super && resource.is_a?(Log)
     end
 
     def apply
diff --git a/lib/travis/api/app/responders/xml.rb b/lib/travis/api/app/responders/xml.rb
index b6a075a6..7a959a23 100644
--- a/lib/travis/api/app/responders/xml.rb
+++ b/lib/travis/api/app/responders/xml.rb
@@ -15,10 +15,6 @@ module Travis::Api::App::Responders
       started: 'Building'
     }
 
-    def apply?
-      options[:format] == 'xml'
-    end
-
     def apply
       halt TEMPLATE % data
     end
diff --git a/spec/integration/formats_handling_spec.rb b/spec/integration/formats_handling_spec.rb
new file mode 100644
index 00000000..ede76766
--- /dev/null
+++ b/spec/integration/formats_handling_spec.rb
@@ -0,0 +1,27 @@
+require 'spec_helper'
+
+describe 'App' do
+  before do
+    FactoryGirl.create(:test, :number => '3.1', :queue => 'builds.common')
+
+    add_endpoint '/foo' do
+      get '/' do
+        respond_with(Log.first)
+      end
+
+      get '/hash' do
+        respond_with foo: 'bar'
+      end
+    end
+  end
+
+  it 'gives priority to format given the url' do
+    response = get '/foo.txt', {}, 'HTTP_ACCEPT' => 'application/json'
+    response.content_type.should =~ /^text\/plain/
+  end
+
+  it 'responds with first available type' do
+    response = get '/foo', {}, 'HTTP_ACCEPT' => 'image/jpeg, application/json'
+    response.content_type.should =~ /^application\/json/
+  end
+end