diff --git a/cabot/cabotapp/alert.py b/cabot/cabotapp/alert.py
index 2f3b4a7fd..9f2a3b87c 100644
--- a/cabot/cabotapp/alert.py
+++ b/cabot/cabotapp/alert.py
@@ -1,6 +1,8 @@
 import logging
 
+from datetime import timedelta
 from django.db import models
+from django.utils import timezone
 from polymorphic import PolymorphicModel
 
 logger = logging.getLogger(__name__)
@@ -35,18 +37,33 @@ def __unicode__(self):
         return u'%s' % (self.title)
 
 
-def send_alert(service, duty_officers=[], fallback_officers=[]):
+def send_alert(service, duty_officers=None,
+               escalation_officers=None,
+               fallback_officers=None):
+
+    duty_officers = duty_officers or []
+    escalation_officers = escalation_officers or []
+    fallback_officers = fallback_officers or []
+
+    escalation_cutoff = timezone.now() - timedelta(
+        minutes=service.escalate_after)
+
     users = service.users_to_notify.filter(is_active=True)
+
     for alert in service.alerts.all():
-        try:
-            alert.send_alert(service, users, duty_officers)
-        except Exception:
-            logging.exception('Could not sent {} alert'.format(alert.name))
-            if fallback_officers:
-                try:
-                    alert.send_alert(service, users, fallback_officers)
-                except Exception:
-                    logging.exception('Could not send {} alert to fallback officer'.format(alert.name))
+        for user_list in [duty_officers, escalation_officers, fallback_officers]:
+            if not user_list:
+                continue
+            try:
+                alert.send_alert(service, users, user_list)
+                break
+            except Exception:
+                logging.exception('Could not sent {} alert'.format(alert.name))
+
+                if escalation_cutoff < service.last_alert_sent:
+                    logging.info('Service {}: Not escalating {}'.format(
+                        service.name, alert.name))
+                    break
 
 
 def update_alert_plugins():
diff --git a/cabot/cabotapp/models.py b/cabot/cabotapp/models.py
index 336221a02..099c1dca2 100644
--- a/cabot/cabotapp/models.py
+++ b/cabot/cabotapp/models.py
@@ -96,6 +96,20 @@ class Meta:
         null=True,
         help_text='Oncall schedule to be alerted.'
     )
+    escalation_schedules = models.ManyToManyField(
+        'Escalation Schedules',
+        blank=True,
+        null=True,
+        help_text='Oncall schedule to be alerted in case of missed alerts.'
+    )
+    escalate_after = models.IntegerField(
+        'Escalation timeout (minutes)',
+        blank=True,
+        null=True,
+        default=5,
+        help_text='The time, in minutes, after which the alert is escalated. '
+                  'If set to 0, the alert is escalated immediately',
+    )
     alerts_enabled = models.BooleanField(
         default=True,
         help_text='Alert when this service is not healthy.',
@@ -190,13 +204,15 @@ def alert(self):
         self.snapshot.did_send_alert = True
         self.snapshot.save()
 
-        schedules = self.schedules.all()
+        schedules = self.schedules.all() or []
 
-        if not schedules:
-            send_alert(self)
+        escalation_officers = []
+        for escalation in self.escalation_schedules.all():
+            escalation_officers.extend(get_duty_officers(escalation))
 
         for schedule in schedules:
             send_alert(self, duty_officers=get_duty_officers(schedule),
+                       escalation_officers=escalation_officers,
                        fallback_officers=get_fallback_officers(schedule))
 
     @property
diff --git a/cabot/cabotapp/views.py b/cabot/cabotapp/views.py
index 1f34f3eb5..d1b6e20f2 100644
--- a/cabot/cabotapp/views.py
+++ b/cabot/cabotapp/views.py
@@ -225,6 +225,8 @@ class Meta:
             'url',
             'users_to_notify',
             'schedules',
+            'escalation_schedules',
+            'escalate_after',
             'status_checks',
             'alerts',
             'alerts_enabled',